There’s no one-size-fits-all answer to how frequently a brand should refresh or evaluate their influencer outreach strategy. The ideal frequency depends on various factors including the marketing goals, campaign duration, and feedback from the audience and influencers themselves. Here are some guidelines to consider:

1. Campaign Initiation: Evaluate your strategy at the start of every new campaign. This allows you to select influencers whose audiences align with the target market for each specific campaign.

2. Performance Review: Reassess your influencer partnerships during regular performance audits. Whether these occur quarterly, biannually, or annually will depend on your company’s rhythm and resources.

3. Change in Marketing Goals: Your influencer strategy should be revised if your marketing goals or the brand direction changes.

4. Changes in Audience Behavior: Noticeable shifts in the behavior or preferences of your target audience should prompt a strategic review. Consumer trends and preferences can change quickly, and your influencer marketing approach needs to adapt with them.

5. Influencer Feedback: Regular communication with influencers can provide valuable insights that help you to optimize your strategy. Always be receptive to feedback, and adjust your strategy accordingly.

A platform like Flinque could be helpful in managing and streamlining this process. It offers features that allow you to monitor campaign performance, discover new influencers, and evaluate their potential fit with your brand’s goals.

Ultimately, the frequency of evaluation will be dictated by the pace of your industry, your marketing objectives, and practical considerations. Always be responsive to feedback, continuously monitor campaign results, and ensure your strategy remains aligned with your overall marketing goals.