Social media has changed the way people shop and browse for products and services. Brand marketers can make utmost use of social media platforms to market their brand.
But there’s a catch!
Every brand is present on social media which means that the competition is tough and to stand out from the crowd it takes more than just perfect captions and images!
So how do you initiate the marketing process for your brand’s social media presence?
The answer is influencer marketing campaigns.
Influencer marketing is a digital marketing technique wherein brands work with influencers. A well-executed influencer marketing campaign can lead you to your brand goals effortlessly.
In this blog, we will tell you everything about influencer marketing activation i.e how to build an influencer marketing campaign.
Before we tell you about influencer marketing activation, let’s look at why brands need the help of influencer marketing campaigns to scale up their popularity on social media.
- To increase brand visibility
- To improve brand reach
- To get leads
- To engage with potential consumers
- To boost sales
The above-mentioned points are some of the most common reasons why brands opt for influencer marketing activation.
But how to get started with it?
*GRIN* We’ve got you covered with the process!
There is no one rigidly defined process to build an influencer marketing campaign because every brand has a different objective to meet. However, there are few steps that are a prerequisite for all the brands out there no matter what the goals and objectives! Let’s begin.
1. Define your goals and objectives
For any influencer marketing strategy to succeed, there has to be a goal in place. A strategy without a purpose will not yield you anything concrete.
Hence, it is crucial to have your brand goals and objectives in place before you activate influencer for your campaign. Some common brand goals for influencer marketing activation are-
- Launching a new product/service
- Targeting potential customers
- Building a loyal audience base
- Creating an online identity
- Increase sales
2. Decide your target audience for the influencer marketing campaigns
One of the most important steps of influencer marketing activation is to decide your target audience.
Based on your brand goals and objectives, decide who you are targeting with your influencer marketing campaigns.
REMEMBER! Social media platforms are crowded with all kinds of people but your target audience selection impacts the success of your campaign.
To make your process easier, use a tool like Unbox Social. It will give you insights on your target audience.
You can analyse your audience based on the following-
- Audience age
- Audience gender
- Audience location
- Audience language
- Audience interest
Here’s a glimpse of how the tool gives you insights on your audience! The image below shows the gender split and the source from which the audience has interacted with your content on Twitter.
Another way to do this is to check and analyse your past campaigns! See which age group responded the most to your campaign. Analyse the comments to see where their interest lies! See which social media platform is fetching you the best engagement and accordingly shape your campaign.
3. Create an outline of your campaign
There are many ways to put your message out there but brand managers need to figure out the best approach for their campaign.
See what kind of content you are planning for your campaign- Is it a campaign that is focused on user-generated content or is video-centric.
The content requirement of your brand campaign will decide the influencers you choose for the same. This step also includes shortlisting the social media platforms for the brand’s influencer marketing campaigns.
4. Find influencers
Brands looking for influencers often rely on the influencers’ follower count. However, there are many other aspects that need to be considered when activating influencers.
Now that you know who to target, which platform to direct your campaign to, and what kind of content you want to market, you need to choose influencers who are in sync with the same.
You can’t rope in an influencer who is popular on YouTube and has a limited presence on Instagram for an Instagram influencer campaign.
You can also use an influencer marketing platform like Unbox Social to find relevant influencers for your campaign. Also, make sure to check the following before you activate the influencer.
- Quality of content
- Nature of nature
- Audience of the influencer
- Relevance of content to your niche
Well, apart from the stated you also need to check whether your campaign needs a micro-influencer or a celebrity influencer! Choose wisely.
Want to know more about finding relevant influencers? Read How to Find Influencers Who Are the Right Fit for Your Brand.
5. Finalize content for influencer marketing campaigns
The success of your campaign largely depends on the content and the way the influencers present it.
There are many ways to convey your message to the intended audience like-
Brands often host giveaways to launch a new product or service. This also gives rise to reviews and mentions.
Social media account takeover
You can let influencers take over your brand’s social media page for a day wherein they can interact with the audience or talk about your product or service.
Guest blogs are highly preferred by brands these days because they give an elaborate idea to the potential customers of what the product is all about
Special discount codes
Influencers can be given special discount codes. The influencers can share the same with their audience which, in turn, can increase sales.
See what works best for your brand and what will entice your audience!
6. Activate the content on the right platform at the right time
The world of social media works on trends and as a brand manager, you need to be alert about it.
