Influence marketing is about finding people as passionate about your brand and your products as you are and using their reach to help bring even more eager eyes onto it.
When done right and working with the right influencer, it can provide a huge boost to marketing campaigns and bring your brand closer to your audience.
Getting to that point will rely on working closely with your chosen influencers with clear expectations of what the purpose of your campaign is and the audience you want to target, as well as key messages and key performance indicators, as well as keeping within guidelines.
As well as this, however, there are a few other important aspects of an influencer campaign that can sometimes be missed but are also very important.
Here are three points that should be considered.
Brand Alignment And Behaviour
Influencers are a complex mix of being people and marketable personas and a large part of the reason for their success and captive audience is because of these human qualities.
With this in mind, it is important to research the influencers you are working with, potentially going as far as to include a behaviour clause in a contract that would allow you to end the relationship with an influencer who no longer aligns with your brand’s values.
An effective influencer campaign takes advantage of the organic growth of a campaign by signal boosting it using professional and official brand social media accounts. If you are doing this, make sure you establish what rights you have to the content in the contract.
Duration And Content Removal
How long a branded post remains on an influencer’s social media feed can vary depending on the influencer themselves, with some deleting them after the end of a relationship, and others leaving them up in perpetuity.
Make sure you have made it clear how long an influencer is expected to keep the content on their channels, as them removing it can have consequential effects on sponsored posts that directly link to the content.