Influencer marketing is in a constant state of evolution.
Market researchers are tracking trends and insights in the influencer marketing industry to uncover the tactics that are not only driving the most engagement across influencer and company collaborations, but also generating the most conversions.
Here are key insights into how to ensure your next influencer partnership is a successful one:
- Work with new and different influencers.
While many organizations still have a certain amount of hesitation when it comes to working with smaller, up-and-coming influencers, we have found that brands are increasingly placing their trust in influencers other than the top one percent—and finding success with quality content and substantially more engagement.
However, it’s not just about looking to work with fresh faces. Another way organizations can drive engagement with influencer campaigns is to look beyond their traditional vertical
- Build a deeper brand/influencer relationship.
For companies that may be just starting to test influencer marketing, instances where they call on an influencer are typically one-offs. They might call on influencers for specific events or product launches, but in today’s marketplace, it can be beneficial to double down and build out influencer/brand collaborations for longer periods of time.
With this type of relationship, however, marketers must be more thoughtful when selecting influencers, be more strategic in finding ways to collaborate and be even more measured in calculating results over the longer time period.
- Scale top influencer content with paid social media marketing.
Now that you have all this great influencer content, don’t just leave it. Especially for integrated communications plans, content from influencers is extremely useful.
When evaluating influencer campaigns, identify which pieces of content performed the best and consider paying to boost those posts behind it—either by boosting or retargeting with clear audiences in mind.
- Measure “conversion” beyond affiliate tracking.
Most PR professionals are looking at promo codes or affiliate link conversions to define conversion rates—and, usually, overall campaign success. This, however, can oftentimes be at odds with using influencers to tell a story about your company to raise awareness, not necessarily seeking to drive consumers to immediately buy a product or use a service.
Proper tracking can drive a deeper understanding of exactly the types of conversions your influencer campaigns bring about.
Overall, it’s important to approach an influencer campaign with creativity. Working with influencers on a long-term basis and consistently using their content for additional integrated communications channels like social and advertising is how you can ensure optimal engagement and return-on-investment.