5 THINGS TO REMEMBER WHILE DESIGNING AN INFLUENCER MARKETING CAMPAIGN

May 27, 2024

What's Popping?

BACKGROUND:

Influencer marketing has become a ubiquitous phenomenon in the past decade. More brands are opting to engage with influencers as part of their social media strategy to generate brand awareness and boost sales. There are many reasons as to why influencer marketing has gained popularity in recent years. The accessible nature, ability to reach a larger number of people, and comparatively lower costs as opposed to traditional advertising has made this a much more viable option for brands as it garners faster results and reach an increased number of people. A well-designed influencer marketing campaign can prove to generate stellar results. Paying attention to the target market’s demographics, having specific goals and steps outlined, are some ways to create a highly successful influencer marketing campaign.

FIVE THINGS TO KEEP IN MIND:

Here are five things to keep in mind while designing an influencer marketing campaign.

Outline the key goals:

It is important to outline the goals as a starting point for any influencer marketing campaign. These goals would then decide the course of action for this campaign. A campaign centred around boosting social media engagement is vastly different from a campaign created to increase brand awareness. Once the goals are clearly designed, Key Performance Indicators (KPIs) can be set, in order to have measurable metrics to gauge the campaign’s effectiveness.

Identify Suitable Influencers:

Once the objectives and KPIs are outlined, the next step would be to select influencers that align with these. Ensuring that their niche and audience demographics align with the overall direction for the campaign is key. While it is important to take numbers and data into account, it is also important that their content aligns with the overall message of the brand, and the objectives of the campaign, and that their audience aligns with the target market of the brand.

Due Diligence:

While sourcing influencers for a campaign it is important to do due diligence and ensure that the content creator’s platform has legitimate metrics, and a high engagement rate, along with the nature of their content. Platforms like Modash are a great way to verify these statistics, and source influencers. The metrics of a content creators page can determine the success or failure of a campaign. An example of this would be Ekin Su’s collaboration with Oh Polly. Working with influencers who rely on fake followers or manipulated metrics can also impact the brand’s reputation and credibility, or even result in legal complications.

Communicate Expectations:

While locking down influencers, it is important to ensure that expectations are communicated in a clear and concise way, to ensure a smooth flow to the campaign. It is important to negotiate and decide on a brief, deliverables, potential exclusivity contracts, and negotiate prices after verifying their analytics. Once all the key expectations and deliverables are laid out, it is required to also address and manage any concerns or questions the content creator may have and navigate them effectively before proceeding.

Track Results:

Measuring the Return on Investment (ROI) on an influencer campaign can gauge its effectiveness and reveal what kind of changes need to be made moving forward. Commonly used KPIs to measure ROI are Reach, CPM, website traffic and the engagement rate. These can highlight what about the product and the content is most effective to audiences and influence further development of the brand and product in the future.

POP SUCCESS STORIES:

Being a Dubai-based PR and influencer marketing agency, Pop Communications has worked with a range of brands from F&B concepts such as hyperlocal Indian eatery Bombay Borough, Gastro Atelier Sfumato, Wingstop, home care brands such as Rooted Regimen, as well as beauty, fashion and jewellery brands – using a mix of barter and paid influencer campaigns. These have been highly successful and have led to increased brand awareness, and increased sales.

CONCLUSION:

In conclusion, influencer marketing has evolved to become a prominent method of marketing in recent years. With more brands needing engaging influencer marketing campaigns to reach their audience, it is important to ensure that there are actionable goals outlined, suitable influencers chosen, due diligence undertaken, expectations established, and results evaluated. Paying attention to these aspects will lead to a successful influencer marketing campaign.