Before you start building out an influencer campaign for your brand, it's important to not only know what you want but see what has worked for others in order to learn from past experiences and to guide your goals and strategy in the right direction. A perfect way to get started is by reviewing successful case studies to see what has worked for brands and influencers previously and see where the influencer space is at right now. There are many great companies that have focused on building great case studies to show how influencer campaigns have worked for them, where the space is at, and where it's going which is only meant to help boost the influencer/brand economy and further it's growth. Here's a quick dive into how you can review successful case studies and apply it to your own marketing strategies.
1. Do your research and get familiar with the space
One of the best ways to make sure that your influencer campaign is set for success is making sure that you're doing your research within the influencer space. Content creators are more willing to work with brands that are more familiarized with the space, so it's important that you get well-versed in their language. See how other brands have built out their campaigns and how they've set their goals. There have many times where brands who are not well-versed in the space will come in setting goals that are unrealistic, so it's important to know how brand/influencer campaigns work, what results have come out of it, and what influencers can offer to boost your brand within the digital space.
2. Pay attention to the campaign objective and target audience
Before you start really diving into the analytics of the case study you're reading up on, first make sure to see what was the objective of the campaign, and who the target audience is. These two elements are vital to dictating the outcome and results of the campaign. If you are studying a case study that has a strategy that you may want to replicate for yourself (such as influencer gifting) but have a different target audience as the one that was intended, your own campaign could generate different results. It's important to study the strategies and objectives you want to do for your own campaign, but study various target audiences along with your own so you can compare and contrast your own goals and strategies before executing your campaign.
3. Become best friends with the numbers and analytics
Case studies are nothing without the numbers to back up the success of the performance. It's important to really study the numbers that have come out of case studies and project how your own campaigns will work. Without being familiar with the numbers that have resulted from past campaigns, it's hard to see where you can set your projections for your own campaign along with the influencers you want to work with. When focusing on numbers, make sure you're paying attention to some of the key indicators and analytics below when it applies to the campaign:
- Total Impressions
- Total Reach
- Total Likes
- Total Conversions
- Audience sign-ups
- Follower growth
- Traffic growth
- Sales conversion
4. Take cues from takeaways, both positive and negative
Most case studies will have their set of takeaways pointing out what was learned from the campaign or study. Use these as key indicators to guide you in the right direction to see what has been successful for other brands, and learn from what didn't work. If somehow a certain strategy didn't work within a case study, it's a good idea to take initiative to see how you could modify the strategy and goals so it could be successful for your own campaign. Whatever it may be, make sure you're learning from other's successes and mistakes and translate that into your own strategy.
5. Listen to the influencers you want to work with and the insights they have to offer
A lot of brands approach influencers and dictate what the imagery and language they should create for a campaign they're boarded on. However, nobody knows the targeted audiences for the set campaigns more than the influencers - they are their followers after all. Make sure that you get takeaways from influencers on what has worked from them, what hasn't, how their audience has responded to certain campaigns, and what are some of the analytics they have generated with their influence. When approaching influencers to collaborate on campaigns, it's important to remember that they're essentially a marketing consultant, and will tell you what works best for them. As a brand, if you overboard the direction of the message, it's likely that it will fall on deaf ears if it doesn't have a strategy tailored for the audience you're targeting, so always take any influencer's insight as a gold mine.
-- With a few of these steps, you'll be able to critically look and review case studies to help your next campaign. Familiarize yourself with the space, it's current trends, and how to speak the language of influencer marketing, and you'll set your brand for success.