Your influencer marketing campaign fell short. How can you avoid making the same mistakes?

¡Los datos tienen la respuesta! 📊 Es momento de pararse a analizar los resultados, a reflexionar, y volver a definir una nueva ruta que nos ayude (esta vez sí) a alcanzar el objetivo. ¿Puede ser el influencer parte del problema? No siempre. Podemos encontrarnos ante un caso en el que lo que falla es el tipo de contenido, no la manera en la que lo comunica. Por ello, mis primeros paso para resolver en una situación así serían: 1️⃣ Analizar los datos. 2️⃣ Reflexionar sobre nuestro objetivo y los medios. 3️⃣ Definir un nuevo plan de acción.

To avoid repeating mistakes in future influencer marketing campaigns: Set Clear Goals & KPIs: Align objectives with measurable KPIs. Select Relevant Influencers: Match with your audience and brand values. Ensure Quality Content: Collaborate on authentic, engaging content. Optimize Timing & Frequency: Plan strategically; balance post frequency. Monitor Engagement: Track and respond to audience feedback. Analyze Performance: Use metrics to assess success and ROI. Ensure Compliance: Follow advertising guidelines. Enhance Communication: Provide clear briefs and support. Learn from Competitors: Gain insights for improvement. Review Campaigns: Debrief and document learnings.

Analyze what went wrong (goals, influencers, content?). Refine goals, research influencers better, and give them creative freedom. Track and adapt!

Na minha experiência, percebo que é crucial analisar profundamente os seguidores do influenciador para garantir que eles se alinhem com o público-alvo da marca, como focar nas taxas de engajamento e na autenticidade das interações, em vez de apenas no número de seguidores. Percebo que microinfluenciadores com seguidores dedicados frequentemente geram melhores resultados do que influenciadores com grandes audiências, mas desengajadas. A chave para o sucesso está em selecionar influenciadores cujos valores e estilo de conteúdo ressoem naturalmente com a marca e seu público.

Here's what you can do: - Go back to the campaign and analyze what went wrong and what could have been done - for the next campaign setting clear objectives and choosing the right influencer is crucial Thus study thoroughly which influencer you choose. tip: Micro-influencers have a more relevant audience to their niche. So have a mix of all categories.

In my experience brands commonly fail on establishing clear goals. A common reason for this is that they don't take the time to define what is success for them therefore there's a vague understanding of what metrics would actually make them happy to obtain. Also, I've seen that the lack of understanding on the matter (Influencer Marketing) limits them from having realistic goals which is why is important to always understand how the industry is currently working.

Focused Approach: Clear goals will guide your influencer selection process. You'll be able to target influencers who can demonstrably help you achieve those goals. Measurable Success: With clear goals in place, you can establish benchmarks to measure the effectiveness of your campaign. Did you increase brand awareness by 20% as targeted? Did you drive a 15% conversion rate? Campaign Optimization: Throughout the campaign, you can refine your influencer strategy based on performance data. This allows you to maximize your return on investment (ROI). By setting SMART goals (Specific, Measurable, Achievable, Relevant, and Time-bound), you can dramatically improve your chances of influencer marketing success.

Having unclear goals that are not specific, and measurable from the start (e.g., building brand awareness, driving website traffic, conversions, etc.) can cause challenges when evaluating the performance of an influencer campaign. Before you kick off any partnerships, clearly define your objectives before launching any campaign. And if possible, establish key performance indicators (KPIs) to track progress and success.

Leaving some creative "loops" open for influencers is akin to posing open-ended questions—they invite exploration and creativity without compromising the brand's integrity. Here’s why this approach can be effective: Encourages Innovation: Open-ended guidelines inspire creative content experiments. Respects Expertise: Trusting influencers honors their audience understanding and style. Enhances Authenticity: Allows genuine content creation aligned with personal brand. Captures Audience Interest: Drives engaging and memorable content. Adapts to Trends: Helps influencers stay current with cultural shifts.

Identify high-performing influencers who drove significant engagement and conversions, as well as underperformers, to understand the reasons behind their performance. Compare engagement rates across different influencers to spot trends. Analyze content to determine which pieces resonated most with the audience and which did not. Use these insights to refine your approach for future campaigns, ensuring continuous improvement and better alignment with your marketing objectives. By dissecting each element of the campaign and understanding the root causes of any challenges faced, you can enhance the effectiveness of your influencer marketing efforts.

After every influencer marketing campaign, conduct a thorough review to identify what worked and what didn't. Start by summarizing the primary objectives of the campaign, such as brand awareness, engagement, or conversions, and outline the scope, including the number of influencers involved and the types of content created. Evaluate performance metrics, focusing on total reach, audience engagement (likes, comments, shares, saves), and the impact on conversions like sales or sign-ups. Calculate the return on investment (ROI) by comparing campaign costs to achieved objectives.

After each influencer marketing campaign, it's crucial to conduct a detailed analysis to evaluate its performance. Identify what aspects were successful and which ones fell short. Examine each component to uncover the root causes of any challenges—was the messaging misaligned, or did the content fail to engage, was the CTR bad, or maybe CR? Leverage these insights to refine your strategy for future campaigns, ensuring ongoing improvement and a stronger alignment with your marketing goals. This process helps optimize your efforts and drive better results over time.

One thing that often impacts the performance of an influencer campaign is the lack of Authenticity in the sponsored content. When brands push to have influencer content to feel too scripted or overly promotional content, that often doesn't resonate with consumers on social media. Try to encourage your clients and influencers to create content that aligns with their approach to content. At The Motion Agency, we believe that no one understands their audience better than the one who created it. So trust their expertise and give them creative flexibility while still ensuring your brand's messaging remains consistent with your brand guidelines.