Valentine’s Day is the day set to celebrate love and couples. For cynical marketers, it’s the perfect day to push roses and chocolate. But while these products are deeply connected with the day they are not the only products that can benefit from a targeted campaign in late January, or early February.
First of all, it’s important to recognize that Valentine’s Day is not the only holiday in the period, and even if much newer Galentine’s Day is building a stable following and is a perfect opportunity to improve the sales of self-care and women-targeted products.
Furthermore, understanding the feel of both holidays and crafting any campaign to match it. Luckily the feeling of both campaigns is very similar: they are aimed at showing love and appreciation to the people we have around may they be a romantic partner or a group of friends.
What is Galentines Day?
Born out of NBC’s sitcom Parks and Recreation, Galentine’s Day takes place on the 13th of February and is all about ladies celebrating ladies.
Galentine’s Day was first introduced in S2 Episode 16, aired on the 11th of February 2010. From there the concept picked up steam and never stopped. Even after the series ended, many of the female cast members came together to celebrate it yearly. And they are not the only ones: Michelle Obama and Lizzo among many other celebrities celebrate the holiday. Galentines is all about women’s friendship and empowerment and can be the perfect time to make a thoughtful gift to the women in your life.
Why should your brand have Valentine’s or Galentine’s Day marketing?
Q1 is a notoriously slow period for consumer sales, coming up right after the holidays, it has to face a smaller purchase power from many customers. Valentine’s and Galentine’s Day has the potential to mitigate this dry period by highlighting how is possible to celebrate your loved ones without breaking the bank (Sorry De Beers this article isn’t for you). In many cases, as you can see in our examples 2 and 4, a campaign before Valentine’s and Galentine’s Day can highlight different aspects of your offering and show unexpected uses.
Why influencer marketing is the optimal choice for Valentine’s/Galentine’s Day?
Influencer marketing is especially effective for these holidays since both dates are about connections, warmth, and the affirmation we give and receive. Influencers are seen as a close confidant, and their suggestions are taken to heart by many, especially when it comes to micro-influencers.
By employing influencer marketing during the Valentine’s/Galentine’s Day period, your campaign will have an authentic and personal feel that other channels are not able to reach.
To help you create the perfect campaign around Valentine’s Day we have rounded up 4 of the best examples of influencer marketing campaigns for you to take inspiration from.
Skims Valentine’s Day marketing
Kim Kardashian’s shapewear brand Skims celebrates Valentine’s Day with a special store featuring a collection for the day dedicated to love. With a range of products from lingerie to comfy loungewear for him and her, Skims wants to appeal to a broad and differentiated audience. To do so, they enrolled many micro-influencers on TikTok, each with a different style, body, and age. Each influencer presents a single piece of clothing that fits their unique persona. The campaign is wide enough to reach both partnered people, with more risque designs, and single women, with more comfortable fits.
Dove Galentine’s Day Marketing
Dove has a long tradition of running Valentine’s Day or better Galentine’s Day marketing campaigns. As a leading personal care brand, Dove is in the perfect position to constitute a thoughtful gift to remind the people next to you to take a moment to relax and focus on themselves.
Dove shows their commitment to making everyone feel special by providing the influencers in its campaigns with cute boxes containing all that is needed to have a self-care experience. This campaign has been so successful in highlighting Dove’s potential as a gift or treat around Valentine’s Day that it has been repeated over multiple years.
Touchnote Valentine’s Day Marketing
TouchNote is a British online platform that allows you to design and print personalized gift cards. Valentine’s Day is a perfect moment for their offering, and they maximize their impact. They partner with influencers and show how their cards can be used in many different ways: from playful to loving and all the shades in between. By employing a wide array of different influencers, it’s possible for them to reach different niches and have a very varied message while being consistent about their core offering.
Rite Aid is a drugstore chain that along with pharmaceuticals offers also personal care products, sweets, and stationery. Due to their varied offerings, they are perfectly positioned to be the one-stop shop to make a thoughtful gift for your Valentine or Galentine. In their influencer marketing campaign, they partnered with small local influencers and had them head to a nearby Rite Aid, then compose a gift bag for their significant other or their gals.
In one instance, they even pushed a step further and contacted a recent single influencer to show how Valentine’s Day would have been a great opportunity for self-care even if not part of a couple.
What does a Valentine/Galentine’s Day marketing campaign need?
No matter if you are targeting couples or groups of friends, the password is always authenticity. Both celebrations are aimed at showing how much we care about the people around us and how special they feel to us, and nobody feels special with a generic gift.
A campaign targeting this particular period should aim to highlight customization and personalization options if those are available. Otherwise, you may use the Skims route and focus on the unicity and fit of your product.
For best results, micro-influencers are going to be once again a winning choice: they allow marketers to reach audiences based on much more strict criteria than larger content creators. Furthermore, they are seen as more authentic and trustworthy therefore more likely to have an impact on purchase decisions, especially during holidays that call for a personalized touch.
