Get your influencer marketing campaign started with our step by step guide. Learn how to select the right influencers for your campaign goals and effectively measure results.
When we think of influencers, social media stars or mini-celebrities on Instagram comes to mind. However, an influencer is more than just skin-deep superficial good-looking men and women with a penchant for photography.
Industry leaders in their own fields are influencers in their own right. They can help brands reach out to an audience that traditional channels may not be able to in the age of social media.
Are you planning to start an influencer campaign? Follow our simple step by step guide and create an effective influencer marketing plan today!
- Step 1 - Identify your campaign goals
- Step 2 - Identify the most suitable influencers for your brand
- Step 3 - Determine the scope of work
- Step 4 - Going live with the campaign
- Step 5 - Reporting and follow-up
- Example of a successful campaign
- Things to note
#1. Identify your campaign goals
Define your campaign objective
Are you aiming for brand awareness, sales or app downloads?
It is also possible to have a mix of macro and micro influencers in 1 campaign.
This is no magic formula and just a rough guide - at the end of the day, how effective or relevant an influencer is highly individual.
Define your budget and campaign duration
Bigger budgets are required for more popular influencers and longer campaigns. Cost also varies according to posting platform and format.
Depending on your budget, you can decide on:
- Number of influencers to recruit
- Number of followers per influencer
- Number and frequency of postings per influencer
#2. Identify the most suitable influencers for your brand
A suitable target audience
Make sure your influencer's followers matches your target audience demographic.
Consider their audience's age, race, gender and interests and if they are in line with who you want to reach.
Authenticity - Watch out for fake followers!
In the competitive social media world, we've all heard of unethical influencers purchasing fake followers to fool unsuspecting brands. Don't potentially lose your budget to phantom users!
Do a check of the influencer's followers and engagement ratio. If the former seems disproportionately higher than the latter, there’s a good chance they might be fraud.
Relevancy is how well an influencer's social media content fits with your brand image. You don’t want to be getting a teenager to promote babycare products, for instance!
Take the time to research on your influencer's past postings, both paid and unpaid to see if they are a good fit for you.
#3. Determine the scope of work
Posting platform and format
Instagram, Youtube, or Facebook?
Ultimately, you’d want influencers to post where most of their audiences are at. Generally, influencers in Malaysia are most active on Instagram.
The posting formats on popular platforms are:
* Varying charges may apply for each format. Videos are typically more expensive than photos.
The best paid posts are those which strike a balance between a clear branding message and the influencer's authentic voice, without sounding overly hard sell.
Some commonly-used influencer post ideas are
- Product reviews
- Product giveaway contests
- Youtube/IG tutorial of your product
- Giving out coupon codes to encourage fans to try your app/ service
Some of the post examples:
#4. Going live with the campaign
Always double check!
As human error can occur, make sure you double check your influencer’s postings once they are up (or if they are even up at all!) for caption mistakes and so on.
#5. Reporting and follow up
How do we measure the results of influencer campaigns?
Tracking conversions is only possible if you provide your influencers with a unique URL or promo code.
If sales is not your campaign goal, here are a few metrics you can look at:
- Number of impressions
- Number and cost per engagement
- Number of likes & comments in comparison with non-sponsored posts
- Number of campaign hashtags used by non-influencers
- Increase in profile visits during the campaign (can be attributed to tags in influencer posts)
Example of a successful campaign
Things to note
Exclusivity - a premium is imposed when you want to tie down an influencer to your brand, sort of like a short-term ambassador (used when you don’t want competitors to use the same influencer)
Media usage - using the posts for other channels (such as on your Facebook page)
Advertising - using their posts to be featured as an advertisement (such as a billboard ad)
- Need help sourcing for the right influencers?
- Contact us at firstname.lastname@example.org to get your influencer campaign started today!