8 Keys to Success for Influencer Media Campaigns
Influencer marketing is expanding exponentially and is increasingly becoming an essential part of most marketing budgets. The use of influencer media, or combining the relatable storytelling of influencers with strategic distribution of paid media, provides marketers with a way to reach audiences with content that delivers native media experiences. Marketing analyst eMarketer reports that 31% of North American retailers now working with brand advocates to become influencers, 30% used micro-influencers, and 28% are using paid celebrity influencers.
Here are a few key points for marketers to keep in mind when influencer media campaigns:
1. Make it easy for influencers to give the proper usage rights
In today’s digital world, it can be difficult for influencers to ensure their assets are properly protected. Thankfully, there are solutions available that allow influencers to safely share usage rights with brand partners that also give control over access to content data like organic impressions, reach, and engagement. For example, influencers can give brands or agencies access to content by granting them partner permissions via Facebook’s Business Manager or Branded Content Tool. Whitelisting, or gaining advertising permissions to an influencer’s account, allows for brand partners to amplify posts. Additionally, solutions like SocialCert developed by Lumanu lets influencers easily share content, audiences, usage rights, and confirmed collaborations.
2. Provide influencers with some visibility into performance to build trust
Trust is key. Influencers work hard to build trust and respect from their audience. Likewise, brands also need to provide a certain level of visibility into campaign performance to build trust of influencers they partner with. Brands should be willing to provide full visibility when it comes to the usage of influencer content, as well as when their content is being amplified, and any amplification should adhere to the usage rights terms.
3. Leverage both brand- and influencer-derived audiences simultaneously
Leveraging influencers are an effective marketing strategy as they are seen as trustworthy sources within their niche audience. Brands are discovering that influencer content can be very effective outside of an influencer’s followers - often even MORE effective. Influencer content perform especially well when targeted to audiences that are most likely to be receptive to content featuring real people. With proper permissions, brands should consider building custom and lookalike audiences off of influencer content engagements. With a platform like Lumanu, brands can also leverage audiences derived from influencers similar to those in your campaign.
4. Leverage multiple influencers and content types simultaneously
Variety in content formats from multiple influencers is key in combating ad fatigue and ensuring optimal results at higher spend levels. Brands can consider clustering similar influencers together in one adset and leverage multiple media items (e.g. carousels, slideshows and videos) in one adset to optimize for CPA.
5. Transform and optimize influencer creatives and copy
There is no one-size-fits-all approach to influencer content. A challenge brands face is that influencer organic posts are often disallowed from paid media distribution due to copy and creative issues. However, marketers can utilize tools like Lumanu's Content Manager to transform creator content for optimal paid media distribution. Content transformations, such as turning carousels into slideshows or adding an end-card to carousels can drastically improve CPAs of Influencer media campaigns.
6. Integrate with a conversion pixel wherever possible
If optimizing for website traffic, conversions, or other down-funnel events, it is best to integrate a conversion pixel with all influencer posts (conversion pixels allow you to track when users end up on the website page you want them to). Doing so gives complete visibility and attribution, as well as real-time optimizations to drive conversions. Pixels also allow for the use of interstitial landing pages, such as Facebook Instant Experiences or third-party content landing pages, to improve downstream conversions for certain products.
7. Host data across all influencers from all agencies in one ad account
With the fragmented nature of influencer activations and where those relationships are sourced, it’s important to host all influencer media spend through one centralized ad account to gather learnings and deliver optimal results. Brands should avoid outsourcing boosting to influencers, talent agencies, and influencer networks where fees on media are “blackboxed” with questionable targeting and real performance metrics. Brand can also leverage the power of pixels without having to share pixels with influencer ad accounts.
8. Measure your results
Set your campaign goals and the metrics you’ll use to measure success in advance. It can be tempting to focus on vanity metrics, like likes and comments, but to measure the effectiveness of a campaign, brands need to understand value in terms of return on investment. Don’t just count engagements, drive defendable sales conversion efforts through your influencers’ channels.