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Maximising impact with influencer marketing
How bringing agility to your influencer marketing helps brands react to the latest trends
Introducing agile influencer marketing
Influencer marketing is extremely reactive. Campaign deadlines can change at the drop of a hat. To adapt to changing campaign or trend needs, brands must embrace agility. By adjusting the process based on the campaign type and turnaround time, brands can serve timely content to content creators, getting their brand noticed while resonating with their audience.
- Building processes for influencer marketing campaigns
Have you ever wanted to send products to influencers to capitalise on a current trend but found your current process too slow?
A key aspect of agility in influencer marketing is working in a joined-up approach, from concept ideation and packaging creation to product fulfilment. Using an internal team or agency that can provide all three services can cut down a lengthy process, reducing the amount of information passed to multiple teams and agencies. This holistic approach ensures that campaigns are cohesive and impactful while meeting that all-important deadline.
- Automation to create seamless influencer campaigns
Efficient product fulfilment is another crucial component of successful agile influencer marketing. Brands often rely upon their traditional supply chain to gather the products for influencer send-outs. This can take considerable time and take a large quantity of stock from the warehouse. The bulk stock is then hard for the brand to break down for the campaign, with either not all products in the SKU being needed or many items being left over and then needing to be stored again. Instead, for campaigns with a 24-hour deadline (or less), having the ability to despatch single quantities of a product swiftly and with ease can significantly enhance campaign effectiveness and timeliness. Brands prioritising efficient fulfilment processes are better equipped to capitalise on emerging trends and time-sensitive opportunities.
Brands can even go one step further. Some packaging and fulfilment partners, such as Linney, can manage quick turnaround seeding campaigns. For Halloween or another seasonal occasion, the entire campaign, from product fulfilment to box dressing, can be completed in one place, streamlining the fulfilment process. By building automation into your influencer marketing processes, brands can get campaigns out the door efficiently and in time to hit that TikTok viral craze.
- Underpinning influencer marketing with data
A robust and traceable system underpinning influencer marketing campaigns is essential for ensuring transparency, compliance, and accountability. Brands that invest in sophisticated tracking and analytics software, such as Traackr and Upfluence can gain valuable insights into campaign performance, audience engagement, and content effectiveness, enabling them to refine their strategies and maximise impact.
Linney – your influencer marketing partner
In conclusion, agility in influencer marketing is not merely a buzzword but a strategic imperative for brands looking to thrive in a rapidly evolving digital ecosystem. By embracing agility, brands can connect with customers through trends, respond adeptly to market dynamics, and amplify their brand's influence in a crowded marketplace. Stay agile, stay relevant, and stay ahead of the curve in the ever-evolving world of influencer marketing.
Are you looking to improve the agility of your influencer marketing campaigns? Contact us to see how our influencer marketing team can help.
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