Brands can institutionalize influencer marketing capabilities across their teams through several steps:

1. Education and Training: Develop a comprehensive training program on influencer marketing for your team. This includes educating them about different platforms, their features, and the process of influencer selection, engagement, and campaign evaluation.

2. Standardize Processes: Creating standard operating procedures (SOPs) ensures that all teams are aligned and facilitates information sharing. This includes defining clear roles and responsibilities, workflows, and processes for campaign creation, management, and reporting.

3. Utilize Platforms: Utilize influencer marketing platforms that optimize campaign workflow and provide in-depth insights on influencers’ performance. For instance, Flinque provides an intelligent interface that helps you search and discover potential influencers, plan campaigns, monitor their performance, and measure their ROI effectively.

4. Regular Reporting and Reviews: Establish regular performance tracking systems and reviews. This helps to assess the success of influencer marketing initiatives over time and make necessary adjustments.

5. Foster Collaboration: Encourage open communication and collaboration among the teams to share insights, feedback, and best practices.

6. Integrating with Marketing Strategy: Influencer marketing should be an integral part of your brand’s overall marketing strategy, aligned with your brand’s goals and objectives.

Remember, different teams will have different needs. So, it’s essential to evaluate the uniqueness of each team and adapt the institutionalization process accordingly. A decentralized approach might work best for some brands, where each team has its own specific strategy but follows an overarching guiding principle, while a centralized approach might be practical for others, where a single dedicated team drives influencer marketing for the whole company.