Influencer Campaigns are all the buzz right now, and for good reason. In the next 2 years, expect a whopping 10 billion dollars to go in to the influencer industry – with that same amount decreasing in print spend.
What is a Social Media Influencer?
Someone who has a voice of authority in a particular niche or industry who uses a social platform as the vehicle for their influence. This could be a blogger, youtube star, videographer, comedian, activist, writer, athlete, celebrity, and so on.
So how do I run an Influencer Campaign?
Running an influencer campaign isn’t very difficult – but running a successful campaign that actually provides value to the specific goals you have for your business, takes careful planning, execution and strategy.
There are 6 basic steps:
- Determine your goals
- Establish the type of campaign
- Identify Your Influencer
- Communication Strategy
- Coordinating Campaign
- Measuring Results
Step 1: Determine your goals
“I want to grow my business” is a great idea but a shitty goal.” – Mike Moll, Founder of SMH
There are 3 broad categories which basically all measurable goals can be broken into:
- Brand Awareness/Credibility
- Lead Generation
- New Target Audience
Establish an actionable goal. Here’s what that looks like:
A) I want to host an influencer experience so I can have enough photo and video content for my next year of social media – and develop meaningful relationships for any future events/products I release
B) I want to drive a ton more traffic to my blog/website
Step 2: Establish the Type of Campaign
Here are the most successful, proven and popular types of campaigns:
- Discount Codes
- Lifestyle Promotion
- Ambassador Campaign
- Reviews / Instructional
The type of campaign you choose really varies on your business, product, service, and goals.
Step 3: Identifying Your Influencer
First things first: expect to compensate your influencer. There are far too many crappy marketers out there asking individuals to do stuff for them for free, as if it is some great honour to be associated with your brand. It’s not. Influencers work HARD. Their brand is their business. Respect that.
The general rule for compensation per post/piece can be broken down into the following:
.01/follower, so 100 followers per $1.00. $500 means 50,000 followers.
Is my influencer a GOOD influencer?
Calculate their engagement and check for fake followers.
To learn how to do this, check out the following link written by one of our favourite marketing experts, Caley Dimmock.
Fake Followers? WHAT?
Yeah, they exist. And too many marketers look at big following numbers and completely forget about engagement – which is really what matters. Faking engagement is hard to do.
Check on an influencer’s engagement rate is a really simple way to figure out if their followers are fake. If a users engagement rate is WAY below the average it is fair to assume at least a chunk of their following is not real. Avoid these influencers. Not because it’s unethical (though it is that) but because when they promote your material, their audience won’t actually care.
Step 4: Communication Strategy
THE MORE SERIOUSLY YOU TAKE YOUR INFLUENCER, THE MORE SERIOUSLY THEY WILL TAKE YOU
Reach out via DM or email. We’ve developed a formula for simple, effective outreach that gets results. Do not exceed 6 sentences. No one has time to read an essay.
- Say hi.
- BRIEFLY introduce yourself
- Compliment/ compare brands. “We loved that post you did about…”
- THE ASK (one sentence)
- Provide contact information
Here’s an actual example of an outreach we did on behalf of Dymatize Canada:
I’m [name], the Community Manager of Dymatize Canada’s social team. We’re a supplement brand based in Toronto and are looking for a couple of fitness influencers to work with our brand. I really liked the post you made last week about the right kind of diet for intense training and would love to chat with you about opportunities to represent our brand. If you have any interest, please shoot me an email at [email].
Step 5: Coordinating Campaign
After you’ve found your influencer and reached out…
- Outline the deliverables on both sides. Make sure they know what you want from them and ensure they know what you’ll be compensating them with – whether it is a product or a paycheck.
- Prepare hype for the campaign by posting about it. Instagram Stories is a great place to push that hype. Make sure your community is pumped.
- Campaign Launch! Start tracking metrics that relate to your goal such as traffic to the website, followership increase, impressions and so on. Make sure you share all posts or created content across all of your channels.
Step 6: Measure Results
Thank the influencer, provide compensation and make sure you receive all original photos and videos. You’ll be able to use them later.
Now take a deep dive into your analytics and find out what worked best. Some important metrics to consider in your reporting are:
Social Media Growth
Yay, you’re done! That’s it.
Influencer campaigns are truly one of the most effective marketing techniques of 2018, and will only continue to grow in the next few years. If you’re looking for a deeper dive into all this, email our founder at firstname.lastname@example.org