Establishing the right price for an influencer can be difficult.
With unique characteristics and factors coming into play.
This doesn’t mean you should pass on the 5X ROI that influencer marketing can bring you.
We created this guide based on our experience to stir you in the right direction when it comes to influencer prices.
But before we start going into money talks let’s clarify some of the basics:
Is it worth paying influencers?
Definitely. There will always be influencers available to work for free but these are often starting influencers or ones with minimal traction.
It may be beneficial to create ties with emerging influencers in your area from the beginning but is also important to get access to more seasoned faces.
They are more than likely to expect compensation for their work.
In exchange, they will provide your brand with an extra boost of relatability, social proof, and, conversions.
How do I hire and pay influencers?
Hiring an influencer can be as simple as sliding in their DMs, even if we suggest taking a more professional approach.
Once you establish a line of communication you want to lay out what you are expecting from the collaboration and what are your goals.
Work out the details and sign a contract to put all the expectations and requirements in a written, legally binding form.
Influencer payment is often a very simple process that can be done by money transfer, but in some cases, especially if you are executing a campaign in a foreign country, you may have to adapt to local preferences about payments.
You can prevent many of these problems by outsourcing influencer management to a specialized agency.
What affects the price of an influencer partnership?
Influencers do not have a fixed price and due to their unique traits, the cost of a partnership can vary wildly.
There are many criteria to take into account when deciding what is the price worth of an influencer collaboration.
Content Category
Influencers who create within small, in-demand niches can charge higher rates.
In contrast, large popular content categories have lower rates due to the high supply of content that can be sponsored.
Audience Size
Audience size is often the first characteristic that is looked at by marketing professionals.
A larger audience means that more eyeballs are going to see the content but also translates into fewer people (proportionally) engaging with it.
Country of the Creator & the Audience
Creators from countries with a higher cost of living have higher costs for activation.
The nationality of the audience is also important since many products are tailored to specific countries.
Production Quality
The quality of the content on the channel sponsored reflects the brand image and the cost of production driving the price higher.
Engagement Rate
Engagement rate is a measure of an influencer’s ability to drive audience actions.
Higher levels of engagement are a strong indicator that an influencer can drive conversions.
Agency Involvement
When agencies are involved more parties need to be paid.
Agencies’ participation is often also connected to a higher quality of content and easier communication between parties.
Exclusivity
It is common for brands to ask influencers to not promote their competitors for some time after sponsored content.
Exclusivity clauses do not have a super pronounced effect but they are worth keeping in mind as they may come up during negotiation.
Repurpose Rights
If you want to use the sponsored content for your marketing material or on your channels you may have to add a little extra to the deal.
Time of the Year
There’s a well-observed phenomenon that ad spending is higher towards the end of the year.
And then goes through an early year slump while budgets are decided upon and brands recover from their Christmas spending spree.
Cross-posting
Most influencers operate on multiple platforms and is often possible to negotiate a package that includes multiple platforms.
These deals are a value add because the multiple touchpoints reinforce your brand’s image and improve conversion rates, at a lower cost.
Long-Term Promotion
If you can guarantee an influencer works over a long period in the form of multiple collaborations, you will be able to obtain a lowered CPM.
Celebrity Status
With more and more people turning to create content online some of them are already famous from other careers.
Collaborating with them can be beneficial since they are often more known to a wider audience than online-only personalities but they come with a higher cost of activation.
Types of Deals
But not all deals are the same.
You can adopt different methods of compensation based on which kind of agreement and KPIs you are going after.
To make your life simpler, here are the most common kinds of payment deals when it comes to hiring an influencer.
Flat-Rate Payment
A flat fee is paid in exchange for one or more posts on the creator’s platform.
This is the simplest form of payment as it requires no post-publish calculations.
However, it can be difficult to judge a fair price for a piece of content.
Affiliation
The brand pays the creator a percentage of profit for every one of its audience who purchases through them.
It’s generally disliked by creators since it does not guarantee any return for them.
Hybrid models are common: the brand can guarantee a minimum payment to creators while also a percent of sales as a bonus to the creator.
Non-monetary deals
Products and services can be offered in exchange for a promotion.
This is often the case with smaller creators.
A hybrid approach is also common: providing free products along with flat-rate payments.
Influencer Seeding Marketing Campaigns
In a seeding campaign influencers are sent a sample of the product without any kind of agreement but just for the possibility of them organically creating content around it.
Performance-Based
Typically deals will be structured around CPM with a fixed price per thousand views.
Paid out after a pre-agreed amount of time (often 30 days) the content is published.
This has the benefit of incentivizing good work from the creator while reducing the brand’s potential for overspending.
What is CPM
CPM, or Cost per Mille (Latin for one thousand) is a commonly used metric in influencer marketing and calculates the cost of a thousand interactions.
Often is agreed on a certain CPM before the campaign and after a certain time the interaction is counted and the payment is made based on the CPM rate agreed upon.
