Influencer marketing is no longer a novel concept for businesses and advertising agencies.
Many businesses and agencies now have conducted at least one campaign, if not several, and most simply follow the path trodden by their predecessors. While this method could work, it doesn't always result in the most effective campaigns. This article aims to help marketing teams and influencer marketing agencies plan their influencer marketing campaigns more effectively, and bring attention to a typically overlooked but vital step - vetting. Remember, “Failing to plan is planning to fail”!
Choosing the right influencers for your brand is a vital step. You should consider various factors, such as the influencer's audience, reputation, and content style. Consider how to align the types of influencers, their platforms, short or long-form content to match the target audience requirements and interests.
There are different methods to remunerate creators, such as sponsorship, product collaborations, or affiliate commissions. The method might differ if you recruit them as a brand ambassador. It's important to choose a compensation model that is fair and appealing to the influencer while staying within your budget.
Once you know your platforms, brand, topic, and budget, you will need to find, outreach, shortlist, and importantly vet potential influencers. This process requires careful planning and execution to ensure you find influencers that align with your brand and can help you accomplish your campaign goals.
Vetting can include checking out their previous influencer campaigns, ensuring their core values reflect yours, seeking target audience alignment, checking their follower engagement, and ensuring brand and cultural fit.
Proper vetting can save your brand from potential controversies and ensure a more successful campaign. But what is vetting and how do you do it at scale?
Here is an example from the RippleXn team.
The team were asked to review 18-months of content for two sporting influencers on TikTok and Instagram for a well-known cereal brand for a USA campaign.
The process easily identified which brands the influencers had already spoken about, even when they weren’t tagged or noted in the description. The ability to identify and analyse all kinds of entities allows more reliable interpretation of meaning and content.
726 videos found and checkedThis process would take the average marketing assistant 2 weeks to review. |
472 minutes of content analysedRippleXn completed the task in under an hour. |
80,000 spoken wordsThese were checked against keyword categories like obscenities, social and political engagement, dietary topics, etc. |
The few keywords that were found from the accurate transcripts (not including music lyrics!) could be manually reviewed. Saving 2 weeks of mundane work!
Preparation, including thorough vetting, can help avoid significant and costly problems down the line. Background checks are just as important as reach. If your campaign is successful but goes against your brand guidelines, it can lead to countless issues. As the old saying goes, "Prevention is better than cure." Can you afford to take the risk of not vetting?
A. Payment varies based on factors such as influencer reach, engagement rates, and the nature of the collaboration.
A. Expectations should align with campaign goals, audience reach, content quality, and influencer professionalism.
A. Content control depends on campaign objectives and influencer agreements. Control levels can vary and should be negotiated accordingly.
A.Utilise tools like RippleXn's advertising compliance and contractual checking services to ensure influencers meet brand guidelines and deliver expected results.
A. Report on key performance indicators (KPIs) such as engagement rates, reach, conversions, and ROI, emphasising the impact on brand objectives.
A. Metrics range from quantitative data like views and clicks to qualitative insights on audience sentiment and brand resonance.
A.Talk to the RippleXn team to find out!
A. Run an ongoing campaign in the RippleXn tool with custom keywords setup and review any alerts.
If knowing more is important to you, or you would like your company’s products researched, talk to the RippleXn team at hello@ripplexn.com or via the onsite forms.
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