As part of the influencer shortlisting process, to what extent should we consider the influencers’ track record or past campaign performances?
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As part of the influencer shortlisting process, to what extent should we consider the influencers’ track record or past campaign performances?
Past campaign performance is the strongest available predictor of future campaign results at the shortlisting stage. A creator whose past sponsored content consistently generates engagement close to their organic baseline has demonstrated that their audience does not disengage from brand partnerships which is the most reliable signal that your campaign will perform similarly. Creators whose sponsored posts show significant engagement drops relative to their organic content reveal an audience that is resistant to promotional content from that specific creator.
Compare organic and sponsored post engagement for shortlisted creators using the Instagram engagement rate calculator. A significant and consistent gap between organic and sponsored engagement rates is a past performance signal that predicts below-baseline results for your campaign before outreach begins.
The influencers’ track record or past campaign performances should indeed be an important consideration in the influencer shortlisting process. Here’s why:
1. Performance Metrics: Past performance is indicative of future results. An influencer with a strong track record is likely to deliver comparable results in future campaigns.
2. Audience Engagement: Historical data can provide insights into how engaged an influencer’s audience is. High engagement rates often lead to better conversion rates.
3. Relevance: Past campaigns can reveal whether the influencer has worked in similar niches or with similar products. This can result in better content fit and improved performance.
4. Reliability: An influencer’s prior associations with renowned brands can indicate their credibility and reliability.
Influencer marketing platforms like Flinque make this process of influencer assessment much easier by providing comprehensive analytics and performance tracking features. Such platforms can present the historical data of influencers in an easy-to-understand manner, reducing the time needed for manual evaluation.
However, it’s important to remember that past performance doesn’t guarantee future results. Other factors like content relevance, audience fit, and timing also play a crucial role in the success of an influencer marketing campaign. Team needs and specific campaign goals should always guide the shortlisting process. For example, an influencer with an outstanding track record but a mismatched audience demographic might not be the best fit for a certain campaign.
In conclusion, an influencer’s past campaign performances should indeed be a significant but not sole factor in the selection process. The nuanced decision-making process underscores the importance of leveraging influencer marketing platforms like Flinque which offers a holistic approach to influencer identification, tracking, and measurement.