for brands
How to overcome influencer marketing challenges
Ludmila Savina
Every business has its own difficulties. But if you prepare in advance, you'll easily overcome them. We gathered some advice, which will help you to save your time, money, and resources during the campaign creation with influencers.
Challenge №1: Choosing right influencers
All that glitters isn't gold. As well as not every user with a big number of followers is a real influencer. A lot of them boost fake followers in order to get more money from advertisers. The advertising on such accounts won't have the desired effect. If you don't want to ruin your campaign, you should analyze influencers profiles. Pay attention to the quality of content and activity of the audience. Also, it's very useful to view their advertising posts. This will help you to understand whether it worth to cooperate with them.

Another important factor while choosing creators is the relevance of their followers to your target audience. Perhaps, this is the most crucial factor on which depends the campaign success.

Challenge №2: Making a brief
It may seem that there is nothing complicated. In fact, this point frequently causes some difficulties. The first question that arises from writing a brief is: "What information should it contain?". Your brief shouldn't be too short or too long. Don't write the brand creation history and all smallest details. It's better to indicate the main information about your product or service so that influencers clearly understand what they are dealing with. Also, write a clear to-do list for influencers, specify hashtags or links that their posts should contain.

The most important is not to interfere with their work. Yes, you can control the process of its implementation and monitor posts. But don't tell creators how they need to make posts. They better know their audience and understand how to present your products to interested followers.
Challenge №3: Establishing cooperation with influencers
Direct cooperation with influencers isn't the most reliable way. Firstly, you can spend a lot of time on searching for suitable creators. Secondly, no one canceled the human factor. It may happen that the influencer forgets to make a post on time or performs your task incorrectly. And this will significantly affect the campaign effectiveness.

If you want to protect yourself and get a good result, it's better to use automated platforms. Thus, you'll be with 100% sure that the creators perform their tasks qualitatively and in time. Moreover, you'll get a lot of bonuses: easy and fast search of influencers in different categories, full information about each of them, managers help for the campaign creation and complete analysis of results after its end.
Challenge №4: Planning your campaign correctly
The best thing about influencer marketing is that the main part of the work lies on creators. And your task is to plan everything. The main difficulty that arises at the time of the campaign creation relates to its duration. Remember that if all creators make it in one day, it'll look very strange and suspicious. For example, if you chose 10 influencers for your campaign and decide to make it for a week, the ideal formula for success is 2-3 posts per day.

Challenge №5: Measuring ROI
It's quite difficult to measure ROI before launching your first campaign. It's impossible to predict with 100% how many sales or clicks on the link will bring you influencers posts. Determination of ROI indicators directly depends on your goals. If you clearly understand them, it'll be easier for you to analyze campaign results.

Main indicators for ROI measuring in influencer marketing:

  • Sales
  • Total reach
  • Engagement
  • Likes
  • Downloads
  • The number of registrations
If you want to track online activity, you can do it by adding UTM tracking codes to the link on your website, which influencers should attach to their posts. Thanks to this, you'll be able to analyze how many clicks on the link generate creators posts during the campaign. Also, you can integrate a unique link or promo code on your products for each influencer.

Offline activity can also be tracked by using promo codes. For example, if you want to make a promo for your event or a product presentation, the measurement of your campaign effectiveness can be based on how many people will visit your event by specifying a promotional code at the entrance.
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