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Influencers marketing is one of the tools in which most modern brands invest more and more. And for a good reason – it works.
We can agree that we live in a world where social networks are of special interest to all members of the homo sapiens species. We are all consumers and spend most of our free time scrolling through endless amounts of algorithmically served content, creating a constant stream of value and entertainment. This raises the question: how can brands compete and attract an audience in apool of content which is offered to everyone?
A well-known tool that everyone is already familiar with is influencer marketing. Over the years, it has proven to be one of the best ways to raise brand awareness and obtain authentic content, in addition, today it is one of the main tools used by brands in their promotion on digital platforms. Find out how to implement a successful influencer campaign in the following steps:
1. Define goals and audience
Just like any other marketing campaign, it is important to set clear goals and KPIs (key performance indicators). They are usually related to engagement (comments, likes, shares, video views, article clicks), reach and conversions (e.g. number of products sold via online store). Setting clear parameters for success will ensure that your team, client and influencer you are working with are on the same page and everyone knows what needs to be achieved.
Along with setting goals, you should also determine your target audience. Think about the demographics, interests, and behaviors of the audience you want to reach, as well as how well that aligns with the values and content of the influencers you want to work with and the audience that follows them.
2. Determine the platform you will use
Most commonly used platforms today are Instagram, Facebook, YouTube and TikTok, which is winning considering the number of users and brands and also with its simplicity and fun approach. It is important to choose the platform that best suits the brand you are working with and that will bring the best results. Base your choice on your goals and target audience.
Only after you have chosen your platform(s) can you begin to identify relevant influencers, bearing in mind that today most of them can be present on multiple platforms. However, you need to find those influencers with a strong presence on the platform(s) you have chosen for your campaign.
3. Find the right influencers
Now that you know your target audience and what you want to achieve, it is time to start looking for influencers. There are several different ways you can do this and tools you can use, but the best way is to hire experts who deal with influencer marketing and know the market best.
The most common way to find influencers is by simply using social media. Searching for content on TikTok or Instagram and following different content creators should give you a good idea of who is popular in your industry. Once you have found a few leads that fit your brand, values, and key messages they need to pass on to their followers, it is time to get in touch with them. Try choosing influencers with an engaged audience, who match the interests of your target audience, rather than opting for the ones with the biggest following just for their potential reach.
4. Build relationships with influencers
The key to a successful influencer campaign is working with influencers who are genuinely interested in your brand and what you have to offer. Building a relationship with them before you even start talking about business can definitely be an advantage. In addition, it is necessary to regularly follow their content, like, comment and finally start a conversation with them. Once you’ve established a relationship, you can start talking about working together.
Unlike traditional marketing where brands have complete control over the creative process and how it is distributed, influencer marketing relies on the authenticity of the influencer. Each influencer you work with may have a different approach to promoting a brand or product. Therefore, you should be ready to hand over part of the control to the influencers you work with, but also build a relationship with the influencer where you can create content that will satisfy all sides included in the process.
5. Make a good brief!
Creating an appropriate brief is the key. It will help if you provide influencers with the right information, explain campaign goals, key messages you want them to communicate with their followers and what is expected of them in terms of content creation (type of content, platform for publishing content, hashtags, etc.). This step is necessary in order to prevent possible confusion and ambiguities at the beginning, which could slow down or make it difficult for you to communicate with them about the next steps.
As an expert, you should ensure that the content created by influencers is aligned with your brand’s messaging and overall campaign strategy. Don’t be afraid to highlight things you want to avoid in the agreed posts.
Once the campaign starts, don’t forget – measure your results! The last step in any good influencer campaign is measuring the results. This is important so you can see what’s working and what’s not and what additional steps there are to optimize other campaigns in the future.
CPA is a regional hub for communication management.
Interview of our Insights and Planning Consultant Nataša Blagojević for Glas Slavonije portal about trends in influencers marketing.
We presented the new NIVEA Cellular Expert Lift product line to the media and influencers with a retro 80's event concept.