3 Reasons Your Campaign Content Failed

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By: Courtney Gibb

 

What does success look like to you? As a blogger, creating great content to engage followers is often the overarching goal: You want your readers to get excited, comment, click and share. High-quality content builds interest and turns browsers into followers.

When you’re partnering with a brand, however, there’s more on the line and those relationships can become more complicated.  Along with engaging your readers, you have to factor in the brand’s requirements, measurements and goals.  So don’t be discouraged if a branded blog post doesn’t perform the way you expected at first.

Think of it as a learning experience, and keep improving. Over at Find Your Influence (FYI), we have identified three of the top reasons that campaign content can fail (aka learn from us and avoid making these mistakes!).

1. The brand wasn’t a good fit

You know the expression, “Don’t try to fit a square peg in a round hole?” It can be really exciting when a brand or advertiser wants to work with you, especially if it’s a popular brand or one that you love. But don’t let that cloud your judgment. Your fans come first. That’s why you have to make sure that the brand is a good fit for your blog, readers, and goals – otherwise your fans may be surprised, annoyed or bored with the content in your sponsored post.

And that could not only lead to lost credibility, but it may also negatively impact your engagement numbers for the campaign. Everyone loses. So, only partner with brands that make sense for your blog.

2. Your post lacked your usual passion or voice

When you’re writing a post for a brand, there’s often a lot of specifications, requirements and suggestions. It can turn into something that feels like a lot of work, and get disheartening fast. The result might be a post that hits every single requirement, but lacks your usual passion and voice—which is a problem.

The brand is paying you because your voice is powerful. If you lose your passion, you’re not producing the type of content that a brand (or your fans) is expecting. Just because the post prompt isn’t what you expected, or wanted, doesn’t mean you can slack off. After all, you’re getting paid. Put just as much work — maybe even a little more — into it as you would your favorite posts.

3. You didn’t measure the campaign correctly

Measurement is key when you’re working with marketers. If you miss the instructions on how to track your post success correctly, you’ve basically disrupted the entire marketing universe. The brand won’t know how to justify, analyze or learn from the results of the campaign. So, make sure you track appropriately.

The great thing about data is that you can usually find a measurement that works best for you and your strengths. If you think the brand should be measuring a campaign a different way, tell them! And even if the brand says no, consider adding your metric to the mix. This way you’ll have something to fall back on if the brand’s metrics don’t work out for your post.

Have you run into any other pitfalls with brand campaigns? Share what you’ve learned in the comments!

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How to Win Fans and Influence Consumers: Set Campaign Goals to Measure Success

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By: Courtney Gibb

“If a tree falls in a forest and no one is around to hear it, does it make a sound?”

We’ve all heard that philosophical thought experiment before. But how does questioning our knowledge of reality relate to influencer marketing? Bear with me here.

“If a digital marketing campaign isn’t tracked or measured, did it make an impact?”

Key performance indicators (KPIs) are incredibly valuable. Otherwise, how are we as marketers able to prove that a campaign was worth anything? What demonstrates the tangible power of marketing within a company? If there’s no measured reach or relevancy; if the social impact is nonexistent, your campaign may as well be a silent tree falling in the forgotten forest behind Google’s seventh hundred page.

I know, I know – we’re in this for the creativity, the engagement! Numbers? No thanks. But, it really is critical to track and analyze specific KPIs from the beginning of your influencer marketing campaign. Setting goals for each measurement will give you an idea of current and future digital reach, as well as projected success. These goals can be as simple as increasing follower count or engagement on certain social networks, or as expansive as utilizing influencers to improve overall brand sentiment and awareness.

With more than 10,000 influencer marketing campaigns under our belt, the Find Your Influencer (FYI) team has seen quite the assortment of objectives and outcomes. And one truth has remained throughout: Campaigns are more powerful when they have planned, measurable metrics behind them to evaluate impact and shape strategy.

If you’re ready to measure success but are unsure of where to start, here are a few common metrics used to calculate the value of influencer marketing campaigns.

  • Cost per impression
  • Return on investment (ROI)
  • Blog views and engagement
  • URL clicks
  • Social media likes, comments or shares

How do you set goals to measure success? Share your secrets with us! And don’t forget to check out the rest of our influencer marketing best practices here.

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What Does Instagram’s API Change Mean for Influencer Marketing?

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By: Courtney Gibb

“Progress is impossible without change.”

Almost 100 years old, this perceptive quote from George Bernard Shaw rings more true every day in the digital world. Social media has to adapt and innovate in order to improve and stay relevant. Although these necessary changes may be met with initial user resistance, the ultimate goal – to improve and achieve success – reigns over any temporary upset.

Which brings us to Instagram, and some recent – and controversial – changes the platform has made to the way it collects and distributes data. With more than 500 million users, for example, it’s inevitable that Instagram’s changes won’t be loved by everyone at first. We’re talking about you, Instagram feed algorithm updates. Why isn’t content in chronological order any more?

“The order of photos and videos in your feed will be based on the likelihood you’ll be interested in the content, your relationship with the person posting and the timeliness of the post,” according to Instagram.

Instagram’s quest for innovation means that they’re anticipating user wants and needs instead of just reacting to them. The new feed algorithm is progress within their platform; another step toward the future in which quality content rules. While it’s easy to view alterations such as this through only one user-focused lens, as marketers, it’s also important to consider the business of social media.

Back in November 2015, Instagram announced that they would be updating their platform API policy to: “improve people’s control over their content and set up a more sustainable environment built around authentic experiences on the Instagram Platform.”

