Traditionally the Influencer Marketing process has been a manual one. Influencers have been researched and contacted individually, and the campaign metrics have been needed to manually collect into one place.
Thus, Influencer Marketing has often been an inefficient, time- and resources-consuming effort based largely on gut-feeling. Something, which we marketers can’t afford. Therefore, to truly generate results and make marketing at a scale we need the help from machines and automation.
However, like any marketing effort also Influencer Marketing shouldn’t be automated completely. Its effectiveness is based on the authenticity of the influencer and the trust the audience has for the influencer. As of yet no machine can 100% make sure that the paid collaborations the influencer is taking part in do not break that trust and authenticity.
In this article we’ll guide you through how to automate your Influencer Marketing process without damaging the relationship between the influencer and their audience. We will show you what steps in the process you should automate, why you should automate them and how to do it.
What steps belong to an Influencer Marketing process?
In order to know what to automatise and what not, we need to determine the steps in the Influencer Marketing process.
We at INFLURY break down the process into the following steps:
As stated before, traditionally all these steps have been done manually, making Influencer Marketing hard to scale. Automation can thus bring a lot of benefits, which will be covered next.
Automation saves time and helps to make data-driven decisions
By using automation as a tool, it can make a lot of the Influencer Marketing steps easier to manage.
Research and book the influencers fast and based on data
Automation brings the most benefits in the influencer research and booking phase. Based on the target audience criteria such as location, gender, age and interest, a software can find dozens or even hundreds of fitting influencers in minutes.
A software can use millions of data points to analyze the target audience of an influencer. It can thus deliver a greater precision for the suitability of an influencer than a manual analysis.
A faster influencer booking also allows different A/B tests to personalize their campaigns or to book different types of influencers.
Fight against influencer fraud
Automation can also help in the quality control of the influencers by checking the follower growth rate and engagement rate for potential fraud cases. When the system already knows what is a suspicious behaviour, it can already flag these individuals and thus leave them out from the results.
Communicate more efficiently
You can also communicate with the influencers faster and more coordinated when automation is used. In a platform or with a software one can create predefined message templates which are easy to modify given any campaign type. These are then fast to send to a bunch of influencers.
A platform or a software also makes it easy to store all the communications in once place where multiple Influencer Managers can access it.
Keep a coherent brand image with predefined post templates and campaign briefs
Keeping a coherent brand image is also one of the challenges in Influencer Marketing. This is especially true when dealing with a lot of influencers. Automation can help with it by offering post and campaign brief templates.
Set templates give the influencers very detailed instructions in what and how to post. They make sure that there are no misunderstandings and limits excess communications back and forth. Thus, the influencers are on the clear what and how to post and can thus concentrate on the content creation part.
Analyse the campaign results from one place
Needless to say, automation is key in the analysis phase. From a platform all the metrics from different posts and different campaigns can be found in one place.
This not only makes the analysis and thus campaign optimization easier, it also makes the data more transparent. No more guessing how many engagements or clicks to the website were actually generated.
Don’t forget the human touch in Influencer Marketing
However, as stated at the beginning, Influencer Marketing can’t be automatised completely. If one takes a look at the steps described above, it is apparent that every single one of them still demands some human involvement.
Somebody has to come up with the campaign plan and content strategy, which is the basis for the whole campaign. This basis determines the criteria with which to search for the influencers.
Same goes for communication with the influencers and writing all the contracts and briefs. When dealing with other humans, another human being is still the best communicator.
Also one of the most important tasks for humans in Influencer Marketing is the content review. Just as you wouldn’t approve advertising from an agency without seeing it first, you need to proof the content from the influencers.
Analysis of the campaign metrics and the decisions based on those metrics also still needs to be done by a human. A software can show you a lot of suggestions, but the final decision is yours to make. Or the Influencer Manager’s.
Thus, automation in Influencer Marketing can assist throughout the campaign process. It’s job is to leave the people more time on the things which a machine can’t do.
But what if you don’t have the time or the people but would still like to get started with Influencer Marketing? Or maybe you have tried Influencer Marketing manually but were not really happy with the results? If those were your cases, then we should talk.
Influencer Marketing Automation With INFLURY
INFLURY was founded because our CEO Levin realised automation can make Influencer Marketing so much more efficient and profitable. So our own platform of micro-influencers based on our own software was created, to make more better performing campaigns for our clients.
We at INFLURY take care of all of the Influencer Marketing needs for our clients. Therefore, when collaborating with us, the advertiser’s Influencer Marketing process will look as followed:
With us our clients can concentrate solely on the creative idea and the overall strategy of the campaign. Our experts will take care of the rest with the software and the micro-influencers from our platform. All the campaign results will also be found in one place, making the analysis and optimization easy.
And if needed, our clients get expert assistance in the concept and strategy phase as well.
If there are any questions you have regarding getting started with Influencer Marketing, you can send an email anytime at email@example.com.
Or if you want to receive a personalised consultation regarding automatising your Influencer Marketing or even starting your first campaign, book a call with one of our experts! They are more than happy to help you.
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You can also read the German version of this article here.
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Influencer Marketing erweitert die Werbebranche um einen neuen und vielversprechenden Zweig, welchen es für Unternehmen bestmöglich zu nutzen gilt. Um in diesem Feld nicht erst experimentieren zu müssen, sondern gleich als Profi einzusteigen und die Chance nutzen zu können Vorreiter zu sein, sind einige Zutaten notwendig.
Während Influencer Marketing jeden Tag mehr an Bedeutung gewinnt und sich Kooperationen mit Influencern auf Instagram kaum noch zählen lassen, herrscht im Bereich der rechtlichen Bestimmungen zur richtigen Kennzeichnung, solcher Beiträge, noch große Unklarheit.
Frühere Traumberufe wie Rennfahrer oder Prinzessin sind inzwischen dem des Influencers gewichen. Natürlich ist auch dieser Wunschberuf nur mit einem gewissen Arbeitspensum realisierbar. Ein erfolgreicher Influencer muss den Anforderungen seiner Follower gerecht werden und stetig neue und spannende Inhalte teilen. Erfolgreich auf Instagram tätig zu sein, bedeutet also keineswegs nur Spaß, sondern viel Zeit und Mühe, welche es zu investieren gilt. Fake Follower sind hierfür ein einfacher Weg, die nötige Arbeit zu umgehen oder zumindest, um einen maßgeblichen Teil zu reduzieren.
“Jeder sechste kauft ein Produkt, dass er zuvor bei einem Influencer sah.”
Dieser Fakt macht deutlich, welchen Einfluss Influencer Marketing hat. Damit dieses für alle Nutzer so attraktiv bleibt und nicht zu einer einzigen großen Werbeanzeige mutiert, gilt es jedoch Maßnahmen einzuleiten.
Influencer sind authentisch. Sie wissen genau was ihren Followern gefällt und können auf eine Basis des Vertrauens zurückgreifen. Kurzum, sie vereinen alles, was der klassischen Werbung fehlt. Kein Wunder also, dass Influencer-Marketing die Werbebranche im Sturm erobert. Doch wie findest du den einen Influencer, der deine Kampagne zum viralen Hit macht?