3 Tips To Maximizing Your Infleuncer Campaign’s Effectiveness
Just as we adjusted and adapted at the beginning of the pandemic to new normals in our strategies, we encourage you to adopt the key lessons learned in 2020 for your upcoming campaigns, considering a potential economic downturn in the latter half of the year: larger flexibility around posting, leveraging influencers to create content for brand usage, and leaning into the strengths of influencer partners for campaigns that will bring you the most bang for your buck.
Marketing budgets often see cuts in times of economic uncertainty, which means we will all need to adjust our strategies to accomplish more with fewer resources. To do so, we advise refining your campaigns in 3 major areas: influencer selection, content strategy, and campaign optimization.
Enhance Your Strategy Via:
1) Thoughtful Influencer Selection
Your influencer selection needs to be deliberate and planned out. The farther out you can lock in influencer partners, the better prepared you will be, with plenty of time to develop campaign content and the ability to book influencers at their standard rates. Contracting influencers for long-term partnerships can help ameliorate costs while also building the efficacy of your campaign. We also recommend working with influencers who have proven track records with sales conversions (either through Instagram Shop or another affiliate program) if your goal is to achieve high sales conversions through influencer content.
2) A Defined Content Strategy
Focus on content types that will maximize your campaign goals. For Instagram, Stories are typically slightly less expensive than in-feed posts and can feature clickable links, ideal for brands with sales conversions top of mind. Short-form video is also a priority on Instagram, TikTok, and other platforms, with the ability to run them as whitelisted ads, a simple way to maximize return.
3) Campaign Optimization
Ad amplification and usage can run up influencer fees, which is why we recommend adding these on to influencer campaigns on an as-needed basis as a way to pay for only what you will use. Contracting for extensive usage upfront might seem easier, but for brands looking to cut costs, you may end up paying more for content that ends up going unused. Instead, assess organic content performance and select the optimal content pieces for ad placements and additional usage based on how well they do.