Here are some universal metrics for evaluating the success of an influencer campaign. Engagement rate. This indicator demonstrates how actively the audience perceived the advertising content. Traffic. Tracking the number of people who performed a target action going to a website, a page on social networks, etc.
- Sales. It is recommended to offer the influencer a special promo code with a discount for more accurate tracking of attracted buyers.
- Brand reputation and recognition. Tracked using specialized services for monitoring brand mentions on the Internet.
A detailed assessment of all these metrics will help you take into account mistakes and use the experience gained to make influencer marketing more successful in the future.
So, you’ve decided to use influencer marketing. What’s important to consider?
Looking at successful advertising campaigns special database of large companies and brands, it is very easy to succumb to the trend and also buy advertising from a popular blogger. Sometimes it works. Or maybe you will just waste your money.
If you have seriously decided to consider influence marketing as a promotion format, define three key points for yourself:
- What are your integration goals ? If your goal is to increase brand awareness, turn to celebrities. If you need to reach a wide target audience and quickly make a name for yourself, collaborate with million-follower bloggers. But if, for example, you have a small craft production with limited volumes, then too expensive and even overly successful advertising will only make things worse.
- How large-scale an advertising campaign are you planning ? The vast majority of advertisers order advertising once and re-apply as needed. But in some cases, it makes sense to use several consecutive integrations, using the storytelling format, systematically increasing the level of brand recognition and trust in it.
- What budget are you willing to allocate for advertising ? Influencer marketing can be either completely free or very expensive. We recommend that you initially decide on the amounts you are counting on. This will help you choose an influencer of the right category.
The main thing in this promotion method is not to make hasty decisions. If you are not sure that your target audience matches the target audience of the influencer, it is better not to take risks.
The Real Disadvantages of Influencer Marketing
It would be naive to believe that influencer marketing has only positive aspects. Otherwise, all brands would use it exclusively and direct their main advertising budgets to it. In fact, there are plenty of disadvantages here too:
1) Difficulty in choosing an influencer . 90% of success depends on the correctness of this decision. To make the advertisement look as natural as possible and not cause negativity, choose an influencer who would be happy to use your products. After all, if, for example, a blogger promoting a healthy lifestyle and proper nutrition suddenly advertises fast food or a pastry shop, this can be a real failure.
2) Difficulties in choosing an original advertising format . The audience is fed up not only with classic advertising, but also with native advertising. Therefore, both advertisers and bloggers themselves have to be clever in every possible way to convey the necessary information creatively, brightly and “not in an advertising way”.
3) Inability to control the publication . Only global human resource management trends in rare cases does the advertiser prescribe every detail of the advertising material, giving the influencer only a general outline and freedom to improvise. And bloggers are real people who can say something not quite as it was needed. Due to a trivial, at first glance, mistake or inaccuracy, advertising can become anti-advertising.
We can’t help but remember another unpleasant feature of bloggers for advertisers — the cost. Believe me, the amounts here can be simply astronomical. For example, to get Cristiano Ronaldo to talk about your product on his Instagram, be prepared to pay 1.6 million dollars. Want a little cheaper? Dwayne “The Rock” Johnson will be happy to help you. For only 1.52 million. Still too expensive? Try contacting Ariana Grande. Her advertising publication b2b fax lead costs even less — some 1.51 million.
Domestic bloggers are more modest than their Western colleagues. But if you plan to promote yourself with the top influencers of the Runet, you still have to count on expenses reaching tens of thousands of dollars.
Here a logical question arises as to whether it is worth paying such amounts at all. Not always! Now we will explain why.
