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4 Key Influencer Marketing Considerations

4 Key Influencer Marketing Considerations

Live Stream, Food, Technology, Cars, Motoring, Luxury, YouTube, SnapChat, Facebook, Twitter, Instagram, Product Ads, Millenials, Teen Guys, Young Professionals, Luxury
24 Aug 2017
by Tess Moujaes

Instrumental finds talent that drives sales. We use our TalentAI technology to identify fast growing online creators and influencers that offer high returns to our media clients and brand partners.


More brands and businesses are embarking on influencer marketing campaigns in 2017 than ever before, but that’s not to say that best practice is always at play.

Today we bring you another list of key considerations to take into account before embarking on an influencer marketing campaign... 

1)    Is the influencer reaching your target consumer?

They may have millions of subscribers and generate huge engagement figures with every image or video they post, but how useful is such a big (and no doubt expensive) influencer, if the audience they’re engaging with isn’t targeted?

Data is key to winning at influencer marketing. If you can ensure that your influencer, no matter their size, is hitting the right audience for your brand, then you’re in the best place to execute a successful campaign.

You even might find that an influencer with a smaller follower count has an audience that is much more targeted to your consumer demographics. Thus a data-driven influencer selection could result in significant savings on influencer fees.

     

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2) Is the influencer-brand pairing an authentic one?

While stats are important, it’s also imperative that the influencer selected is on-brand – but what do we mean by this? Here are some key questions to ask yourself before making your influencer selection: 

  • Does the influencer match your brand’s tone of voice?
  • Does the influencer's content and passion point reflect your brand? For instance a fitness influencer vlogging about the latest health supplement wouldn’t look out of place or inauthentic.
  • Have you carried out a thorough background check on the influencer and their social channels?
  • What other brands has your influencer worked with?
  • Does the influencer instinctively feel right?

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3)    If it works, do you have more budget at the ready?

Working with influencers for the first time is often a test-and-learn scenario. Certain things can help inform brands which influencers are working for them and which aren't. A key indicator is audience sentiment which can be measured by analysing the comments. Another indicator of individual success is using trackable links to compare click-through rates. 

If certain influencers prove more successful than others, do you have more budget available to continue to work with them and develop a longer-term relationship? This can lead to the discovery of a future brand ambassador.

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4)     Are you being too prescriptive with the creative direction?

 We’ve said it time and time again – let the creator create!

Simple enough to say, but much harder in practice for brands to relinquish control and let influencers do it their way. However, releasing creative control is imperative for a successful influencer brand partnership.

Influencers have grown their following from nothing and so are in the best place to judge what will most effectively resonate with their audiences. What’s more, larger, high-paid influencers whose channels are becoming saturated with branded content are losing engagement, with audiences aware of the often forced and unnatural advertising that can permeate the content.

Therefore if you really want engaging content then let the influencer do what they do best and steer their own content.


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