CPM by real views
With this model, the CPM is agreed upon in advance, and after, generally a month, the views are counted and the payment is made.
Ex. Jim agrees to sponsor a new drink for a $15 CPM. His video after 30 days has collected 100K views. The drink company is going to pay Jim $1,500 ($15 CPM X 100 thousand views).
CPM by average views
In this case, the final payout is agreed upon in advance on the base of the average amount of views the content receives.
Ex. Sal’s 20 most recent videos received between 80K and 120K views. A sponsor offers her a $20 CPM with 100K average views. Sal will receive $2,000 no matter the performance.
CPM by expected views
Expected views are a great tool when one recent video has over or underperformed sensibly.
Shaving off the outliers is going to be more representative of the actual results.
Type of Influencer Partnerships
Influencers are a versatile medium and they can be integrated into your marketing plan with many different types of content.
Here you can find some examples of the most common ones.
Keep your mind open to experiments with new and different ways that may benefit your goals.
Dedicated Post
Most common and simple promotion from an influencer.
A post showcasing your product and accompanied by a caption explaining the benefits/ their story with the product.
Video Integration
Similar to dedicated posts but for YouTube influencers.
While videos are about topics the audience finds interesting or entertaining you can buy a 60 to 90-second slot in the video with the creator introducing your product to the audience.
Giveaways
The influencer entices his audience to engage with your brand or your social media by offering the possibility to win one of your products.
Platform Takeover
Allow an influencer to publish from your brand’s social media and be in charge of them for a while. This is going to give more visibility to your channels and allow a different less business approach to social media.
Affiliate Marketing
Make influencers part of your team incentivising them to promote your brand with a part of the revenue.
Brand Ambassador
Brand ambassadors are people with large visibility designated to raise awareness of a brand or product.
Instead of a collaboration limited to a specified amount of posts or content pieces brand ambassadors represent the brand, often participating in company events and doubling as spokespersons.
The Right Price for an Influencer on each Platform
Influencers are active and available on many different social media platforms.
Each platform has its characteristics and different kinds of content that are available.
Here we will give you an overview of how much sponsored content costs in various forms and on various platforms in our experience.
The right price for an influencer on YouTube
YouTube is the largest video-sharing platform.
It has over 2 billion monthly active users and hosts more content than anyone could see in their lifetime.
It is also a hub for content of any type allowing marketers to tap into any kind of community they are interested in.
Integration Price
Integration is the most common partnership with YouTube content creators.
Your product will be promoted in a 60 to 90-second segment inside a larger video.
Is beneficial if the video and the product can be easily connected.
In our experience, integrations in a tier 1 country can cost a CPM between $15 and $25. Larger YouTubers are relatively cheaper but often have a less engaged audience.
The previously listed factors come into play to influence the final number.
Dedicated Video Price
Due to the cost and time investment of creators to script and film an entire video related to your product, dedicated videos are more expensive compared to integrations.
We estimate that you can expect the CPM to be double from an integration at minimum.
Therefore, in a tier 1 country, you can face costs of $30 and above for each thousand views.
Once again the final cost will be affected by many different variables especially technical costs related to the video concept.
The right price for an influencer on Instagram
Instagram allows its users to share photos and short videos.
Is the main platform for many influencers and one of the most used channels by marketers to promote their products.
Sponsored Post Price
A sponsored post cost can vary wildly due to many factors, in particular, the size of the influencer following.
Nano and micro-influencers are relatively cheap and a single post can be agreed upon with a budget between $100 and $1000.
When it comes to larger influence the cost can skyrocket significantly into the tens of thousands.
For celebrities, the price inflates even more, and $1+ Million deals aren’t unheard of.
Sponsored Story Price
Instagram stories are slightly cheaper than posts.
By disappearing in 24 hours they are only available for a small amount of time but they have higher levels of interactions and can directly lead to your shop.
The right price for an influencer on TikTok
Since its emergence, TikTok has consistently shown how its algorithm is extremely powerful at matching content with viewers.
Thanks to this characteristic the potential reach of any TikTok influencer is much larger than their followers list and each piece of content can be expected to be served to an interested audience.
Sponsored Video Cost
As usual, the following size is the most important aspect to determine the cost of a sponsored video.
Micro and nano influencers on TikTok have average prices from $20 to $500 per post.
Larger influencers can require compensation of up to a few thousand dollars, with celebrities once again being able to cash in the most.
How do I know the right price for the influencer I want?
Many influencers, especially if they are not new to sponsorships, have prepared a press kit that will outline what are their prices and which channels they are available for sponsorship. Otherwise, you may have to directly pitch to them your plan and ask for their price.
Influencer marketing agencies can be game changers for many companies since they will relieve the marketing teams from having to deal with each influencer individually and will instead provide a single point of contact.
In international or cross-country campaigns influencer marketing agencies are often better equipped to deal with different languages and cultures.
Also, influencer marketing agencies have the tools and expertise to evaluate the potential and effectiveness of each influencer before launching the campaign, translating into better results.
