Influencer marketing is now one of the most effective (in terms of ROI) ways for brands to reach and engage with millions on social media platforms like YouTube, Instagram, Vine, Snapchat, and Facebook. According to a recent study, marketers saw an average return of $9.60 for ever dollar invested in 2015, a 40% increase from the previous year (eMarketer). For brands, choosing the right influencer agency can be the difference between high-ROI, impactful campaigns and lackluster advertising initiatives that fail to live up to expectations.
Choosing the right influencer agency can be a simple process if you know what characteristics/elements to look for. When selecting an influencer marketing agency for your next campaign and/or long-term marketing partnership, find an organization with:
Today’s top influencer agencies know how to develop targeted, creative campaigns that reach audiences by organically incorporating a brand’s name, logo, product, and/or service into a social media star’s content in a way that is both authentic and appealing. Before choosing an influencer agency for your next marketing initiative, inquire about past campaigns, including what brands the agency has worked with and which digital influencers they have developed professional relationships with.
Selecting the right social media influencer or group of influencers can make or break a company’s campaign. Before deciding on an influencer agency, determine what kind of relationships they have developed with top social media influencers and how these professional relationships translate into successful influencer marketing campaigns. The right influencer agency will likely have many high-reach, high-engagement influencers in their network.
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Because target audiences/demographics all respond differently to different types of influencer campaigns, a great influencer agency must be adept at developing a variety of campaigns. Often, the most successful influencer campaigns are the ones that leverage a multitude of campaign types to promote a new product, increase brand awareness, or create a sense of ubiquity throughout a specific social media niche.
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While many influencer marketing companies only focus on one social media channel/platform, the best influencer agencies are capable of developing campaigns that span across several different platforms, influencers, and if desired, target markets. Brands typically prefer these dynamic, multi-faceted campaigns because they have a larger reach and leverage cross channel marketing to maximize the impact of each piece of brand sponsored content.
Almost all social media platforms now offer powerful tools that allow digital influencers, brands, and influencer agencies to track dozens of different performance metrics and measure each campaign’s success against predetermined key performance indicators (KPIs). Beware any influencer agency that says they are unable to accurately quantify and show measurable ROI success of your influencer marketing campaign!
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