What Strategies Are Involved in an Influencer Marketing Campaign?

I recently attended a PRSA Influencer Marketing Workshop led by Jordan Windle and Samantha Ley of Find Your Influence where the planning, launch and reporting of an influencer marketing campaign was taught and discussed. Having seen collaborations between influencers and brands on social media in the form of posts, stories, tags and more, it was interesting to learn about the strategies involved in executing an influencer marketing campaign from a brand/agency perspective.

The speakers provided valuable details and insights about each phase of executing a campaign. The planning phase involves identifying brand goals, audience demographics, influencer criteria, budget and the measurement of success. Once strategies and criteria are established, a campaign briefing document is typically provided to the influencer that outlines brand guidelines, objectives, messaging, hashtags, timelines, and other details of the campaign.

For the launch of the campaign, the speakers highlighted five key stages:

1. Influencer sourcing using databases and through engaging with networks.
2. Outreach to influencers and negotiating.
3. Brief the client on when to expect content, provide information about the influencers recruited, and communicate about updates such as changes in the campaign’s timeline.
4. Content pre-approval. This involves the approval of the influencer’s creative treatment, such as the location the photo will be taken, what clothing will be worn, if other individuals will be present, etc. A template can be sent to the influencer along with the campaign brief to help aid in the creative process.
5. Best practices include confirming with the influencer ahead of time, setting internal reminders for when content will be public, engaging with the content, and being mindful of current events.

Reporting and recapping involves the analysis of metrics and performance. Comparing low and high performing content (such as by post, channel, or metric) can provide information about the campaign and its success measures.

Many influencers have audiences that follow them for a specific reason, such as their lifestyle or beauty content. Influencer marketing can connect brands to these audiences and be a useful strategy for growing your brand or meeting certain goals.

Contact us if you’re interested in discussing the goals for your brand.