Therefore influencer marketing agencies are a powerful tool that many marketers should keep in consideration when planning a campaign.
How much does it cost to hire an influencer agency?
The cost of an influencer marketing agency may vary drastically by the scope and size of a campaign.
Commonly the cost is between 15% to 30% of the overall campaign budget.
Generally, agencies prepare a pre-campaign brief in which they illustrate the plan for the campaign and the expected results.his document also includes a breakdown of the costs that take into consideration the fees for the agency services.
In some cases, agencies may prefer a fixed fee or will want a different type of deal.
What should I look for in an influencer marketing agency?
There are many influencer marketing agencies available on the market and finding the right one for your goals can be a long process.
But most importantly you should be looking at the previous works the agency has done, the ability of the agency to operate in the geography your campaign wants to target, and their communication and reporting abilities.
What to look for when pricing an influencer
As we have seen many factors come into play when is time to price an influencer collaboration. But is also important to keep in mind other aspects independent from the influencer that help marketers to decide whether or not to proceed with the deal.
Average ROI
Influencer marketing is projected to give a 5:1 ROI on average.
That means that for every dollar spent $5 should come back in.
Not all deals will bring in $5 or more for each $1 spent but this is a good measure to identify which influencers have good potential and who is underperforming.
Previous performances
The size of the following is the main aspect taken into consideration when calculating an influencer price.
But it is important to know that is not the only thing that matters and it could be inflated.
Looking at engagement, likes, and sentiment analysis around an influencer’s content is going to give a better understanding of what is going on with an influencer and what is the potential of a collaboration.
Influencer marketing campaigns are a flexible tool that can be shaped to achieve a number of different marketing goals. They are cost-effective and extremely personalizable both for aims and delivery methods.
But many companies are still reluctant to use influencers, this is especially true with small to medium-sized brands which would have some of the biggest advantages to use influencers.
With this article, we want to shed some light on 5 aspects of influencer marketing and show how it is a viable option for many brands out there.
Understanding how influencers can help reach these goals will make it easy to create clear measurable goals for your brand and ace your next campaign.
1.1 Increasing Brand Awareness
Brand awareness is often a nebulous concept that gets used to vaguely explain a lot of likes/views on social media but not as many sales.
But that does not have to be the case. Brand awareness is a real thing and is extremely important for new and emerging brands.
By partnering with creators brands can introduce their products to new people and start establishing their name in the minds of possible customers.
Most customers require more than one touchpoint to make a purchase and having your product introduced by someone that the audience finds trusted and reliable is a great way to start this process.
Brand awareness is often calculated from the number of impressions a post receives. But can be also considered the increase of followers on a brand-owned social media or the brand mentions.
Campaigns that aim to increase brand awareness should maximize reach over any other objective and possibly do so by creating expectations and curiosity around the product.
1.2 Driving Sales and Conversions
Sales are the most direct measure of a campaign’s success. They bring to the brand tangible resources and show how the audience they targeted is directly interested in the product.
While easy-to-track sales can be more tricky to directly stimulate.
But influencer marketing can provide unconventional waysto boost your sales.
Many influencers are authorities in their niche, they grow their following by presenting their audience with valuable information and content related to their interests.
Partnering with well-known content creators in your brand’s niche will introduce your product to an interested audience and show it as a reliable product.
1.3 Enhance online presence
One’s online presence and reach are most commonly evaluated by the number of followers on social media and how the followers are engaged with the posts published.
Influencers can be an amazing tool to improve reach and engagement. Social media take over and campaigns that foster participation can drive a lot of traffic to a brand’s social channels.
2. Choose the Right Influencers
Influencers are not all the same, each one of them is slightly different and caters to a unique audience.
Therefore, when creating an influencer marketing campaign is important to select carefully which influencers to partner with.
In the early days, follower count was all that mattered; nowadays, it has been replaced by taking into consideration metrics that more closely reflect the campaign results.
Here are three tips for picking the right influencer:
2.1 Authenticity Matters
Being authentic is a highly debate characteristic in the days of Photoshop and beautifying filters. But more than how an image can be authentic or not you want to focus on the message.
Many influencers gained notoriety by showing their true colors and it created a deep connection with their audience.
Being able to identify and partner with those content creators who are the genuine faces in your niche is going to lend credibility to your product and help its penetration in the market.
2.2 Engagement Over Follower Count
How useful is a huge number of followers if they don’t engage with the content published?
Not much.
That’s why you should not only look at the follower count but also take into consideration metrics like engagement rate, sentiment, and historical trends.
A large following still has utility, especially if the campaign is aiming at increasing brand awareness or reaching a completely new audience.
When a campaign aim to improve sales, an engaged audience is more likely to bring positive results.
Micro-influencers cater to niches of content that are often very segmented and allow them to target highly specific audiences.
Due to the small size of their following, they often have a much closer and more personal relationship with their fans. Due to this connection, followers are likely to trust them more and see their opinions and suggestions like one of their close friends.
