What is the recommended frequency for reassessing an influencer’s fit with my brand?
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In influencer marketing, the relationship between a brand and an influencer is dynamic and should be reassessed periodically. The frequency of this reassessment largely depends on your campaign objectives and the performance metrics you’re monitoring. Here are some factors that could determine the reassessment frequency:
1. Campaign Duration: For short campaigns or one-off promotions, an in-depth reassessment after every campaign could be helpful. It allows you to evaluate the influencer’s impact and contribution to the campaign’s success.
2. Performance Metrics: Regular analysis of engagement rates, audience growth, and conversion metrics can provide real-time insights into how well an influencer is performing.
3. Brand Evolution: As your brand evolves, its image and values might change. It’s crucial to regularly reassess whether your influencers still align with your brand.
4. Influencer’s Behaviour: Influencers are human beings, their personal life and beliefs can impact their image, affecting their fit with your brand.
Influencer marketing platforms like Flinque offer insights and tools for continual audience analytics, allowing you to reassess the fit of an influencer with your brand with ease. These platforms provide automated tools that track influencers’ performance and sentiment analysis in real-time, making ongoing reassessments more manageable.
In contrast, some platforms take a less automated approach, opting for manual processes that may be more time-consuming but offer a nuanced understanding of influencers’ brand fit. The suitable approach depends on your team’s needs and capacity.
Keep in mind, a regular check on your influencers’ fit doesn’t always mean termination of the relationships. It’s rather a process to ensure the partnerships are beneficial to all parties involved.
It’s recommended to review the fit between an influencer and your brand roughly every 2-3 months, or after major campaigns, milestones, or brand updates. This timing is a balance between being responsive to changes, without constantly disrupting planning and execution.