Designing a rolling budget for influencer programs involves a series of steps:

1. Set Goals and KPIs:

Brands should establish what they hope to achieve with the influencer program. This could be brand awareness, follower count growth, or conversion rates. From these goals, they can determine Key Performance Indicators (KPIs) to track progress.

2. Evaluate Past Performance:

Previous campaigns can give valuable insights into what worked well and what didn’t. By taking these lessons, brands can adapt their future strategies effectively.

3. Allocate Budget Based on Performance Metrics:

Rolling budgets are designed to adapt to changes. Therefore, the allocation of the budget should be based on the current performance of influencers. Brands can use platforms, such as Flinque, for tracking the performance and adjusting the budget accordingly.

4. Continual Assessment:

This step involves monitoring the campaign results against KPIs and adjusting budget allocation based on these results. Rolling budgets are flexible and should be reviewed frequently. A well-performing influencer may merit higher investment, while under-performers might need budget cuts or even removal from the campaign.

5. Optimization and Adjustment:

Brands should always be prepared to adapt their strategy. This might mean adjusting the mix of influencers, changing the type of content, or investing more heavily in high-performing elements of a campaign.

Note that rolling budgets come with their own set of challenges and need to be managed carefully. This requires a robust management system which tools like Flinque can offer, with features such as real-time analytics and insightful reports, to make the most out of influencer marketing campaigns. Platforms vary in their approach, so brands should choose one based on their own unique needs and objectives.