Not sure how to run an influencer campaign? We are, and in a unique twist, we offer professionally run influencer campaigns as a service. From finding and coordinating with your influencers, to planning and optimizing the campaign for success, and everything in between, we run some of the best influencer campaigns. Each campaign covers up to 3 influencers, macro or microinfluencers, depending on your needs.
WHAT IS AN INFLUENCER?
An influencer is someone with a large social media following (and solid metrics) who uses their influence to collaborate with brands and show the social media or Instagram world what it’s like to use the brands’ products. They are not a spokesperson. They are someone who is Instagram-famous and who only advocates for a product over social media. They turn their feed into an punchy, new-age advertisement that people enjoy engaging with. These Instagram celebrities are their own personal and lifestyle brands.
WHY ARE INFLUENCER MARKETING CAMPAIGNS SO EFFECTIVE?
Influencer marketing is hands down the best way to broadcast your offer over social media. I have increased sales by 50% for the month with just one influencer campaign, and streams 100% during the campaign. Influencers cultivate a relationship with their followers daily, and people on social media look up to their influencers in the same way one might look up to a sports star or politician. Influencers’ power comes from this relationship.
They have no shortage of raving fans. These followers became raving fans because the influencer inviting them to view a snapshot of their life via social media posts really resonated with their followers. Influencers use their relationship with their followers to showcase products. There are influencers for travel, fashion, CBD and cannabis, and many other niches. Influencers find products that also resonate with their audience. A good influencer only shares a product or brand they really like. And in turn, their followers take their cues from them and find they like the product as well.
Influencer campaigns are big drivers of brand awareness. Your brand is prominently featured in the caption and visuals of a campaign, and this opens you up to tens of thousands of Instagram users. Furthermore, campaigns can be tied to metrics such as website link clicks, conversions, and sales. Also, as an influencer is lauding your product or brand with praise, so too will their following become advocates for your brand or product. These campaigns can move in an exponential pattern, growing sales, followers, leads, brand awareness, and more.
MACRO OR MICROINFLUENCERS?
A macroinfluencer has 100,000 followers or more. A microinfluencer has about 5000-10,000 followers. There are some surprising reasons to go with microinfluencers. First, many of them only require you to send the product, and don’t ask for any other form of payment. Microinfluencers’ audiences are often more intimately engaged with their influencer, meaning that though you’re reaching less people, they people you’re reaching are more likely to give the product a try. Macroinfluencers are good for reaching the largest possible audience, which in and of itself is a good thing. Campaigns with macroinfluencers will definitely help in a big way, but if you’re looking at cost first and foremost, go with a microinfluencer.
WHAT DOES A FORGECOLLECTIVE INFLUENCER CAMPAIGN LOOK LIKE?
Forgecollective manages influencer campaigns for max success, using what we’ve learned running them for ourselves in the past. Forgecollective influencer campaigns are so effective because we prioritize finding the right people to represent your products, and then plan and optimize the campaign for success. We document exactly how they should promote the product and how they should represent you.
An Forgecollective influencer campaign includes:
• Finding just the right influencer(s) (up to 3: macro, micro, or a combination)
• Planning and coordinating the campaign (from the visuals to the copy, from what product you should send and making sure it gets sent, dealing with any contracts, coming up with a document for the influencers about your brand and how they should represent you, and whatever else comes up).
• Monitoring the campaign and making sure the influencer is keeping up their end.
• Measuring success.
SOME FACTORS WE CONSIDER:
We look for influencers who align perfectly with a brand. For a CBD company, that would mean a cannabis industry influencer. Who the company wants to reach is an equally important consideration. For one CBD company that was targeting mothers, I found only mothers (or, #cannamoms, cannabis moms) to include in the campaign. We can take into account your budget. Whether you only have a budget for shipping out products, or you have a budget that can afford multiple macroinfluencers, we can find the influencers who fit the mold.
We also look at metrics. This goes beyond follower counts to consider factors like reach, impressions (how many accounts they’ve reached and how many times their posts have been seen), engagement (likes and comments), story views, and even location. We make sure that their followers are in the target country or cities, and we won’t move forward on a partner until we have seen their “insights” (Instagram’s built-in business analytics).
SOME FACTS AND FIGURES ON INFLUENCER MARKETING CAMPAIGNS
The most common influencer budget is $1000-$10,000/year, followed by $10,000-$50,000.
Yours can be much smaller. We recommend a budget of $350-$400 for smaller businesses.
7% of companies plan to invest over a million dollars on influencer campaigns.
17% of companies spend over half their marketing budget on influencers
89% say ROI from influencer marketing is comparable to or better than other marketing channels
Instagram ranks #1 for the most important and impactful channel. 89% surveyed said Instagram was the most important social media marketing channel.
Over ⅔ of marketers will spend the most on Instagram, with 69% of marketers focused on the network.
Instagram posts are the most used format of influencer marketing.
Instagram stories are the second most used format, followed by YouTube videos and Instagram videos.
The text for this section originally appeared on ForgeCollective's sister project website, InstaCollective.com.