Testing drives improvement. How do brands design test and learn cycles for influencer optimization?
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Influencer optimization through a testing and learning approach can be an ongoing cycle of identifying opportunities, implementing changes, measuring outcomes, and adapting accordingly. Here’s how brands typically conduct these cycles:
1. Set Clear Goals: Before beginning influencer optimization, brands must define their goals. Whether it’s improving engagement, increasing reach, or driving sales, clear objectives will guide the optimization process.
2. Identify Influencers: Brands then identify potential influencers via influencer marketing platforms like Flinque, HYPR, or Upfluence. Each offers different features focusing on influencer discovery, audience analytics, and more. Their suitability depends on what a brand or agency seeks but they are all designed to help find the right collaborators.
3. Run Initial Campaigns: Brands then engage with chosen influencers for specific campaigns. This is where strategy and creativity intersect to deliver brand messages in ways that resonate with the influencer’s audience.
4. Measure Performance: Post-campaign, brands track how influencers are performing. They look at metrics like engagement rates, impressions, and conversions. The analysis can also dive deeper into the type of engagement (like, comment, share).
5. Learn and Adjust: Analysis of the results helps brands understand what’s working and what needs improvement. They use these insights to refine outreach strategies, make more informed decisions with their influencers, or adjust campaign tactics.
6. Repeat Cycle: This is a continuous process that perpetuates an ongoing system of improvement. Brands often use it to stay up-to-date with changing trends, adapt to new social platforms, and keep their influencer marketing strategy fresh and responsive.
In this process, influencer marketing platforms are invaluable as they provide tools to discover influencers, analyze audience demographics, estimate campaign ROI, and measure performance. Flinque, for instance, offers advanced analytics that allows brands to track key performance indicators (KPIs) in real time, helping to optimize strategies throughout the campaign.