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10 Ways to Build a Successful Influencer Campaign

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12 March 2022

Written by Nicolas Marotta

When you want something done right, you turn to an expert. Brands today have a greater need than ever to stay on top of their social media game, and trends have proved that there is one expert that is dominating the social scene: the influencer. A successful influencer campaign can instantly increase the credibility, exposure, and relevance of your brand. 🚀

Creating a great influencer campaign requires attention to detail and the ability to put your trust (and your brand) into the hands of another individual. For some, this concept can seem scary. 😕Influencer campaigns are not met without their own unique set of challenges, but there is a reason why 40% of consumers have made purchases as a result of an influencer’s endorsement.

Influencer campaigns work, and with the right tools, any brand can create a campaign that produces lasting results. Here are 10 ways to build a successful influencer campaign, with the help of these social media experts. 💪

 

1. Determine your goals. 🎯

Any successful campaign needs to be measurable. Start by outlining clear, specific goals that you want to reach, as well as the metrics that you will use to evaluate these results. If you are looking to increase brand awareness, watch for positive growth in your impressions, likes, shares, and follower count.

📌 Other measurable goals include increased reach, engagement, leads, or sales conversions. Set your objectives and stick to them.

2. Decide on your target audience. 👱🏼‍♀️

In order to find the right influencer campaign for your brand, you need to be aware of who exactly you are marketing to. Defining key demographics will ensure that you are reaching the right people. Consider factors like:

  • Age
  • Gender
  • Location
  • Income
  • Occupation
  • Interests

Deciding on your target audience early on in the process makes it much easier to figure out which influencers will have a true impact for your brand. Once you understand who you are reaching, you can find influencers whose following consists of the same. Be concise! 🤗

 

3. Set your budget. 💸

Marketers are generating strong revenue returns from influencer marketing; the top 13% are making $20 or more for each $1 invested. What you are willing to spend for your brand will need to correlate with the type of influencer that you wish to work with and the social channels that you want to use. 

But don’t let that discourage you. It is completely possible to have a successful campaign without breaking the bank. 😉 Influencers’ cost can vary based on their popularity and demand, and their compensation should be mutually agreed upon based on their reach and engagement rate. For a campaign with a modest budget, look for smaller influencers, who may only require a gifting of your product.

 

4. Decide on the right influencers. 🤔

With your goals, audience, and budget nailed down, you can now put the pieces together to find the perfect influencer for your brand. Use your knowledge of your audience and search for accounts that they follow on TikTok, Instagram, YouTube, or another platform.

Look up keywords and hashtags and see who out there is leading your brand scene. 🔍 After finding a few potential partners, you can begin to compile a list of possible influencers that you wish to contact. Picking an influencer who will fit with your audience is essential, especially when remembering that 61% of people trust influencer recommendations above brand-owned content.

 

 

 

The decision of which influencer is right for your brand can be one of the most difficult parts of executing a successful campaign.

Luckily, tools like Click make it easy to find all of the necessary information in one place, as well as an organized and efficient way to store what you find. 🔥

Using Click’s Discovery Tool, you can search within a database of over 120 million influencers and brands. The tool includes in-depth filters to sort through statistics like an influencer’s following, engagement rate, their gender, interests, and age across Instagram, YouTube, and TikTok.

Once you’ve found accounts that you like, you can compare the to similar lookalike influencers or receive a full report on metrics like audience demographic and performance. Click’s tools can provide you with insights into the authenticity of an influencer’s audience and help you reach new audiences, check out competitors’ top audiences, and more. 👁

 

5. Identify the right social media channels. 📲

Each social media channel varies in how it communicates to its audience. Be aware of which channels your audience is found on and ensure that your influencer has a strong presence on your chosen platform. Research tells us that the majority of 18- to 29-year-olds say they use Instagram or Snapchat.

About half of that group says they use TikTok, with those on the younger end of this cohort – ages 18 to 24 – being especially likely to report using Instagram (76%), Snapchat (75%) or TikTok (55%).

On the other hand, 37% of US adults between 30 and 49 are found on LinkedIn, making them the largest age group on the LinkedIn, and B2B companies continue to have their strongest presence on the platform. Even more notable is the fact that nearly 25% of all LinkedIn users are senior-level influencers.

Choosing a social media channel is fully dependent on the audience which you are intending to reach and the type of content you are producing. ☝️

6. Reach out to influencers. 💬

Now that you have a list of influencers that you want to contact, it is time to find a method to reach them. Social media can be a great place for casual conversation but sending an influencer a DM can be unsuccessful if your message gets buried under everything else that they’ve received that day.

Emails can lead to more professional rapport and are a great way to pitch your campaign ideas. Pitches should be personal, address the influencer by their name and introduce the brand and campaign goal. Keep your message short and simple. ❗️

 

7. Create content. 🧩

image_graphic_creation

This step begins the process of handing off your campaign to whichever influencer you have chosen to be the face of your brand. Campaigns need to be authentic and creative, and the content needs to match the personality of the influencer in order to speak to their following.

Let the influencer take control of content and work together to review what will be shared. 🧠 Share the goals of your campaign, content inspiration and give them a clear idea of what you are aiming to accomplish. Influencers are more likely to work with brands that allow them to exercise their creativity without strict, restrictive guidelines.

8. Launch your campaign. ✅

Once content is created, the campaign can officially take off. Monitor comments in order to answer any questions asked of your brand, as influencers may not have all of the answers. Stay in touch with the influencer and make sure to set a timeline.

Manage your campaign using Click’s List Tool, which keeps a collection of all of the influencers that you are currently working with or wish to in the future. 💡

9. Measure campaign success. 💾

When your campaign has ended, refer back to the goals that you set at the start. If you met or exceeded your goals, you can use the information from this campaign to inform your decisions in future ones. 😎

If you fell short, work on finding out where the gaps in your planning came from. Tweak audiences and seek out new influencers. There are an endless number of combinations to try, and you are sure to eventually find one that produces the amazing results that you want.

 

10. Optimize your campaign and cultivate relationships. 🤩

Measuring the performance of your campaign and influencer can help you make decisions for the future, especially about which relationships to keep. Form a strong connection with influencers that brought you success so that you can work with them in the future. Long-term relationships will only continue to boost the trust that their following has in your brand.

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