Ads on many other mediums are often crafted to tend to a generalist audience, trying to catch the attention of as many people as possible. But with influencers, there is already a self-selection of the audience.
A successful campaign needs to combine the understanding the influencers have of their audience with the brand personality in an almost seamless manner.
3.1 Brainstorm with your influencers
First and foremost, influencers understand their audiences well.
Therefore, it’s recommended to include them in the process of crafting the campaign messaging and modes of delivery.
Brands should limit their intervention to establishing overarching themes, while delivery and artistic ideas should be reserved for creators.
3.2 Visual Storytelling
Social media are largely visual first platforms, when creating an influencer campaign be aware of these details.
A campaign that involves multiple influencers across different platforms should still be easily recognized as such just by taking a look at it.
Creating a framework to operate in is a great way for brands to have influencers on the same wavelength.
Shared details like ad structure, ways to introduce the product, color scheme, etc. help the customers to easily remember the products and create a stronger connection with them.
3.3 Interesting and Informative Content
Influencers are not spokespersons, they don’t exist only to promote brands.
Their appeal is largely due to them bringing interesting and informative content to their audience.
Likewise, a marketing campaign should be aimed at bringing value to them.
The customer should have the feeling to have gotten something out of the ad even before purchasing the good.
4. Establish Clear Guidelines
Creators can be difficult to work with especially when it’s the first time.
Miscommunications are often the spark to attrition.
While in most cases they are not deal breakers and are made in good faith these issues are still an annoyance to deal with. Luckily they can be avoided just by implementing two simple mechanisms:
4.1 Brief the influencers
Before the creators start to workon their deliverables make sure to explain to them the campaign, what is expected, and the final goal.
Make clear which parts of the campaign have to be strictly implemented and where they can use a major degree of freedom.
Having everyone aware of limits and flexible points is going to help the campaign run smoothly without requiring too much back and forth between the brand and creators.
4.2 Collaboration, Not Control
Ultimately brands want to partner with influencers not only for their platform but also for their style, and the ability to convey messages.
Therefore, partnerships should be imprinted toward collaboration: including their inputs and style in the campaign is going to enhance the results all while giving it an exclusive touch.
5. Measure and Optimize
Many think that influencer marketing lacks ways to measure its impact but that is just because they never looked into it well enough.
As with every other form of marketing, influencer marketing goals and results can be tracked, and since all actions on social media are recorded it is even simpler than with other mediums.
With this level of information, it is also simple to understand on the fly how things are going and focus on what works.
5.1 Analyzing Key Metrics
If the goals have been established correctly it is easy to know what metrics are important and need to be kept in mind.
This way a campaign can be tracked minute by minute showing easily how different factors influence the result.
5.2 Continuous Improvement
By keeping track of the results in real-time a campaign can be stirred in a more favorable direction.
Campaigns can commit to different approaches at the same time initially but focus only on the winning ones when the data comes in.
Conclusion
Influencer marketing campaigns have at times a bad name because of a lack of understanding of what influencer marketing can really bring to the table.
With our 5 tips, we wanted to prove that influencer marketing is a great tool for brands once is understood and campaigns are crafted keeping in mind the strengths and weaknesses of it.
To pull off the best influencer marketing campaign you are going to need the right tools. Read along to discover what influencer marketing tools are and how they can make your life easier.
What is influencer marketing?
Influencer marketing consists of partnering with online personalities in order to target specific groups and demographics with advertisements they will find relatable and coming from a familiar source.
Social media are extremely vast and often don’t offer effective ways to browse them. In many cases, the platforms are strict about the data that are provided and in which format they are provided.
Influencer marketing tools are going to fill this gap allowing for a smoother experience throughout your whole marketing journey
What you can expect from this list?
This list of influencer marketing tools is going to cover all your essential needs from the inception of a campaign to carry it out. It will cover influencer discovery, contacting, content creation, and campaign tracking.
Influencer discovery tools
Influencer discovery tools are a must-have in most influencer marketing campaigns and allow for rapid individuation of creators that align with your brand.
What is influencer discovery?
Influencer discovery is the process of finding influencers that are good fits for your brand and your campaign. This involves identifying influencers that
have a following in your target market and niche.
are actively engaged and trusted by their audience.
create high-quality content.
For example, if you are a lifestyle brand and you are looking for an influencer to partner with you may browse some popular hashtags in your niche. But it would only bring up the most trending content at the moment, also weighted on what the algorithm understands to be your taste.
Influencer discovery tools allow a more neutral look at content and creators. Making it easier to see the trends in their performances and identify the best fitting for your goals.
To find the perfect fitting influencer, you want to look at the following metrics:
following’s size
Demographics
engagement rate
content niche
tone of the content
An influencer should not only be someone with expertise in the field of your brand but also someone whose values and vision align with your brand.
Influencer discovery can be done organically by combing through social media and looking for popular hashtags or by using professional influencer discovery tools. Finding enough information to make an informed decision using organic searches can be very time-consuming and requires a deep understanding of the market you are targeting to be done effectively.