As is their right, the platform is now restricting what their API can be used for, and, along with the end of /users/self/feed and /media/popular API endpoints, instituting a new permissions review process. Existing third-party apps were given until June 1, 2016, to apply for review and get approved.

Mashable reported that this change announcement came quickly after a third-party Instagram app was removed for stealing users’ passwords from the App Store and Google Play. Along with providing more platform security and developer control, this API change will create a more consistent user experience – driving more traffic directly to Instagram and its ad network. And as noted by TechCrunch, the move away from an open platform gives them the opportunity to focus on their own Instagram apps.

So, how will this change your influencer marketing strategy?

Instagram’s API update impacts the ability to see Instagram’s data, meaning that an influencer partnership will need to clearly outline reporting policies moving forward. The update will also cut apps off from seeing a user’s entire Instagram feed. According to Nordic APIs, this may be a good thing in that it will clean up the platform and help get rid of fake “likes” and follower programs. If you relied on spambot apps to follow, like content, or repost content for you, a new engagement strategy is needed (#keepitreal).

It’s vital to stay up to date on Instagram changes and how they impact your marketing strategy. Please contact the FYI team with any questions about this Instagram change. And, learn more about Instagram best practices here.

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How to Win Fans and Influence Consumers: Build Manageable Campaign Deadlines

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By: Courtney Gibb

ASAP. EOD. Do those look familiar? Are you feeling tense? We’ve all cringed at abbreviations such as those added on to a request; inhaled a little more deeply and started rethinking our plan for the day.

Some urgent, last-minute requests are unavoidable – that’s just life and unpredictability in business, particularly in the marketing world. Organized and intentional influencer marketing campaigns, on the other hand, should have firm timelines to add consistency and accountability to your planning and strategy.

Let’s get one thing straight – at FYI, our team has overseen the development and deployment of more than 10,000 influencer marketing campaigns. We’ve seen a lot of different ideas and strategies come through our doors, and we’ve made some better – we’ve added to others, and still others we’ve skinnied down.

Through our research and experience over the years, the FYI Client Success team has come up with the basis for a solid influencer marketing campaign timeline. Is it definitive? Nope. It is mandatory? Still no? But those who fail to plan…well, you now how that goes.

In general, for any influencer marketing campaign, we recommend a nine-week campaign plan…yes, nine weeks. It may seem like a crazy long time at first (I want to influence NOW!), but it’s better to be prepared than lost and overwhelmed.

Here’s how the nine-week plan breaks down, in convenient equation format:

If you take:

Two weeks to select and invite influencers

+ Two weeks for influencers to develop content

+ Four weeks for the campaign to be active

+ One week for reporting and analysis

= A comprehensive, streamlined campaign timeline

Each campaign will be slightly different, depending on everything from personal preferences to brand goals. It’s important to speak with everyone involved in the campaign when setting the timeline, to ensure that it’s realistic based on workload and priorities.

And, it can be helpful to dissect the timeline even further and set daily deadlines. For example, within the two weeks set aside to select and invite influencers, the first three days could be for research, the next four days for invites and the whole second week could be open for influencer responses and questions.

The key to a successful influencer marketing campaign is both organization and flexibility. What if an influencer doesn’t respond? Move forward on a set date regardless. Will your account manager be OOO the first week of September? Factor that in and ensure back-up is available. There may be last-minute issues you can’t predict, but at least it won’t feel that stressful at every turn.

Do you have any tips or tricks that have made your influencer marketing campaigns successful? Let us know! And check out the rest of our influencer marketing best practices here.

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How to Win Fans and Influence Consumers: Influencer Marketing Best Practices

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By: Courtney Gibb

When it comes to finding influencers, what should you look for? Someone clever? Sure. Someone in-the-know? You bet.  An industry thought leader? Absolutely.

But what’s the difference between a know it all and someone who’s in the know? Is your ideal influencer the type of person everyone turns to for advice and guidance, or are they a thought leader known for the ability to make every person feel like they were the only one in the room?

Truth be told, influencers come in all shapes and sizes, and choosing the right influencers is just one thing to keep in mind when you start planning your next influencer marketing campaign.

As one of the hottest trends going, influencer marketing serves as the bridge between advocate and digital marketing. Instead of focusing on an entire general audience, influencer marketing works with key individuals to heighten the impact of a brand, product or message in a more direct and organic way. In order to be successful marketers must It means seeing the potential and know who the important influencers are, how to target them and what the campaign’s impact will be.

That’s where influencers come in – by leveraging an influencer, you’re speaking directly to their followers/audience. 74% of consumers say third party endorsements from influencers impact their purchase decisions, and 81% do independent research on products and services beyond brand-generated content.

It’s critical to get your brand’s message out where the consumers are in order to increase brand awareness, brand affinity and your target consumer’s intent-to-purchase.  That’s where influencer marketing comes in. So now what?

To help you plot and plan your next (best) influencer marketing campaign, follow along on our blog each week as we explain the following influencer marketing best practices.

  1. Build manageable campaign deadlines
  2. Set campaign goals to measure success
  3. Fully integrate your influencer marketing
  4. Pick the right social platform
  5. Find the right influencers
  6. Communicate frequently
  7. Provide feedback to your influencers
  8. Scale, and repeat

Stay tuned for more at blog.findyourinfluence.com. Do you have any tips or tricks that have made your influencer marketing campaigns successful? Let us know!

 

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