The way influencer marketing is growing, there is no looking back. So, let’s buck up on how to nail your influencer marketing campaigns in 2022.
Influencer marketing is a modern marketing tool that focuses on digital content-driven campaigns done by brands in collaboration with an influencer. An influencer ideally resonates with their audience’s interests and communicates the brand message to them in an authentic manner or instead in a way that doesn’t feel like a commercial. Influencer marketing started gaining popularity in 2015 with the likes of Zara and Adidas when it was worth “a mere” $500 million. As of today, the total size of the market is projected to reach $15 billion in 2022, which shows no signs of slowing down. This can also be credited to the advent of campaign automation via influencer marketing platform which takes influencer marketing to another level.
- How to Champion and Get More from Influencer Marketing Campaigns In 2022?
How to Champion and Get More from Influencer Marketing Campaigns In 2022?
Influencer marketing is constantly outperforming traditional marketing as people follow influencers for entertainment, knowledge, and recommendations. But in 2022, followers will look for quality over quantity, so strengthening your relationship with the influencers will be more important than ever. The estimated 2022 influencer marketing trends include increased video content consumption, a rise in micro-influencers, an emphasis on authenticity, and higher investments.
So, let’s deep dive into how to harness the power of influencer marketing in 2022 to make the most of your influencer investments:
1. Identify Your Target Audience
Before you identify who will help you connect with your target audience, you need to understand who your target audience is. Create buyer personas considering demographic (age, gender, income, location) and psychographic attributes (personality traits, values, attitudes, interests), and then use it as a benchmark to identify your target audience.
2. Define Your Goals and KPIs
What is the goal of your influencer marketing campaign? Is it to build customer trust and loyalty or to generate leads and drive sales? Setting goals and KPIs lay a solid foundation and guidelines for any marketing campaign. Engagement rate, sales, views, click-throughs, etc., are common KPIs to consider.
3. Choose Suitable Social Media Platforms
The social media platform selection will depend on your goals and target audience. For example, if your content is video-heavy, then Instagram’s IGTV or YouTube are favorable options. Whereas, if your target audience is teenagers, then maybe TikTok is a good fit for your influencer marketing campaign.
4. Consider the Types of Influencers
Not all social media influencers are celebrities. In fact, the demand for micro-influencers is going to shoot up in 2022. For many brands, influencers with a lesser but loyal follower base might be more effective. Nano influencers might also give better conversions for niche products and marketing campaigns. But, if your goal is to create a social media buzz, you should look at mega influencers or brand ambassadors that can create waves of engagement.
5. Recruit the Right Influencers
You can use influencer marketing tools to discover potential influencers that resonate with your client’s brand message and efficiently communicate the same to the target audience. Your influencers should be able to inspire their followers and persuade them to purchase your client’s products.
6. Create an Engaging Content Strategy
Quality content is key to engagement. Instead of hard-selling, create content that educates and solves your target audience’s problems. Weave in your client’s product story into this content smartly by leveraging your influencers’ content-creating skills. Also, plan your publishing schedule wisely and audit your content before posting.
7. Track and Measure the Outcome
Using your KPIs, track the performance of your influencer marketing campaigns to see the trajectory of progress, learnings, and areas of improvement. UTM parameters and unique influencer discount codes are few ways to track your campaign. Compare the engagement with respect to your investments and review if you got any close to accomplishing set goals.
You can use various influencer marketing platforms such as Affable.ai to ease your work of finding relevant influencers, budgeting, and managing influencer marketing campaigns, tracking competitors, and sending comprehensive reports to all the stakeholders for in-depth analysis.
People are actively following influencers to get introduced to great products and services. With strong influencer marketing campaigns, you can help brands seize this opportunity to develop long-lasting relationships with the influencers and partner with them to reach out to your target audience seamlessly.
Rachel Smith is a communication executive who works with the content marketing team at Affable, an influencer marketing company that provides AI-driven solutions that allows you to plan and execute your influencer campaigns strategically. She develops content around social media and marketing topics that can help her readers understand how to pick the right influencers, measure their impact, and run effective influencer campaigns. In her free time, she loves meeting new people and attending workshops on communication and psychology.