You're dealing with an influencer's subpar work. How can you salvage the campaign's success?

When evaluating an influencer's content, consider the alignment with your brand's core values and target audience. This ensures that the influencer's message resonates authentically with your intended market. For example, if an influencer's tone is too casual for a professional B2B audience, suggest adjustments that maintain their unique voice while meeting your brand's standards. This can improve engagement and credibility. "Effective influencer marketing is not just about reach; it's about resonance."

Evaluate the influencer's content critically to identify specific areas that are lacking or not aligning with the campaign's goals. Determine if the issues are related to quality, messaging, or engagement.

It's important to approach the influencer with constructive feedback, emphasizing collaboration rather than criticism. Provide clear examples of what you're looking for and offer support in refining the content. Remember, influencers are creative professionals, and their unique voice and perspective are valuable assets. By fostering an open and respectful dialogue, you can build a stronger partnership and ensure the final output resonates with your target audience while staying true to your brand's identity.

Initiate a transparent conversation with the influencer to discuss the concerns. Provide constructive feedback and understand any challenges they might be facing. This can help in finding common ground and improving future content.

Adjust the campaign strategy to accommodate the current situation. This might involve redefining goals, reallocating resources, or shifting focus to other influencers or marketing channels to compensate for the subpar work.

Offer additional support and resources to the influencer. This could include more detailed briefs, creative direction, or collaboration with other team members to enhance the quality of the content.

Algo que me funciona mucho cada vez que desarrollo una campaña de influencer marketing es ofrecerle a los talentos la mayor cantidad de información posible: - Presentación de core de campaña y desglose de ideas creativas. - Do's y dont's de campaña (lineamientos). - Referencias creativas (videos/fotos de otros creadores). - Kick off call para despejar dudas. - Ficha resumen del producto/servicio a promocionar, asi está al tanto de principios activos, ingredientes, beneficios o certificaciones clave a mencionar.

Sometimes, giving the influencer more creative freedom can lead to better results. Allow them to experiment with different formats, styles, or messages that they believe will resonate better with their audience.

Conversa con cliente sobre la posibilidad de realizar co-creaciones y sesiones de brainstorming con los influencers de campaña. No hay persona que conozca mejor a su público que ellos mismos, mantén la mente abierta y dispuesta a realizar cosas nuevas ya sea en formatos, estilos o mensajes.

No one knows their audience better than the influencer themselves. When running a campaign, it’s crucial to give the influencer creative freedom (within ethical and moral boundaries). This allows them to create content that feels natural and appears more organic to their audience. This way, neither the influencer nor the audience feels like they’re part of an advertisement. Furthermore, when influencers have the freedom to infuse their unique style and voice into the content, the message resonates more authentically. This approach not only enhances engagement but also builds a stronger connection between the brand and the audience. Ultimately, trusting the influencer's creative instincts can lead to more impactful and memorable campaigns.

Closely monitor the campaign's performance after implementing changes. Track key metrics to ensure that the adjustments are having a positive impact. Be prepared to make further tweaks if necessary to keep the campaign on track.

To this, effective management of the marketing team's analysis must be added. It's essential to keep track of the KPIs for posts and the overall performance of an influencer. Keeping this in mind and documented helps the team understand what is working, what isn't, and make decisions that benefit the brand.

At Tru, I’ve found that implementing a mid-campaign review process can be highly effective in addressing subpar work. This involves scheduling a comprehensive review halfway through the campaign to assess content quality, engagement metrics, and alignment with campaign goals. For instance, during a recent campaign, this review process allowed us to identify issues early and provide targeted feedback and additional resources to the influencer. This proactive approach not only salvaged the campaign but also strengthened the influencer’s output for the remainder of the project. Regular mid-campaign check-ins ensure that we can make timely adjustments and maintain high standards throughout the campaign.

Transparency and ethical conduct are not just essential; they are the foundation of a sustainable influencer marketing strategy. In an age where audiences are increasingly skeptical of advertising, influencers who openly communicate their partnerships are crucial. They do more than just follow guidelines—they set a standard for honesty in the industry. Brands that align with such influencers not only build trust but also ensure long-term success. By prioritizing integrity in their collaborations, brands can differentiate themselves in a crowded marketplace, fostering deeper connections with their target audience.