Influencer marketing campaigns are one of the key marketing tactics ruling social media these days. It encompasses all strengths of social media to put forth a successful campaign.
From small to big brands, no matter the industry, it has become a top choice because of how successful it has been deemed in the past.
Influencer Marketing is soon to be a $5 to $10 Billion industry and the stats are only going up! While social media is a prime source of marketing for marketers, the forms of marketing differ. About 93% of marketers prefer this techniques a part of their marketing strategies.
According to a study, a business earns $18 on every dollar spent on Influencer marketing. Huge right? However, this type of marketing needs meticulous creation of content and strategies. But that’s not it, there are a number of factors to be considered before creating an effective influencer marketing campaign.
So here are 3 factors to consider to have an effective Influencer Marketing campaign.
Picture courtesy: sproutsocial.com
Choosing the right influencer:
Nearly 90% of marketers say that their Return on Investment from Influencer Marketing is better than other channels of marketing. One of the perks of influencer marketing is that a brand can choose the most appropriate influencer.
For an influencer marketing campaign to work, you have to choose the right influencer whose content strongly resonates with your brand. The core factor to find good influencers is to look at their engagement rate. Engagement rates can sometimes even surpass the number of followers.
There are different kinds of influencers, namely
- Nano Influencers
- Macro Influencers
- Mega Influencers.
If you are aiming to target a small set of audiences and have a tight marketing budget, you can opt for a nano influencer.
If you are looking to target around 10,000 to 1,00,000 people through your campaign, you can opt for a micro-influencer.
However, if you do not have a tighter budget to adhere to, you can look for a Macro influencer. A Macro influencer has about 1,00,000 to 1 Million followers.
Lastly, Mega influencers are influencers with 1 Million+ follower. They have a massive follower base but their engagement rate is generally quite low.
Quite a lot of influencer marketing agencies like Confluence make this job easy and connect brands with the most suitable influencers for their campaigns. This just makes the campaign more effective and successful.
Creating the most appropriate content:
If you are looking forward to getting into this field, you must do your homework first! You will receive a decent amount of traffic from the influencer marketing campaign. It is crucial to keep an eye on the content that the influencer is putting up on his channels.
While the influencers create their own content, you should actively watch out if he/she isn’t putting out the wrong message to the audience. So if the content is on fleek backed up by the charms of the influencer, the campaign stands a chance to go successful.
Content is one of the biggest factors that contribute to the audience’s positive responses to the brand and hence the type of content can make or break the deal. It is necessary to create content that holds them in.
Pushing forward the brand’s goals:
One of the top three objectives of 86% of marketers is Brand awareness. Influencer marketing is a great way to enhance brand awareness & increase the brand’s engagement with its audience.
While a good part of this marketing type includes promoting the product/service, it is important to let people know about the brand, its goals, ideas, vision, and mission.
Since influencer marketing is an intimate form of marketing, audiences will most definitely indulge in what brand story the influencer brings to them.
This is an important factor because it sets the base for the brand and creates a loyal customer base since a lot of audiences will be interested due to an influencer’s popularity & trends.
These goals can be incorporated into the content and to create trending campaigns and are hence an important tip to consider when developing an influencer marketing campaign, especially a successful one.
Picture courtesy: wittysparks.com
These are the most important and crucial factors that can make or break any influencer marketing campaign.
There is a great degree of freedom in choosing almost all of these factors, both from the influencer’s side and the brand’s side and hence makes the process of developing a potentially successful campaign very transparent.
That being said, influencer marketing in all senses is effective and what any brand should definitely consider. And with literal agencies for influencers being set up, this industry on social media platforms has become one of the biggest of its kind.