Influencer campaigns: how to maximize ROI

The effectiveness of influencer marketing has been more than demonstrated in recent years. They have become a fundamental part of the strategies of brands that want to make an impact, especially on younger targets. However, their cost can be very high, so optimizing the collaboration with them is essential to meet objectives. What can we do to get the most out of influencer campaigns?

Micro-influencers: the new trend

People tend to trust people more than brands, so allying with opinion leaders for a given target is a safe bet. But how do you choose the right influencers?

Contrary to what many people think, the most famous influencer is not always the best fit for your strategy. As in everything, you have to evaluate the cost-benefit of the campaign and, above all, know your audience deeply. It is possible that partnering with a lesser-known influencer who generates a greater response among your target audience is more effective than a campaign with a well-known public figure.

Betting on mid-level influencers can help you, on the one hand, to make a good management of the campaign budget. On the other hand, it can also increase its effectiveness. The more natural the brand’s association with the influencer appears to be, the more trust the consumer will have in it.

In fact, choosing micro-influencers has been a trend in 2017. Brands are clear that partnering with these smaller players can increase the effectiveness and ROI of their campaigns. The majority of active campaigns on Instagram throughout this year have been done with mid-level influencers, a significant change from 2016.

Working on authenticity and the relationship with the influencer

Why is authenticity critical when it comes to influencer marketing? Consumers are increasingly looking for authentic experiences and truthful opinions from real people. That’s why users are fleeing traditional advertising and are increasingly looking for reviews and all kinds of user-generated content.

So the success of a campaign is directly related to the brand’s ability to create a natural and authentic relationship with influencers. A good way to maximize the results of this type of campaign is to seek out the brand’s natural “evangelists” and offer them some type of partnership.

Another way to optimize your campaigns is to spend some time building a good relationship with the influencer. Developing the campaign in close collaboration with the influencer will help you create a credible and authentic association with the brand that will be reflected in the results.

Choosing the best platforms and content

In addition to choosing the most suitable influencer, you need to choose the best platforms for your campaign. Social networks are not all the same, so you have to take into account which platforms your audience is most active on and where your influencers are. Also, to maximize results, you need to know what type of content works best on each platform. Photos work very well on Instagram, but video content tends to perform better on Facebook, for example.

Therefore, to maximize the success of our collaboration we must provide it with a strategic sense, choosing the influencer or influencers based on our target and objectives, taking into account the peculiarities of each platform and working hand in hand communication to make it natural and effective.