By Courtney Moser
We’ve all heard the expression “slow and steady wins the race,” right? Or the story about the tortoise beating the hare? It can be frustrating waiting for results or success down the road when you just want it right now.
But, patience is a virtue – especially when it comes to influencer marketing. By spreading out your campaign content, you will gain prolonged results over a longer period of time. This strategy requires plenty of patience, for sure, but it can also deliver long-term success for brands.
Planning to have content published or promoted across an extended period of time helps build a sustained influencer marketing campaign. Fruit and vegetable juice brand V8, for example, recently ran an influencer marketing campaign in which they spread out their content and messaging over a four-month period. In the first part of the campaign, the brand asked influencers to complete a series of “challenges” promoting the new fruit and veggie juice blend products using the hashtag #V8VegOut. For the second campaign part, V8 asked influencers to create two unique blog posts each and promote them on social media using the hashtag #V8VeggieBlends.
V8’s influencer marketing campaign promoted the same new product line throughout, even though they changed up content, objectives and hashtags to keep it fresh across the several month span. This strategy led to great success for V8, with the following results:
- 4.3 million total reach
- 17,000 blog views
- 322 blog post shares
Consistency is key when it comes to spreading out your campaign content. Many brands create an editorial calendar and give influencers specific dates in which to publish blog posts and social content, so that the messaging is monitored and steady across a longer time period. This also helps brands connect with influencers and build trust among consumers.
“Influencer marketing is very much a long game. You have to build up relationships and garner trust with the right people before hoping to reap the rewards,” said AJ Agrawal in this article. “The companies gaining the most from influencer marketing are also the ones who have been in this game the longest.”
So if you’re just getting started with influencer marketing, remember to be patient. One day, you may be the successful brand others look to for long-term campaign inspiration.