The last step of building an influencer marketing campaign is to put out the content on the right platform at the right time.
See when most of your target audience is active on the platform you have chosen and accordingly execute. Make sure you are following the trends!
This is the influencer marketing activation process that will help you achieve your brand goals. The process is quite simple to understand but difficult to get right! That’s the reason why some brands manage to engage the audience quickly with their campaigns and some don’t. We won’t just leave you to this.
There are many ways to execute influencer marketing campaigns but how do you measure its success? Is it all about the number of likes and comments?
There are several crucial metrics that can help you measure the impact of your influencer marketing campaigns. The influencer marketing activation process is incomplete without the measurement of the following metrics.
1. Reach and impressions
The reach and impressions garnered by your branded content can give you a real picture of your campaign performance.
These metrics are important for almost all goals and objectives but they are inevitable if your goals are related to brand visibility.
If your campaign is present on several different platforms then it is necessary to track reach and impressions on a regular basis. This will give you an idea of what is working for your brand and audience.
2. Website clicks
Another way to measure the success of your influencer marketing campaigns is to track the number of clicks received. This metric is to be considered mainly when your campaign is about increasing website traffic.
3. Engagement rate
High engagement rate means that the audience is interacting with your brand content. This metric includes actions such as likes, comments, shares, mentions, etc. depending on the platform. When you rope in influencers for your campaign see which influencer is able to generate maximum engagement rate for your brand content. This metric will also help you frame better content strategies in the future.
The best way to measure the impact of your influencer marketing campaigns is to see the sales. If there has been substantial growth in sales after your social media campaigns then you can definitely give influencer marketing activation credit for the same.
Now that you know how to measure the performance of your campaign, it’s time to see what can go wrong when brands activate influencers for their campaigns
What not to do when roping in influencers for your brand campaigns
1. Taking them lightly (Basically, not treating them like professionals)
Influencers are also professionals and you need to treat them right. They are content curators which means they will ask for some kind of compensation. Make sure you deal with them like professionals and value their time and efforts! Most influencers have built their follower base from scratch which is a painstaking process in itself. See to it that you consider all the aspects and accordingly rope in relevant influencers for your influencer campaign.
2. Giving a brief with no accurate details
Influencers are working on several collaborations at one given time and hence, your campaign briefs need to be comprehensible. Make sure you equip them with all the necessary details. Also, be sure to mention your campaign goals so they can curate content effectively.
3. Interfering a lot in creative decisions
Influencer marketing campaigns need to be goal-oriented but at the same time should also connect with the target audience. Influencers know their audience the best and therefore, it is best to give them their creative space. Suggestions are welcome but don’t be rigid when it comes to their content curation process. Try and arrive on a middle ground.
4. Choosing influencers solely on the basis of their follower count
CAUGHT YOU! Most professionals choose influencers only on the basis of their follower count. This practice can backfire your influencer marketing activation process. Apart from the follower count, you must also check influencer insights like engagement rate, number of posts, niche, and interactions.
It’s time for some inspiration! Here a few influencer marketing examples that can help you craft your brand campaign.
Influencer Marketing examples:
Oreo’s Instagram page is surely lip-smacking. The brand has opted for a colour-coordinated feed which makes it all the more appealing. The brand comes up with amazing campaigns every now and then to keep the users engaged. Recently, the brand started one wherein the users are to make a dish with Oreos and tag them with the recipe! The campaign has given them some amazing user-generated content.
2. Huda Beauty
Talk about the success of influencers and you cannot miss mentioning Huda Beauty. The beauty influencer successfully launched a makeup brand of her own which has 44.1m followers on Instagram. Right from beauty tips to new product launches, this Instagram feed is worth getting inspired from!
3. Tommy Hilfiger
Following the less is more approach, Tommy Hilfiger’s Instagram strategy is about being subtle, no nonsense, and picture-perfect. However, the brand does rope in influencers for its new product launches.
4. Kingfisher World
Talk about good times and Kingfisher is here to fill your eyes with a witty Instagram feed.
The brand has 139k followers on the platform and often puts out content that appeals to Millennials.
5. Netflix India
Memes are the mantra of social media currently. Netflix is making amazing use of this lockdown phase with its social media content by curating posts that are relatable to the core. The brand has been curating shareable content to keep its audience engaged!
Hope this guide helps you kickstart your influencer marketing campaigns. Don’t forget to share this blog!