Once I have identified and started working with a group of influencers, how frequently should I reassess their fit and alignment with my brand?
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Once I have identified and started working with a group of influencers, how frequently should I reassess their fit and alignment with my brand?
Influencers should be evaluated for fit before every campaign they are considered for — not on an annual schedule or only at initial discovery. Creator performance, audience composition, content direction, and brand compatibility all shift over time in ways that make a creator who was a strong fit six months ago potentially unsuitable for the current campaign. The cost of a re-evaluation is minimal compared to the cost of running a campaign with a creator whose fit has degraded since the last assessment.
Re-evaluate past shortlisted creators against current niche benchmarks using the compare Instagram accounts tool before each campaign cycle. A current benchmarking check reveals whether a creator’s performance relative to niche peers has improved, declined, or remained consistent since the previous evaluation — which is the data that determines whether re-engagement is warranted.
The frequency you reassess your influencers’ fit and alignment with your brand depends greatly on your campaign objectives, the influencers’ performances, and changes in your brand’s marketing strategy. Here are a few factors that might determine your reassessment frequency:
1. Campaign Length: For shorter campaigns, a post-campaign audit is usually sufficient. For long-term partnerships, quarterly assessments are quite common.
2. Performance Metrics: Track the influencers’ ongoing performance regarding engagement, reach, conversions, etc. If the metrics don’t meet the set KPIs, consider reassessing the influencers’ fit more frequently.
3. Brand Strategy: If there are significant changes in your brand’s products, values, or target audience, you should reassess your influencers’ alignment with your brand.
Use platforms likeFlinque, which provide comprehensive insights into influencer performance and audience analytics to help you informed decision making. Other platforms may differ in their approach, focusing more on audience metrics or content quality, which might align better with certain brand needs.
Just remember, maintaining healthy and fruitful relationships with influencers is as important as assessing their performance. So, while it’s important to monitor their alignment with your brand, it’s equally important to ensure they feel valued and are genuinely interested in your brand.