As with any project, things are overlooked and fall through the cracks during the implementation process, but below are 5 easily avoidable mistakes that are all-too-common. Also, here are a few tips to ensure your influencer campaigns will stay on track and achieve (and exceed!) the desired result. Influencer campaigns not only yield great results, but they're also fun and often provide great content that can be picked up for additional press and PR.
1. Not Defining the Goals & Relevant KPIs in Advance
Too often brands don’t determine the campaign goals and KPIs before an influencer activation. They get excited about the activation and work on the other details, but don’t outline where the bar is set for success. There are 2 problems with not documenting these specifics in advance.
a. How do you determine if the campaign was a success if you don’t know what to measure? You can read analytics reports, track sales and website hits all day, but without a set target it becomes more difficult to determine which campaigns are more successful and what components of each were most effective and should be utilized for future programs.
Side Note: This also allows you to fairly compare campaigns against each other when establishing and allocating budgets. If the metrics are available you can more easily evaluate where you can get the most bang for your buck.
b. By setting the goals and KPIs in advance, the campaign scope and direction will remain intact. Is the campaign’s focus to increase overall brand awareness or are you targeting a niche consumer base within your industry? Is the goal to drive consumers to your website or to build a social following? There are many questions to be answered when building a campaign, but when all the components are outlined in advance the brand messaging will be concise and consistent, the influencers will be identified and secured with those goals in mind, and the campaign will be more successful as a result.
TIP: Be specific with your goals and be sure to put measurement mechanisms in place so you can track each component and course correct mid-campaign if necessary.
2. Not Identifying the Correct Platforms
Where is your target audience?Who is your target demographic? Old, young? Male, Female? Is your product more of an impulse purchase or does it require a bit more education before a consumer buys in? The answers to questions like these may uncover that specific platforms are better for reaching and engaging your consumer. And remember, you don’t have focus on all platforms. Snapchat and Instagram Stories, while newer and more “hip”, but is your audience engaging on those platforms and will those platforms help you hit your goals?
This will also dictate the influencer chosen to drive the campaign. Before selecting an influencer, you need to identify where your audience is finding information about your product and where they engage with their friends, family, and other brands. Choose an influencer that aligns in those areas. An influencer’s voice and audience can vary based on the platform. The type of content (video, boomerang, static image, etc.) created may also vary based on the preferred platforms.
TIP: Ask for detailed information about the influencer’s audience and engagement rate on each platform before including them in the campaign. Available details will vary by platform.
3. Handcuffing the Talent
The influencers have proven themselves capable of creating unique content that the consumer genuinely enjoys and actively engages with on a regular basis. It is fair to request certain brand message points to be included or share inside knowledge of what has been “successful” in the past, but DO NOT handcuff the talent by taking away their creative control and voice. Share what has worked in the past and what has not, but no one has a better sense for the community than the person who built it and engages with it on a daily basis.
While the brand should always have final approval on content and copy to go live, the branded content should still entertain and feel authentic to the influencer's audience. If not, the engagement and overall success will be compromised.
TIP: It’s ok to take a risk and let the influencer put their spin on the brand messaging and content. While the brand is an expert in their field, the influencer is the expert when it comes to their audience.
4. Limiting your Impact with Short Term Engagements
Unless there is a particular event or a firm expiration date for a campaign, most are successful if there are repeated engagements so the audience can build a relationship with the brand. It also reinforces the authenticity and organic relationship between the brand and the influencer.
On the flip side, don’t overdo it. The consumer can sense when a product is being forced on them. Too many posts or really heavy content will lead to decreased engagement and potentially negative feedback.
TIP: Add in the option to renew or extend an engagement based on the success of the initial campaign.
5. Focusing on Impressions versus Engagement.
Don’t be lured in by a large following. Weigh your options.
Sometimes the influencer with the smaller follower has a more niche audience and perhaps a stronger influence over their following. Impressions matter, but engagement is key and much more valuable.
TIP: Consider the influencer with smaller followings and niche focus areas. Engagement on smaller accounts is often higher due to the follower feeling they have more of a “voice” within the community.
Now you're ready!
There are many ways you can work with an influencer and when executed correctly can yield big results. Get creative, take a risk or two. Start small or big, there is no reason to not dabble in the influencer-driven campaign space!
Feel free to reach out to me directly for questions and assistance!