Managing an Influencer Campaign Part 3: Influencer Coordination

Managing an Influencer Campaign Part 3: Influencer Coordination

February 1, 2017 6:57 pm

Coordination is one of the most important components of any influencer campaign. Selecting the talent, keeping them on schedule, and maintaining frequent communication is crucial to overall success. In the second post (link second part) of our multi-part series entitled “Managing an Influencer Campaign,” we discussed the planning stages of an influencer campaign. Part three of our series discusses how best to corral your talent for each campaign.

Influencer Campaign Coordination

It’s not surprising that many brands are expanding their digital marketing strategies to include influencers considering that the return on every dollar spent in influencer marketing can be as high as $6.50, according to this study by Tomoson. But how do you keep the campaign on track, especially if you’re contracting multiple influencers?

Picture this scenario:

Your social media influencer has produced quality content for a campaign — but, they consistently miss their deadlines to go live. In addition, you’re unable to reach your influencer to get them to post the content.

Most brands who have launched an influencer campaign will be very familiar with inevitable delays in communication. But what happens when influencers stop responding altogether? Do you cancel the campaign? Can you do internal damage control? What do you tell your colleagues or client?

The truth is there are some influencers who just aren’t great with responsiveness and professionalism. They also may have hundreds of other emails to sift through especially if they have a large following and lots of other brand deals. There’s also a possibility that they could be temperamental and need more coaxing or guidance.

Working with Your Influencer

In order to avoid these challenging scenarios, it’s crucial to only work with influencers who match your brand’s values and beliefs.  The easiest way to root out bad apples is to, at the outset, evaluate an influencers’ overall qualitative engagement rather than only quantitative metrics. Choosing an influencer creating niche content with 50K highly-engaged followers can be much more powerful (and cost effective) than an influencer with 1M followers.

Further, many top influencers have the luxury of options when it comes to working with brands. As such, it’s important that your campaign goals align with the existing content an influencer is producing. Digital marketers are obsessed with native branded content being “Organic” and “Authentic” for good reason – no one wants to listen to their favorite influencer talk about a product or service they’d clearly never use.

Trending Family marries rigorous influencer vetting with its unparalleled project management to yield  consistently successful campaign results. Brands and agencies looking to drive awareness, sales, engagement, customer acquisition, UGC, or expand social influence can leverage Trending Family’s expertise and connections to produce results.

For help managing your next influencer campaign, contact Trending Family.

Recent Posts

 

3 Ways to Engage Millennial Parents with Branded Content

1. Create family-friendly YouTube videos. YouTube is quickly becoming America’s most watched media platform. Today’s parents use it as a source of family entertainment. They’re looking for clean, wholesome videos that are entertaining for both themselves and their children. So, as a brand, you can choose to produce your own content that is safe and […]

Read More
 

Lead time for influencer campaigns?

STRATEGY PLANNING FAQ Q: How long, from start to finish, does a video influencer campaign take to execute? A: At a minimum: 1-2 months.  Here’s the breakdown: Find and select ideal influencers + finalize creative brief (1-2 weeks) Negotiate/execute contracts with influencers (1 week) Influencer video production and editing (1-3 weeks) Brand/legal approval on video draft + […]

Read More
 

Here are the videos that influenced families in 2017.

Family-friendly content flourished in 2017, with more millennial families than ever turning to YouTube for tips, community, and entertainment. Watch Trending Family’s 2017 highlight reel to see the branded influencer videos that engaged both parents and kids all year long!

Read More
 

Holiday Case Studies from 2016 Influencer Campaigns

Many of our clients are finalizing their 2017 holiday promotion strategies so we thought it would be a good time to share some of our most effective activations from last year. From tech, to retail, to food, we launched engaging social media collaborations, festive videos, and marketing experiences filled with seasonal magic.

Read More
 

How to Convince Your Clients to Try Influencer Marketing

Influencer Marketing has quickly evolved into a pivotal tool agencies and brands can use to grow their audiences and sell their products and services.

Read More
 

Maintaining a Lasting Career as a Digital Influencer

As any digital influencer knows, maintaining relevancy and consistent popularity on social media platforms is no easy feat.

Read More
 

Finding the Right Influencers for Your Brand

In 2017, more marketers than ever are expected to incorporate an influencer marketing strategy as part of their marketing plans. Having an influencer marketing budget is important, but finding the right influencers for your brand or agency is of equal or of more importance.

Read More
 

Featured Influencer: Steps to Wander

Steps to Wander is a YouTube channel focused on travel started in September of 2013 by Corbin and Kelsey Scott and their soon-to-be first child, Juniper. For the past three years, Corbin and Kelsey’s videos featured them backpacking Europe and travelling across North America in their van.

Read More
 

YouTube Simplifies Metrics on Dashboard

The difficulties of measuring analytics on digital media platforms is overwhelming. Especially since each platform tends to have different metrics, advertisers can get lost trying to quantify the impact of their campaigns. Now, YouTube has announced its attempt to combat this issue by adding three basic statistics to their analytics dashboard: audibility, unique reach, and […]

Read More
 

Google’s Startup Incubator “Area 120” Launches Communal Watching App UpTime

Area 120, Google’s very own startup incubator, has launched Uptime, a new experimental application which allows users to share their live reaction to videos on YouTube.

Read More