One of the trends of 2023 is the Creator Economy. According to statistics from Influencer Marketing Hub, 92% of marketers believe that influencer marketing is effective for them. In 2022, the budget allocated by companies to influencer campaigns rose from $3.6B to $4.14B in the United States.
It’s no surprise that in Ecuador we’re also seeing the reflection of this evolution. Companies are investing more in these campaigns, allocating more resources and time to their development.
At Altitude, we’ve managed multiple influencer campaigns on Facebook, Instagram, and TikTok. Here are some of the things we’ve learned:
Start with the objective, not just the idea
With a clear objective, we can work with our clients to create a campaign structure that contributes to those goals. For example, if the goal is to get people to download an app, we start there to generate content ideas for influencers.
If the goal is to gain followers, unboxing content alone might not be the most effective approach. That’s why we recommend starting with the goal rather than the mechanics.
The trend is content-oriented versus product-oriented
Most influencers are creators and artists who appreciate when a collaboration goes beyond just product sponsorship. Their audiences also value and trust them more when the intent feels less commercial.
We recommend that brands focus less on pushing a product and more on promoting the lifestyle associated with it. With this type of concept in mind, we can create a series of actions for influencers to carry out—or even let them propose their own ideas.
For example, if we want to promote a yogurt product, it’s better for the influencer to share a vlog of their day where the yogurt is part of their breakfast, rather than a video where the yogurt is the main focus and they list its benefits.
Campaign guidelines must be clear
As an agency, we are the link between our clients and content creators. One of the most important elements for executing successful campaigns is clear communication of the brand’s expectations and general collaboration guidelines.
We need to establish from the start delivery deadlines, exclusivity terms, how their content will be used, the review process, etc.
Be flexible
Content creators themselves can be one of the best sources of ideas to spread the campaign’s message. While guidelines are important, it’s highly beneficial to leave room for influencers to be creative and add that extra touch to the campaign.
An influencer’s cost is not [always] a reflection of the quality of their content
We’ve come across influencers with high fees who deliver underwhelming results, and others who are just starting out and manage to truly engage their audience with sponsored content.
We know that content performance depends on many factors, which is why our initial search needs to consider them. What kind of content do they usually create? What other collaborations have they done? Does their sponsored content resemble their organic content?
Thinking about reaching out to influencers for your brand? Contact us—we’ll help you shape your vision.