How do you get the most out of your influencer marketing budget and measure the returns? Moderated by Rachel Clay (Head of Influencer Marketing at Matter of Form), Brendan Gahan (Founder of Epic Signal), Ryan Lee (Sr. Product Marketing Manager for Creators at Twitch), and Daniel Oakley (Executive Creator Director at BTFL) came together in INFLOW Summits 2019 to talk about the essentials of measuring an influencer campaign.
Watch the video for the detailed panel, and let us know what you think on our socials!
Here are some quick tips:
Promote influencer content with paid media
Influencers’ contents are already favored by their audiences. With paid promotions you can go beyond what the algorithm allows and really optimize your KPIs, reaching a broader audience.
It’s not as simple as asking influencers to post on Instagram
An influencer marketing campaign is not just about contacting influencers and asking them to post on their socials. You have to have a strong brief and be meticulous in choosing the influencers. It’s a lot of work and that’s why there are agencies dedicated to it. You need to really get into influencer marketing with a sufficient budget in order to maximize your ROI and benefit to a greater extent from your influencer who is essentially a creative studio.
Commit long term
Long term partnerships are way more effective in influencer marketing. Think about the early days of celebrity marketing: Nike didn’t pay Micheal Jordan to play one basketball game. It was a long term partnership that brought a lot of memorability and credibility to the campaign. Find a real good fit, and stick with it!