Social media platforms offer many opportunities for digital creators to hold influence over consumer behaviour, and understanding the landscape makes crafting campaigns for this discipline far easier.

Here are five crucial insights that will inform any brand looking to explore influencer marketing:

1. Reporting and making data-driven decisions is key

The IAB influencer marketing committee recently published an eagerly anticipated industry white paper offering a broad view of the current influencer landscape.

It highlighted the importance of understanding the metrics that indicate success in influencer marketing. Imperative to any campaign is the use of data to:

  • guide decisions
  • pinpoint key performance indicators (KPIs), and
  • evaluate the overall impact of the campaigns.

This data is only available via the use of advanced tech platforms, such as Humanz, which should form the foundation of any campaign. Managing influencer campaigns on an advanced technology platform gives you the ability to:

  • source the correct influencers
  • set realistic KPIs for the campaign
  • monitor and manage the campaign in real time
  • process payments to influencers, and
  • ultimately analyse the metrics of the campaign to assess the success of the campaign. 

2. Building long-term relationships

It's clear that the 'old way' of working with influencers, collaborating only once and moving on, is a thing of the past.

Today,  the smart approach is to form lasting partnerships with key influencers. By building these long-term relationships, brands are able to create more authentic connections with their audiences as well as build deep-seeded brand advocates.

It's like having a trustworthy friend who can vouch for the brand over time, rather than someone who shows up once and disappears. Plus, when influencers really believe in what the brand is doing, it shines through in their content — making it more believable, authentic and convincing to their followers.

So, it's not just about a one-time boost in visibility, but about building trust and credibility for the long haul.

3. Viewing transparency as a non-negotiable

Transparency in all aspects of influencer marketing cements credibility and showcases a brand's dedication to respecting and valuing its audience.

Specialist agencies advocate for brand safety through clear and honest communication between brands, influencers and audiences to maintain credibility and trust. Disclosures regarding sponsored content ensure transparency and compliance with IAB & ARB regulations, fostering an environment of integrity and accountability.

Specialist agencies work closely with influencers to uphold ethical standards and ensure that sponsored content is clearly identified, safeguarding the integrity of both the brand and the influencer. 

4. Avoiding using influencers as a crisis management tool

Collaborating with influencers solely as a strategy to deflect attention during a crisis is not advisable.

Instead, influencers should form part of a long-term, evergreen strategy that builds an environment where brands are able to showcase their values in an interesting, engaging and entertaining way. During a crisis, these partnerships can then be called on to share honest and important information.  

5. Practising fair compensation

Fairly compensating influencers for their work is an ongoing challenge. In influencer marketing, it's not just about the number of followers or likes but about the genuine impact that influencers have on their audience.

Influencers use their creativity and know-how to produce content that resonates with their followers, and it's only fair that they receive proper compensation for their contributions. By compensating creators fairly, brands can foster stronger relationships with influencers, ensuring that collaborations are mutually beneficial and sustainable in the long run.

It's a win-win situation that ultimately leads to more effective, believable and creative content output. Influencer marketing is a multifaceted strategy that cannot be approached with a one-size-fits-all mentality.

Collaborating with the right agency plays a pivotal role in this regard, as they possess the expertise to work alongside brands to craft compelling narratives, forge authentic, relevant and meaningful connections, navigate potential pitfalls and ultimately, execute the campaign. 

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