Management of a Campaign
When we look at an influencer campaign from a high level, there are enough bells and whistles, cogs and doodads to keep a major percentage of your marketing team occupied(influencer marketing singapore).
Running an influencer campaign isn’t a set-it-and-forget-it situation, contrary to common opinion. Because…
Even if you offer influencers complete creative power and intend to approve everything they submit you, you’ll still need a few people to handle the practicalities of running a campaign and ensuring that the content motivates your audience to take the activities you want them to.
Many of the issues brands face with their campaigns can be linked back to the team (or lack thereof) in charge of the campaign. In order for your influencer campaign to go smoothly, you’ll need team members who will take on some key responsibilities, such as:
- Identifying influencers
- Defending against influencer fraud
- Influencers are being sent products.
- Keeping your brand safe
- Developing innovative ideas and strategies
- Keeping to the schedule
- Putting tracking pixels in place (for affiliate links)
ensuring that influencers follow FTC guidelines
- Adapting methods in response to algorithm updates
- Adding new features to social media if they would benefit your campaign
- Campaign optimization
Which brings us to the topic of this section: how to improve the results of your influencer efforts.
Which Influencer Marketing Metrics Should You Monitor?
That is, without a doubt, the question that brands (particularly CMOs and VPs) want answered before, during, and after their influencer campaign. Which metrics will help our brand get traction?
You and I both know that influencer marketing was on the verge of becoming infested with fraud a few years ago, when brands were hellbent on only associating with influencers who had the most followers and engagement, two easily gamed metrics.
The following are some of the key KPIs to keep an eye on during an influencer campaign:
Post Engagements – The amount of likes, comments, and shares received by a certain post.
Post engagements / total number of followers * 100 = Engagement Rate
Story Views – The number of times an Instagram story has been seen by a user.
Story View Rate = total number of followers / total number of views * 100
Post Video Views – The number of times an Instagram video post has been watched by a user.
The many activities a user can take on Instagram stories include replies, shares, profile taps, and link clicks.
Post Impressions – The total number of people that have seen your post.
Post Reach – The total number of people who see your content for the first time.
Clicks – The number of times a user interacts with a post by clicking on a link to a specific URL. The number of clicks is calculated using a variety of methods, including the link in the bio, swipe up, post links, and so on.
Unique UTM links – They use these tags at the end of a URL to track clicks and the effectiveness of marketing campaigns.
Tracking Pixels – These snippets of code are used for blog material and allow you to collect information about visitors to a website (how they browse, what type of ads they click on, etc.)(influencer marketing singapore)
Brand Sentiment – Was the branded material relevant to the influencer’s audience, and did it genuinely resonate with the audience? (ie: commenting on the outfit vs. the brand sponsorship or messaging)
And, based on your campaign goals, the recommended metrics for this list can play out in a variety of ways.
Improving the Return on Investment (ROI) of Influencer Marketing Strategies
One of the best parts about running an influencer campaign is that you can make changes to live campaigns while they’re still running and track the KPIs indicated above in [near] real time. As already-live postings provide the knowledge you need to keep your campaign operating successfully, you may make modifications to the content, messaging, images, and even your overall influencer marketing approach.
You may leverage influencer-generated sponsored content to target the specific audiences that are most relevant to you, right from the influencer’s account, thanks to optimization. Because the endorsements come straight from the influencers’ accounts, rather than the brand’s account, this amplifies social proof.
Create an optimization strategy that you can use as a road map to improve the performance of a LIVE campaign and deliver data that has a big impact across all of your marketing platforms.
What is a call to action (CTA)? They called a button or request for users to do something, to take some form of action, as a call to action.
Why is a CTA necessary? They make connections, conversions, they expand customer reach and they motivate your audience.
Campaign concepts are as follows: Creative ideas that are brand-safe and encourage consumers to interact with your campaign’s content.
Why are concepts important? They create it to assist the brand in achieving certain marketing objectives.
Type of Post #3
What are the different categories of posts? The term “post type” refers to a combination of media formats and platform characteristics.
Why are post kinds important? Posts are the manifestation of the campaign’s creative concepts. They should link the post style that most successfully compels the target audience to take action with the concept.