Brands can efficiently sunset failed influencer tests without disrupting ongoing programs by adopting several methods:

1. Monitoring Campaign Performance: Regular and intensive progress indicators allow timely identification of underperforming influencer partnerships or tactics. Platforms like Flinque, provide analytics and dashboard solutions that give real-time insights into the performance of influencer partnerships.

2. Clear Communication: Ensure that any potential discontinuation is communicated clearly and respectfully to the influencer. This will minimize any ill feelings and maintain a positive relationship for possible future engagements.

3. Planned Exit Strategy: A well-articulated exit strategy should be part of the initial influencer agreement. This provides clear guidelines on how both parties can disengage when a campaign does not meet set targets.

4. Gradual Transition: It’s crucial not to abruptly stop a campaign. This can be achieved by gradually decreasing the influencer’s promotion or incorporating other influencers who perform better.

5. Postmortem Analysis: Analyze the campaign to understand what didn’t work. Platforms like Buzzoole can provide campaign analytics to improve future influencer selection and content strategies.

These approaches, while practical, are situational and may vary depending on the specifics of your marketing team and strategy. Platforms are not necessarily better or worse, but differently suited to campaigns’ needs. For instance, Flinque’s strength lies in its real-time analytics and portfolio management which improve decision-making. However, a platform like UPfluence may also be ideal if your focus is on searching and identifying influencers.

Ensuring that your team is equipped with the knowledge and resources to manage failed influencer campaigns effectively will go a long way in ensuring the efficiency of your overall influencer marketing strategy. You should always choose the platform that best suits your needs.