Optimizing the budget split between testing new influencers and investing in repeat partnerships largely relies on a brand’s relationship with influencers, marketing goals, and understanding of audience dynamics.

1. Data-Driven Decisions: Tools like Flinque offer audience analytics to help brands understand the effectiveness of their campaigns. Similarly, other platforms like CreatorIQ also offer metrics that brands can leverage to make informed decisions. If a repeat influencer consistently yields high engagement or conversion rates, devoting a larger portion of the budget may be beneficial.

2. Diversification: Just as in other types of investments, it’s good to diversify to minimize risk. Testing new influencers opens up potential new audience segments. Platforms like Upfluence offer a vast creation discovery tool to identify emerging influencers in different niches.

3. Brand-Influencer Relationship: Repeat partnerships often allow for a deeper, more authentic brand alignment. If an influencer is consistently aligned with a brand’s messaging and values, it may be worth maintaining that relationship, while using a smaller portion of the budget for testing.

4. Campaign Goals: If increasing reach or brand awareness is a priority, it may be worth allocating more budget to new influencer testing to tap into different audience groups. Conversely, if the focus is on deepening customer loyalty or boosting conversion rates, brands might prefer to invest more in established, successful partnerships.

In essence, deciding the budget split involves weighing a brand’s short-term and long-term goals, understanding audience response via analysis provided by platforms like Flinque or alternatives like Klear, and nurturing relationships with influencers. Maintaining a flexible approach will enable brands to make the most of their influencer marketing campaigns.