Why do you need an influencer discovery tool?
An influencer discovery tool can be a true game changer for setting up an influencer marketing campaign the right way. By collecting large amounts of data on influencers across various platforms influencer discovery tools enable one to compare different influencers on many different metrics.
Influencer discovery tools not only show things such as followers count, posts likes, and amount of comments but tools, like CreatorDB, can provide trends over time, growth rate, and sentiment of the audience.
By relying on one your influencer marketing will have a strong data-backed foundation without the burden of collecting and analyzing the data of each creator yourself.
Influencer discovery tools are a necessity for any brand that is looking to establish a strong and result-oriented influencer marketing campaign. Thanks to such tools a brand can quickly discover solid candidates to partner with and roll out campaigns effectively.
Influencer marketplace platform
What is an influencer marketplace?
An influencer marketplace is a platform that connects brands with influencers. They often allow brands to search influencers by criteria such as follower count, engagement rate, or audience demographics.
They provide deeper analytics about the influencer but a much smaller pool of creators to choose from.
Many influencer marketplaces allow also for brands to post collaboration opportunities and for influences to apply. This can be a great choice if your brand is looking to collaborate with many small influencers at the same time and doesn’t want to look for each of them individually.
Why do brands need an influencer marketplace?
Influencer marketplaces are easy to use since their primary function is to connect brands and influencers. Often they allow for searching for an influencer and messaging it without leaving the platform.
The use of an influencer marketplace is typically going to give access to a direct channel with influencers saving time on cold-emailing. While also giving a price to a collaboration right away and preventing spending time to pursue deals out of the budget range.
Content creation tools
While we suggest that you leave most of the creative process to the content creators and trust their expertise on what their audience enjoys, we also think there are some situations where you should get your hands dirty.
Why content creation tools in influencer marketing?
If you are carrying out a campaign that involves multiple influencers or a specific message you may want to be able to have a certain level of control over the style and aesthetic of the campaign.
You may want to provide the creators of your campaign with custom-created assets that are shared across the campaign. These may include virtual backdrops, banners, and personalized packaging.
What are the basic needs for a content creation tool?
When it comes to content creation tools, you may want to consider the one that allows you to do as much as possible in the same environment. You should be looking at:
Visual creation/editing
Video creation/editing
Exporting in different formats
Creation of templates
Royalty-free assets
Screen recording
Each campaign is going to be different and the needs in regard to content creation will be different as well. These are just the most common needs you will have to face while managing an influencer marketing campaign.
Campaign tracking & analytics tool
What is a campaign tracking and analytics tool?
An influencer campaign tracking and analytics tool helps brands track and measure the performances of their marketing campaigns. Tracking metrics like engagement, and sentiment, and correlating them with other content in similar categories allows brands to understand if the influencers are performing well or not.
Similarly to influencer discovery tools, they allow brands to understand if an influencer is a good fit for them and if their product is resonating with their audience. By monitoring how various metrics move in relation to different creators and types of content they can highlight better-performing strategies and allow for the improvement of the campaign during its course.
Why do you need to track your influencer marketing campaign?
Not tracking your influencer marketing campaign would be equal to learning to drive and then do it blindfolded. While in theory, all the concepts required to do it are clear in your mind you are relying that nothing unexpected happens.
Social media are a fast-paced environment where what works today may not work tomorrow, it probably will but better be sure. Keeping an eye on your campaign while it runs would allow you to adapt to rapid changes and turns.
Being able to change course or embrace new trends is the card up your sleeve you need to adapt your influencer marketing campaign to the social media environment.
Furthermore, tracking results and understanding how different creators perform will give you an understanding of who are the influencers you want to extend the partnership with, and maybe turn them into brand ambassadors and who are the ones that are not such a good fit.
Influencer marketing has become an essential part of modern digital marketing strategies. With the increasing use of social media and the rise of content creators, influencer marketing has proven to promote brands, products, and services effectively. A well-managed influencer marketing campaign can provide a significant return, help increase your visibility, and reach your target audience. But it is essential to know how to streamline your influencer marketing campaign management process to obtain the right results.
This article will explore the benefits of streamlining your influencer marketing campaign management process and provide actionable steps to help you achieve it. We will also discuss the challenges brands face when streamlining their influencer marketing campaigns and provide recommendations to help overcome these challenges.
What are the benefits of streamlining your influencer marketing campaign management process?
By establishing clear guidelines, deadlines, and milestones, you can ensure everyone involved in the campaign is on the same page. This can help you avoid confusion, reduce the risk of miscommunication, and improve coordination between team members and influencers. A streamlined influencer marketing campaign is going to be easier to run and able to convert better.
Effective communication with influencers is crucial for successful influencer marketing campaigns.
