Influencer Marketing 101: Think Long Term
by Koussey •
Influencer marketing is on the rise.
The Influencer Marketing market has more than doubled since 2019, growing from $6.5bn to $13.8bn (Statista). Wondering why influencer marketing is so popular these days? According to Influencer Marketing Hub, for every $1 that marketers spend on influencers, brands get an ROI of $5.78. And on top of this, brands receive tons of native and original content (images, videos, blog posts, etc.) highlighting their products or services in a positive light. It results in a very effective way for brands to increase their awareness on social media and drive sales.
Think long-term... or fail!
As a co-founder of an influencer marketing agency, I have worked on hundreds of campaigns with major brands as well as rising direct-to-consumer brands in the fashion, beauty, and lifestyle industries. Needless to say that each campaign is unique. But one thing that I have observed is that brands seeking to establish long-term partnerships with influencers tend to be more successful. Don't expect outstanding results with a one-time collaboration; it just does not work. My tip is to start by collaborating with a big pool of influencers, analyze the performance and the content produced by each, and turn the ones with big potential into ambassadors by giving them visibility on your marketing calendar. Of course, it also helps to hire social media content creators with a proven track record: have a look at their portfolio, collaborations they are the proudest of to determine if the influencer would be a good fit for your brand.
Influencer marketing is a lot like advertising.
Marketers like to talk about The Rule of Seven, which says that it takes at least seven times for a person to see an ad before considering making a purchase (actually, research has shown that the number ranges from five to twelve, but seven is still a good rule of thumb). You can apply this to influencer marketing: the more often an influencer share about a brand or a product, the more followers will be inclined to trust the message and consider taking action.
Before entering into a long term relationship with a creator, ask yourself those questions:
- Is the content produced in line with your brand image and your guidelines?
- Did the influencer respect the timeline?
- What is the performance of this collaboration (likes, comments, etc.)?
- Did the audience resonate well with the content?
So now, how do you find and hire relevant social media content creators and influencers!
Brands that are just getting started with influencer marketing usually contact influencers directly to create their own network. It is time-consuming and not very efficient, but as long as the network of influencers remains small (less than 20), it will be manageable. But as soon as a brand wants to scale its influencer marketing programs, it will have to reach out to an established influencer network. Agencies, platforms, marketplaces have a database of legitimate influencers and can help you run your influencer marketing campaigns: from identifying influencers that are the best suited for a job to overseeing the content creation, communicating with them, and even handling payment. Influencer networks take the hassle out of the process.
Each network operates differently. Lots of platforms and marketplaces ask for a monthly fee, or a subscription, making it complicated for small businesses to get helped. That's why Capssion is free to use. You can create an account on Capssion for free and launch a campaign without having to enter a credit card. Capssion only takes a 20% commission if there is a financial transaction involved with the influencers. It means that gifting campaigns (you only send your products to influencers to get a post on their feed) are 100% free.
Start your influencer marketing journey on Capssion today!
Written by Koussey
Koussey is a cofounder of Capssion