Influencer marketing has a sky-high success rate. There’s a reason companies around the world have embraced it with such aplomb. According to Influencer Marketing Hub, 89% of brands in a survey said that influencer marketing’s ROI was comparable to or better than other marketing formats. However, just because influencer campaigns tend to yield great results doesn’t mean that there is any guarantee you’ll find the success you were hoping for.
Social media can be a fickle thing, and your brand may end up launching an influencer marketing strategy and not seeing the results you were hoping for. This doesn’t mean you should quit altogether and find a new way to market. Social media platforms are as good a way to reach a target audience as there currently is, and social media influencers are a significant asset.
If your influencer marketing campaigns aren’t working out, this is a problem that can be fixed. You may never have the perfect campaign, but you can always tweak what you’re doing and optimize it to get the most out of your influencer marketing budget.
If an influencer marketing campaign isn’t delivering results, let’s look at some things to do.
Analyze Individual Influencer Performance
One of the best parts of influencer marketing is that it is very trackable. When you receive sponsored social media posts from influencers, they embed an affiliate link in the bio that their followers will use when they checkout. This link can teach you a lot about your campaigns. If your influencer outreach didn’t work out, it might’ve been because of the influencers you used.
If certain influencers did not yield solid results, there is no need to continue your partnership with them. Find the influencers that did yield sales, see which types of influencers they were, and glean information from that to guide your next campaign.
Research Audience Response
The reason brands key in on influencer marketing is to target potential customers on social platforms through relevant influencers. Relevant is the keyword here. The influencer you are using for your campaigns should be someone that connects well with the target audience you are hoping to connect with. Look at the responses to your sponsored influencer posts from the audience to ensure that has happened.
This can be done by simply looking at the engagement rate for different influencer posts and reading the comments and reactions. Learn more about how people are interacting with your influencer content or if they even are. An effective influencer marketing campaign will generate a significant audience response.
Investigate Content Format and Platform
Not all content is created equal. Influencer posts differ in their impact, not just due to the follower count of influencers. One of the biggest things that differentiate an influencer post is the content and format. Right now, the content format that is seeing the biggest impact is short-form video. This is something that many social influencers are posting on TikTok and Instagram Reels. If the sponsored posts you’ve received haven’t performed, consider a different content type.
The beauty of modern social media is that there is a wide array of options. If your campaigns aren’t providing the ROI you expected, you might just be posting the wrong type of content on the wrong platform. Numerous platforms offer viable routes to influencer marketing success, ranging from Facebook and Instagram to YouTube and TikTok influencer marketing. Consider shifting your content format if you’re happy with the social platform you’re on or the social media channel if you want to revamp your campaign.
Tweak and Try Again
As we mentioned before, the pathway to a successful influencer marketing campaign isn’t always straightforward. It might take a couple of tries and tweaks for you to achieve influencer marketing success. What is important is that you learn from your failures and use that knowledge to fuel a higher-performing outreach the next time around. The more you tweak, the more you’ll learn and adapt, and the likelier you are to optimize your campaign to reach your strategic goals.
Use the information you’ve gotten from looking at your campaign performance to drive success in your next campaign. Work with influencers that drove results and find other options to replace influencers who didn’t. Look at how your audience responded, and change your approach depending on that. Make sure you are utilizing the right social media channels and content format. If you are doing all these things, you will likely achieve your ultimate goal of a high-impact campaign.
Partnering with an influencer marketing firm can help drive significant results. Influence Hunter is a top influencer marketing agency with high-level experience helping brands develop customizable campaigns that deliver on strategic goals. Contact Us Today to find out how we can help grow your business.