By streamlining your campaign management process, you can establish clear communication channels that ensure timely updates, feedback, and collaboration with influencers. This can help you build stronger relationships with influencers and create more authentic and engaging content that resonates with your target audience. By establishing clear guidelines and expectations, you can ensure that the content created by influencers aligns with your brand values and messaging. This can help create a more cohesive and impactful campaign that resonates with your target audience.
Another benefit of streamlining your influencer marketing campaign management process is the ability to adapt quickly to changes in the market or industry. By monitoring industry trends and experimenting with new strategies, you can stay ahead of the curve and adjust your campaign as needed. This can help you maintain your competitive edge and achieve better results.
How to streamline your influencer marketing campaign management process
To streamline your influencer marketing campaign you will need to look at five main areas: identify campaign goals and KPIs that will signal their accomplishment, individuate your target audience, create campaign briefs and guidelines, establish clear communications with the influencers and track your results.
The first step in streamlining your influencer marketing campaign management process is identifying your campaign goals and key performance indicators (KPIs). Your goals and KPIs should be specific, measurable, achievable, relevant, and time-bound.
Keeping your KPIs in check will help you determine the success of your campaign and align it with your business objectives.
The second step is to define your target audience and select the right influencers. You should identify influencers who have a relevant audience and can help you achieve your campaign goals. You can use the CreatorDB platform or API to find the right influencers based on their audience demographics, engagement rates, and past collaborations.
The next step is to create a campaign brief and guidelines. The brief should provide clear instructions on what you expect from the influencers, including the type of content they should develop, the messaging they should use, and the campaign hashtags.
The guidelines should outline the do’s and don’ts of the campaign, including any legal or ethical considerations.
Establishing clear communication channels is necessary for effective influencer marketing campaign management. You should establish a communication plan that includes regular check-ins with influencers, campaign progress updates, and influencer content feedback.
This will help you save time and reduce the risk of errors.
Tracking and analyzing campaign performance is crucial for evaluating the success of your campaign and making data-driven decisions. You should have identified your KPIs based on the campaign goals and have a clear why you are tracking them.
You can continuously improve your campaign management process using the feedback collected from KPIs. You should also monitor industry trends and experiment with new strategies to learn from your successes and failures. With the right tools, you can also consider your competitor’s moves and use them for ulterior feedback. This will help you stay ahead of the curve and optimize your campaigns for maximum effectiveness.
What are the challenges to streamlining your influencer marketing campaign management process?
The most common challenges that brands face when trying to streamline their influencer marketing campaign are related to influencer discovery, compliance too regulations, and ethical standards, and overcoming language and cultural barriers to target foreign audiences.
The first obstacle many will encounter is finding the right influencers to work with. With so many influencers and social media platforms, it can take time to identify the influencers who best fit your brand and your campaign goals. Brands must invest time and resources into researching and identifying the right influencers.
In addition, compliance with regulations and ethical standards can be challenging, mainly when operating in multiple countries simultaneously. Brands must comply with laws and ethical standards related to disclosure, transparency, and privacy. Failure to comply with these regulations can result in legal issues and damage a brand’s reputation.
Language and cultural barriers, brands need to understand their target audience’s cultural nuances and local context to create campaigns that resonate with them. This can be challenging for brands that operate in multiple regions or for brands that are trying to expand into new markets.
Conclusion
In conclusion, streamlining your influencer marketing campaign management process can benefit your brand. First and foremost, it can help save time and resources, allowing you to focus on other essential aspects of your business. Additionally, streamlining your influencer marketing campaign management process can lead to better targeting, increased engagement, and higher ROI.
It is essential to be proactive in your approach to influencer marketing and invest in the right tools and strategies to maximize your success. This may include leveraging data-driven insights to create influencer selection and campaign strategy, setting expectations upfront, providing straightforward content creation and posting guidelines, and regularly checking in to ensure everything is on track.
Another essential strategy is to leverage technology and automation tools to streamline your workflow and increase efficiency. This may include using software to discover your influencers, automating campaign tracking, and market overwatch.
Ultimately, the key to success in influencer marketing is to stay agile and adaptable, constantly experimenting with new strategies and tactics to find what works best for your brand. This may require a willingness to take risks and try new things and a commitment to ongoing learning and development.
If you want an easy way to implement your influencer marketing campaign, you can check CreatorDB Agency: we are experts in handling influencer marketing campaigns. Since its inception, CreatorDB Agency has designed and executed campaigns for clients across the globe collecting billions of views and delivering astonishing results to our clients.
In today’s digital age, influencer marketing has become essential to a successful marketing campaign. However, the competition for the top influencer is fierce, and it is difficult for any brand to stand out if you only plan to use multi-million followers influencers. This is why you should plan your campaign with micro-influencers – individuals with a smaller but highly engaged following on social media platforms.
Unlike macro-influencers with millions of followers, micro-influencers have a more niche audience and are highly effective in reaching and engaging with a specific target audience. They are also cost-effective, making them popular for small and medium-sized businesses.
To plan a marketing campaign with micro-influencers is required careful consideration of several factors, including identifying the target audience, researching potential influencers, building relationships, and developing content guidelines. This article will delve into these factors to help you plan a successful micro-influencer marketing campaign for your brand.
