Overview 🔎
When determining what talent to work with on an influencer campaign, there are a few key variables to consider. First we have to come up with a strategy, and decide if we want to utilize micro or macro influencers.
Micro-influencer strategy: this typically looks like a larger number of influencers, with a smaller following. This is typically better to reach a more defined and engaged audience.
Macro-influencer strategy: this typically looks like a smaller number of influencers (1-2 main focuses), with a wide audience reach. This is typically better for exposure purposes.
Who should we be working with?
What are the variables we should be looking at to pick the best talent?
Requirements:
• Aligned target audience - we want to make sure that the influencer's audience is aligned with the same target audience we are trying to reach!
• Content type - what type of content do they make best? Ex: If they are great at short form video content, and we are looking for TikTokkers, that would be a great fit!
• Rate - do they fit into our budget?
Process 🛣
Define strategy (micro vs macro)
Campaign ideation
Influencer research
Influencer outreach
Results 🎁
At the beginning of the campaign, make sure to set clear KPI's / goals, which can be tracked through social analytics. Some things you can track:
Engagement - views, likes, comments
Impressions / reach
Conversion to new users
New followers
Takeaways 📣
Make sure to set upfront goals, determine which strategy is best for you, and then kickoff the influencer campaign process!
