How to create
an influencer marketing campaign that works
Creating an influencer marketing campaign is not an easy job, especially if you are not certain about what you expect from this collaboration. In this post, you will learn how to correctly define your marketing goals and how to choose the right influencer who will help you reach your objectives. Before we start: If you didn’t create your free account on Famoso, then you are missing a big chance of getting connected with thousands of sports influencers from Brazil and posting your collaboration offers for free.
Ok, let’s start! The first thing you should consider when starting an influencer marketing campaign is to define your objectives:
Define campaign objective
There can be various influencer marketing objectives out there. We would like to focus on the main three: brand awareness, engagement, and conversion. Based on the objectives of your campaign you should choose the perfect match candidate who can deliver the expected results. So, how to define who is the right fit influencer for you ?
As you may know, there are several types of influencers:
- Celebrities with more than a million followers
- Macro-influencers – 500K to 1 million followers
- Mid-tier influencers – 50K to 500K followers
- Micro-influencers – 10K to 50K followers
- Nano-influencers – 1K to 10K followers
Obviously, you may think the bigger is the better but it’s not quite that simple.
Brand awareness
Big-name influencers (Celebrity or Macros) are great for brand awareness, as they have a huge followers base and their organic reach is very high. This is a great choice if you are willing to reach as many people as possible and share the news about your brand or new product. The problem with their audience is that it’s too broad. Awareness That is the reason that the engagement rate for their post is usually pretty low compared to the size of their audience. So, if you have a specific product, for a specific consumer niche, we would rather not recommend you to spend all your budget on them. Sure you will get some sales but ROI (return on your investment) probably will not be quite positive.
Engagement
If your goal is to increase engagement towards your brand or product then we would highly recommend you to have a collaboration with Mid-tier influencers. They have both a high engagement rate and enough followers base to maximize your contents reach. Engagement In case you wonder what is an engagement rate it is the total number of interactions your content receives divided by your total number of followers, multiplied by 100%. The average engagement rate from mid-tire influencers should be around 2%-3.5%. You can use engagement calculator tools during your research to save time.
Conversion
When your campaign objective is driving conversion, then you should focus on Micro and Nano influencers. Why? Conversion Though micro and nano influencers have a comparably smaller audience than the others, however, the engagement rate from their posts is insane! The average engagement rate from Micro and Nano’s is 6-8%. This is the highest percent number among all the other influencer types. So, why these guys are getting higher engagement rates than the others? The main reason is that the connection between them and their followers is extremely high.nano influencers can be both highly beneficial or dangerous. The obvious benefit is the high conversion rate which can bring to the sales increase. The issues may appear when you are collaborating with a person who is not relevant to your product. In this case, your content can resonate negatively among his/her audience which will harm your brand in the end. Influencers To sum up, this post. Clearly define what you expect from your campaign. Choose the right influencer type based on your campaign objectives. Make your research on each influencer you are willing to collaborate with and analyze if you match with each other. Hope you enjoy reading this post and don’t forget to share your thoughts with us.
