How can you effectively manage multiple influencer campaigns?

We come across brands who are doing things because that helps in brand building. But what they forget is, what do they want? Is it the sales? Is it a brand recall value? Is it traffic? Have your goals and KPIs in place and then start strategizing accordingly.

If you’re scaling your influencer programming to multiple campaigns, it’s time to zoom out and build an overarching influencer strategy. What is the overarching goal, how does it plug into the other components of your social, marketing, comms strategy (depending where it ladders up for your organization), define 2-3 KPIs for how you measure success, process for campaign, etc. Then outline the focus of influencer marketing for now - ie a special business, practice, etc. The campaigns then plug into this framework. Without this bigger strategy you are tactically executing on campaigns and missing the bigger piece which connects to other pillars and truly optimizes business impact.

As per my experience in managing campaigns, the key is we had to set the beat first, meaning we defined clear objectives for each campaign. For Retail, it was all about driving those sales numbers, while for Health, we aimed to boost brand awareness. Now, how do you keep track of all these beats? KPIs, my friend, are your BPM (Beats Per Minute). They set the rhythm and let you know if you're in sync with your objectives. We used a centralized dashboard that gave us real-time insights into each campaign. So, when setting objectives for multiple campaigns, Know what you want to achieve, pick the right KPIs, and then let the music play.

You don't have to just look for an influencer with a good following, but you have to look for an influencer who can replicate your brand style guide, whose content would reflect your brand values too and the influencer must have the target audience similar to the market you want to tap!

In my experience do not go this alone if you’re not experienced working with influencers in a business capacity. Work with an influencer agency who manages SOWs, recommends KPIs, process, accountabilities, payments, ensures commitments delivered on, local laws followed etc. They can also due diligence on influencers and highlight key considerations based on your goals, organization culture etc. Influencer marketing is a lot of fun, however equally a lot can go wrong if not set up carefully with guardrails for brand protection and to optimize results and impact.

And think about aligning the rest of ypur content to your influencer campaigns too. When you know what's coming, you can prepare content leading up to it and content that comes after it to really capitalize on each campaign. Depending on how in-depth your content calendar is and what other tools you have, you may also want to ise it as a way to see your analytics, a way to make sure your hitting each of your pillars as often as you planned and as a resource for repurposing content. Think bigger. Think smarter. Leverage often.

É muito importante a marca estar atenta a todos os conteúdos que influenciadores e criadores de conteúdo estão postando sobre seus produtos, com alguns objetivos: - Acompanhar conteúdos orgânicos (fora do escopo contratado) e como isso impacta a campanha + resultados. - Validar que todas as postagens estejam sendo feitas da forma correta e todos os links, UTMs e cupons funcionando. - Engajar com leads e clientes nos comentários, tirando dúvidas deles e convertendo em vendas. - Encontrar novos influencers e conteúdos potenciais que podem ser utilizados também no perfil da marca futuramente.

From my experience, the bedrock of successful influencer campaigns is clear and consistent communication. Building a strong rapport with influencers begins with transparent conversations about expectations, guidelines, and feedback. When everyone is on the same page, the magic happens.

Using the data and reading it can really change your perspective from not knowing to knowing what works and using that as apart of your strategy

An influencer campaign is not a short term tactic to drive against set KPIs. It’s a strategic long term relationship where you partner with them to build and execute on campaigns. Done well you onboard the influencer to have a seat at the table from day one. Input into the content plan, content outline, content pieces, and end to end campaign activation. They’re an extension of your marketing team. Done well you empower them, don’t script them. Empower them to write, empower them around how they post and engage. A framework is good, however beyond they remember you are hiring their talent and their ability to connect and engage their audiences. Don’t suffocate that!