Updated February 1, 2021; Published January 1, 2021
Good riddance 2020! 2020 was a transformative year which not only altered our lives in so many ways, but also evolved the digital era for businesses, politics, education, and media. Like many advertising channels, influencer marketing also evolved with the times.
With the population staying safe at home, social distancing, dealing with lockdowns and the reopenings spurring across the nation, we saw many talented content creators enhance and expand their offerings through social media.
This means it’s high time to start planning your influencer marketing campaign…AND community!
However, in order to ensure success, it is important to understand what has changed with influencers last year. The pandemic thrusted many new influencers into the scene – but who are the ones that are authentic, who gets engagement and which ones have followers that will actually buy your product?
We have compiled the 6 major changes and helpful tips to ENSURE you have a campaign that you will have data to predict the results AND exactly how it performed.
Partnering with influencers is a great way to introduce your business and products, expand to new audiences, and get shoppers to make some purchases, then genuinely recommend to their followers and...begin the cycle of building your brand community.
Why You Should Use Influencers in 2021? Before you begin, how do you make sure your products get noticed? With word of mouth marketing...and in 2021 word of mouth marketing on social channels to an engaged group of followers is...influencer marketing!
Did you know that influencer marketing is not only one of the oldest but also one of the best ways to increase brand awareness, grow your followers, and increase sales!
By finding and partnering with influencers who have an engaging and authentic audiences, your brand can reach so many people and make real, lasting impressions.
#1 Establish Your Goals and Plan Ahead.
Here are a few questions to consider when planning your influencer marketing campaign:
You definitely want to think about the goals of your influencer marketing campaign before reaching out to potential partners. Are you looking to drive brand awareness? Generate more sales? Promote a new offer?
Considering the objectives and “why” of your campaign is a crucial first step that will help guide your partnership strategy.
2. What’s Your Budget?
Before you start speaking to influencers, it is important to determine your budget for your influencer campaign.
While there are many niche-influencers who are willing to exchange free products for promotion, we believe it is always best practice to also compensate an influencer for the time they spent creating content for you. We encourage you to do send a product for an authentic promotion, however it is highly recommended to keep your relationship with your influencers professional therefore a contract, money, deadlines, and deliverables should be locked before you begin.
Unfortunately, there’s no one-size-fits-all answer to calculate an influencer's rate. There are a variety of factors involved that go well beyond an Instagram influencer’s number of followers.
Many digital marketers adhere to the one cent per follower (or $100 per 10K followers) rule, but only as a starting point for their calculation. There is no magic number but our data shows that in order to make waves and sales then you should be willing to spend a minimum of $5,000. This will get you 2-3 influencers and a month of posts.
Having a clear understanding of your campaign objectives and budget will help you determine whether an influencer’s fees are in line with the value they can offer and the outcome you’re looking for, or if you need to explore another marketing tactic.
If you are launching a new brand and are not sure who your audience is then your first goal should be to find out who your consumers are. Influencer panels is an effective strategy that defines who your consumers are, where they live, what are their common interests are, and where they live. For instance, if you are launching a baby product and use a panel of mom-influencers, then you will find out if they are health conscience, do they live in the suburbs or metropolitan areas, and much more helpful intel that will allow you to optimize your campaign and make other informed decisions based on the engagement.
#3 Build a community with advocates.
The people in an established brand community will follow all of your content on social media, they share it with others, and keep up to date on all of your new features. With such a community you can reach out for product feedback, feature releases, product designs, and much more. A community helps brands make customer-driven decisions.
Established brands are very likely to have loyalists, and it is even more likely they follow you on social. It is up to you to find them, connect directly with them and form a strategy for people in that community to interact with each other and you.
For new brands who do not have many loyal customers yet, will use influencers to help build the beginnings of a community. Real influencers are public figures within a certain community whom people trust and value their opinions. Influencer marketing is one of the fastest and most effective ways of conveying brand messages today.
It’s important to think outside the box when planning your Instagram influencer – however lets not disregard the influencers who are right under your nose (or Insta feed) — it’s how you’ll get noticed!
By using a trusted and authentic influencer to deliver your message, your brand has the opportunity to create a story that resonates with your influencers' audiences. For example, influencers are the ideal people to show prospective customers what’s unique about your product.
#4 Safety, Guideline, and Hashtags.
By setting clear guidelines, you can help ensure that you get the highest return on your influencer partnerships.
A good strategy is to build branding guidelines and communications packets for your influencers. We also recommend you speak to each other via Zoom. If you are working with a panel, we recommend you get all participants on a Zoom together and brief them at the same time to ensure consistency...and a thread that will intertwine each of their posts to tell a cohesive story.
Now more than ever you need to be confident in the Brand Safety of those who promote your product. We have a 14-point brand safety check on every influencer's content. We can help brands stay safe from hidden messages promoting profanity, adult content, conspiracy theories and more.
Lastly, don't forget to provide campaign hashtags, inspiration from past campaigns, or anything else you think would help them create content that will align with your brand. You can use a caption optimizer.
Remember, when it comes to creating content, let the influencers express their creativity. Along with your list of guidelines, be sure to let them know you trust their expertise and are excited to see what they come up with.
#5 Make a panel of geo-targeted, niche up and comers.
Influencer marketing gives brands a unique opportunity to reach a new or niche audience. However, with so many varying rates and different types of influencers, how do you know who’s the right fit?
One of the easiest ways to find influencers who are a good match for your campaign, yet are atypical is to seek out influencers who are going through a major life moment. Using AI (with partners like Kyndoo!) allow you to use image and natural language recognition to identify logos and captions and find influencers who are already using and advocating your products on their own.
#6 Measure the Results of Your Influencer Marketing Campaign
Once the campaign has launched, it’s important to check in and see how your campaign performed! Some of the most common performance metrics you can use for measuring the impact of your influencer marketing are:
Kyndoo helps brands and influencers track attribution for multiple, multi-channel, campaigns using UTM parameters. UTM parameters are simply tags you add to a URL, that will count when your link is clicked, they are tracked. You can attribute your sales to specific social media posts, channels and influencers.
Engagement rate: likes, comments, shares
Traffic: customers visiting your website
Sales, Sales, Sales: conversions and revenues generated
Once you’ve measured the results for your campaign, you’ll want to put together a report you can refer back to, and optimize your campaign based on your findings.
Set your goals and budget.
Vet your influencers. If it is clear to followers that an influencer doesn’t like your product - do not force it - the followers will know and you will lose credibility.
Community is invaluable!
Brand safety is essential today. At the heart of every successful influencer campaign is authenticity and relatability.
- Track geography and niche groups with high engagement.
Track attribution for optimization and consumer insights.
It's time to begin. Take your time, have clear measurable goals, determine your budget, and evaluate your influencers. Keep it personal, get to know your influencers, communicate with them often and trust them..and yourself. Then measure every person and post, optimize as you go, give clear directions to loyalist, give them tools to communicate, and your brand community is a guarantee.