Our Account Executives Fiona Ryan and Jenny Soederman are attending Social Media Week and on Tuesday they listened to “The Influencer Campaign Cheat Sheet” by head of engineering Solange Rubio at InstaBrand and Julie Lee, founder of Julie’s Kitchen and professional influencer.
Building a successful campaign always starts with building your own influence, according to Lee and Rubio. Make sure your brand is active, responding to audience and make sure there’s synergy between the brand and the influencer. The one question Lee always asks herself before embarking on any brand collaboration is “Will this look like an ad” or can I make it work within my aesthetics and values? Rubio also stresses the importance of defining your goal before identifying the right influencer to help you reach that goal. Is it conversions, followers or brand awareness? She also thinks it’s important to have patience and not to expect too much from your influencer campaigns. “It takes time to get those conversions and you’d be surprised at how few new followers some campaigns actually generate,” she says. Both Lee and Rubio thinks it’s important for brands to really delve into analyzing their influencers audience and to ask the influencer for reports on how well the content or campaign is doing. “Metrics are important and listen to your influencer. He or she knows what’s going to get engagement and what’s going to get spread. They know all about their audience. Ask them for the information.” Rubio and Lee both conclude that authenticity is of utmost importance and is the one thing that will make or break your campaign.
“Before you build your influencer campaign, build your own influence”
