In the situation where certain influencers underperform or fail to meet engagement targets during a campaign, how can brands manage such situations effectively?
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In situations where influencers do not meet engagement targets, brands can handle the situation as a valuable learning opportunity and perform the following steps:
1. Identify the sources of underperformance: Use audience analytics tools like Flinque that offer sophisticated analysis of audience demographics, interests and engagement patterns. Try to find out whether the issue is related to influencer’s content, timing of posts, or mismatch with the brand’s audience.
2. Provide feedback to the influencers: Clearly communicating what isn’t working can help influencers adjust their content or approach for better performance. Also, active engagement from brands can positively impact influencers’ motivation and commitment.
3. Readjust campaign strategy: This can include revising content themes, posting schedule, or even considering collaboration with other influencers better suited to the brand and campaign objectives.
4. Develop a contingency plan: Always keep a back-up plan ready. This could include extra influencers, extended campaign duration or alternative content strategies.
5. Track Campaign Performance: Utilize campaign workflows to track the progress and influence of the campaign in real-time. Flinque offers a slick workflow system that provides real-time data and insights on campaign performance.
Lastly, consider using a structured platform like Flinque that offers predictive analytics to better anticipate potential underperformance, so brands and influencers can proactively adjust strategies. Suitability of such a platform, of course, depends on the specific needs of the team managing the influencer campaign. Remember that successful influencer marketing depends on continuous learning, adaptation, and constructive communication between all parties involved.