The three main phases of planning influencer campaigns are brand strategy, content management and analytics. The below points can aid in delivering your campaigns.
1. Create an Influencer Marketing Brand Brief
Brands strive to create value for their customers, and as with any form of advertising, influencer marketing content should focus on a sharp value-add component. While brands may differ in their approach, most brand briefs include these details:
- Messaging: Outline the key messaging or language you want to use. Also note brand sensitivities (topics/actions you want to stay away from).
- Key dates: Identify pre-launch dates, launch periods, and noteworthy events (seasons, holidays, or months) that the campaign will revolve around.
- Budget: Set the budget for your campaign. The budget will dictate what tier of influencer you can partner with, how many influencers you’ll be able to activate for the launch, and creative concept scale. It also helps you determine how much money is available for paid media.
- Content: Choose what platforms you want to activate on and what type of content you prefer (image, video, stories etc.).
- Audience: Creating a buyer persona helps shape what your campaign’s target audience will look like.
2. Define Influencer Campaign KPIs and Goals
When defining KPIs and goals, keep in mind this is how you’ll measure campaign success. So whether the goal is to increase brand awareness or confirm a specific number of attendees to a specific event, you’re setting up the first part of your campaign analytics.
3. Evaluate Potential Influencers
Tools like Influence.co can help you find influencers to partner with. After you put together a list of potential influencers, you’ll need to evaluate them for fit with your campaign.
With the recent rise in creators artificially inflating their follower counts, it’s important to look at more than just reach to evaluate a potential influencer.
4. Define Content Delivery Requirements
After you choose an influencer for your campaign, you’re ready to begin the next phase: content management. Planning your campaign content strategy involves setting expectations and guidelines for the brand, agency, and influencer. This will let the influencer know what’s expected from them and open the door for collaboration.
Include specifics such as which platforms the campaign will be activated on, the number and type of posts expected from the influencer, and a timeline for when content should go live. This is also where you should discuss paid media as part of the delivery strategy.
5. Review Influencer Campaign Results
It’s important to review and learn from campaign reporting, which includes overall campaign and individual contributor engagement. Data such as earned media value, organic vs. paid results, sentiment analysis, and top content give you a fuller understanding of campaign performance.
Once you’ve measured overall performance with a campaign report, compare the results against the KPIs and goals you initially set for the campaign.
You need to view the total number of actions/rates (likes, comments, views, unique impressions, overall reach, and engagement rate) of the top-performing content to see what resonates best with your audience.