Identifying target audience
One of the most critical steps in planning a marketing campaign with micro-influencers is identifying the target audience. The success of your campaign hinges on your ability to connect with your audience, which requires a deep understanding of their demographics and psychographics.
Demographics refer to characteristics such as age, gender, location, income, and education, while psychographics focus on interests, values, attitudes, and lifestyle.
Defining the goals and objectives of your campaign is crucial for ensuring its success. You might aim to increase brand awareness, drive traffic to your website, or boost sales.
Ensure your goals align with your overall marketing strategy and business objectives.
Defining the objectives of your campaign will help you track your progress and measure success. Track metrics such as engagement rate, impressions, click-through rate, or conversions. Knowing what you want to achieve and how you plan to measure it will help you stay focused and determine the success of your campaign.
Once you have identified your target audience’s demographics and psychographics, the next step is to find relevant micro-influencers who can help you reach and engage with them. Researching potential micro-influencers involves analyzing their audience and engagement and measuring the impact of their previous campaigns.
Tools like CreatorDB can help you speed up your work and find the right influencers. These tools can help you plan your marketing campaign with micro-influencers by providing an easy way to search for influencers by keywords, topics, locations, and hashtags. They deliver insights into influencer profiles, audience demographics, and engagement metrics, making evaluating their suitability for your campaign easier.
Analyzing the potential micro-influencers audience and engagement is critical to ensure they can effectively reach and engage with your target audience. Look at their followers’ demographics, psychographics, and engagement rates to determine whether they align with your campaign goals.
You want to partner with influencers whose audience matches your target audience’s characteristics and interests and who have high engagement rates, indicating that their followers actively engage with their content.
Another important aspect of researching potential micro-influencers is measuring the impact of their previous campaigns. Analyzing their past campaigns’ performance can help you determine whether they can deliver the results you want for your campaign.
Using the CreatorDB platform would be sufficient to look at the sponsored content tab to see how the sponsored content they created has performed and was received. Look at their engagement rates and reach to see how effective their campaigns have been in the past.
Building relationships with micro-influencers
Once you have identified potential micro-influencers for your campaign, the next step is to build a relationship with them. Building a solid relationship with micro-influencers is essential for ensuring they are invested in your campaign’s success and motivated to promote your brand authentically.
Approaching micro influencers professionally is crucial for building a positive and lasting relationship with them. When reaching out to potential influencers, introduce yourself and your brand, explain why you think they would be a good fit for your campaign, and outline the partnership’s benefits.
Be clear about your expectations, and ask for their input and ideas. Make sure to communicate professionally and respectfully throughout the negotiation process.
Negotiating the terms of the partnership is an essential step in building a relationship with micro-influencers. Discuss the scope of the partnership, including the type of content they will create, the timeline, and the compensation.
Be clear about your expectations, and be open to their ideas and feedback. Reaching a mutually beneficial agreement that aligns with your campaign goals is essential.
Managing the relationship and communication with micro-influencers throughout the campaign is crucial for its success. Ensure they have clear guidelines and expectations for the content they will create and promote. Stay in touch throughout the campaign, providing feedback and support and answering any questions they may have. Celebrate their successes, and show appreciation for their hard work and dedication to the campaign.
Maintaining a positive and respectful relationship with micro-influencers will ensure the success of your current campaign and open the door to potential future collaborations.
Once you have contacted the micro-influencers you are interested in and negotiated the terms of the partnership, the next step is to plan content guidelines. Developing clear guidelines for the type of content micro-influencers will create is essential for ensuring their content aligns with your brand’s values and message.
Co-creating content guidelines with micro-influencers ensures their content aligns with your campaign’s goals and resonates with their audience. Involve micro-influencers in content planning, and ask for their input and ideas.
Collaborating with influencers can help you create authentic and engaging content that reflects their unique voice and style.
While it’s important to involve micro-influencers in content creation, ensuring that the guidelines align with your brand’s values and message is essential. Clearly outline the brand’s tone, messaging, and visual guidelines, and provide examples of what kind of content is on-brand. Ensure that the policies are consistent with your brand’s overall marketing strategy and that the content created by micro-influencers is consistent with your brand’s image.
Ensuring the guidelines are clear and easy to follow is also essential.
Provide clear instructions on the type of content, the number of posts, the platforms to be used, and the timeline. Give micro-influencers the creative freedom to produce content that resonates with their audience while still adhering to the guidelines.
Conclusion
Planning a successful marketing campaign with micro-influencers requires careful consideration of several factors, including identifying the target audience, researching potential influencers, building relationships, developing content guidelines, and measuring success.
By following these steps, you can create a campaign that resonates with your target audience, promotes your brand authentically, and achieves your business objectives. Remember, micro-influencers may not have millions of followers but have a highly engaged and niche audience, making them a practical and cost-efficient option for small and medium-sized businesses.