Influencer marketing is still on the rise, with brands from Maybelline to Huggies, and everyone in between, jumping on board and hiring influencers to promote products and services. Running an influencer marketing campaign can be more time-intensive than you think, especially when working with a large budget and a busy influencer. Take these four steps to ensure that your campaign goes as smoothly as possible.
Let your chosen influencer(s) know up front what your objectives are. Are you trying to drive site traffic, gain awareness, or engage with an audience? This is a crucial first step that too many brands don’t focus on, and it can oftentimes help the influencer determine a) is this a good fit for my brand and b) if I want to work with this brand, what will my angle be?
Influencers are creative types, so rather than always prescribing exactly what you want them to say, give them some creative freedom: You may be pleasantly surprised about what you get back!
An influencer should know what the expectations are prior to agreeing to do any work, and a brand should have clear expectations as well as to what the influencer is expected to deliver or not. When an influencer or brand asks for a “collaboration,” which is often the language used in influencer marketing, the term can mean anything from creating a jewelry line together to one blog post. Because communications often happen over email, and email can often be misconstrued, it is imperative to be clear on both sides. For example, a brand can ask for 2 Instagram posts highlighting creative ways to use the newest gel pens. Which leads me to ….
Put everything in writing. It’s the easiest way to make sure both the brand and the influencer understand what they are responsible for, what they are paying for/being paid for, and the timeline. Without a written contract, you’re going off of (for the most part) emails, and things like a posting date can get lost in the shuffle.
Brands should follow up regarding the analytics of the campaign, letting their influencers know if anything looks “off”. Influencers should follow up with the brand and send along any related links. Influencers, never make an assumption that the brand saw that you posted 4 tweets and 2 Instagram photos instead of the agreed-upon 2 tweets and 1 Instagram photo. Let them know that you went above and beyond!
Setting expectations and keeping an open line of communication through the process will help to ensure success with influencer marketing campaigns.
Alyssa is a Boston-based lifestyle blogger and digital marketer. She has shared attainable style, as well as lifehacks and travel tips, since beginning blogging in 2012. Alyssa is passionate about skinny jeans, a good pair of boots, animal rescue, and to do lists.