Influencer marketing can be a complicated beast. The pieces of a program are constantly changing and there are a lot of different things that need to be tracked.
This post is the second in a series of posts educating our agency partners on how to establish and cultivate the trust with their clients that is necessary for a successful influencer marketing campaign.
If you’re a brand marketer, you’ve probably asked yourself “where and how do I find the influencers to post about my brand?” Then you probably start where all Americans start looking for answers to life’s big questions: Google.
Over the years, we’ve heard marketers complain about how difficult it can be to manage an influencer marketing campaign. We can empathize, there’s lots of moving pieces, multiple people and posts to keep track of, addresses for shipping product… not to mention the payments and W9s… Many people turn to good old spreadsheets to try and organize all the info.
Influencer compensation and how it is determined has been a hot-button issue lately. If you’re new to the industry, the different compensation rates can seem random. You’ll find very little consistency across follower ranges or content verticals. Each influencer wants a different rate. This can be overwhelming for brands trying to initiate and manage influencer campaigns. First things first, influencer marketing is not a media buy. If you’re trying to justify influencer marketing spend the same way you measure TV, radio or billboard buys, you’re going to come up short handed. Make sure that you’re ready for influencer marketing.
We always talk about the right and wrong ways to do influencer marketing. We’ve outlined the steps to take, the things that can go wrong, the best practices for getting excellent content from your participants. But we thought, wouldn’t it be helpful to show examples of brands who are doing a great job?
We know influencer marketing can be overwhelming. We’ve written about some of the common concerns that plague marketers when they consider this tactic. Running an influencer campaign can seem daunting if you’ve never done it before, there are so many components to make a successful campaign. It’s helpful to think about it in terms of planning a vacation- your first trip is intimidating but after you get through the lines and listen to the flight attendant’s safety info once or twice, you’re an old pro. Here’s a little analogy to explain the steps of an influencer marketing campaign.
We’ve written lots of material guiding marketers to find the ideal content creators-- like our post about what to look for in your dream influencer. But what about the content creators? How do they evaluate the brand opportunities that come their way? The best creators are inundated by brand pitches daily—sometimes as many as 40 pitches per day-- and we got curious about how they sort through the spam and decide which partnerships are worthwhile. So we asked them.
To be fair, there’s not much of 1999 culture that we talk about anymore: Lou Bega, Who Wants To Be A Millionaire, capri pants, Y2K… all easy to categorize as no longer relevant. But Coachella -- the biggest summer millennial hot zone for brands which wrapped up yesterday-- started all the way back in 1999 and has gained in popularity year over year. Brands were falling over themselves to hitch their reputation to this oasis festival in the California desert. But what has made Coachella a success story instead of falling off the face of the earth like Lilith Fair? Here are 4 things your brand can learn from Coachella.