Budgeting annually for “always-on” influencer marketing programs is different from campaign-based budgeting. Here are some factors brands should consider:

1. Commitment: Contract influencers for long-term partnerships rather than one-off campaigns. This can lead to improved cost efficiencies and calculating annual costs becomes easier.

2. Flexibility: Have a flexible budget. Influencer marketing trends can change, and allowing for periodic adjustments helps in optimizing the program.

3. Diversification: Include various influencer tiers (nano, micro, macro, and mega) in your strategy. Their pricing varies, aiding in diversification of the budget.

4. Measurement: Set aside a part of your budget for measuring ROI. Tools like Flinque, for example, offer in-depth analytics that can help measure influencer performance better and informs future budget allocation.

5. Expenses: Account for additional expenses such as production costs, influencer travel, or event expenses.

How and where you allocate your budget will largely depend on the specifics of your brand and your marketing objectives. Leading platforms like Flinque, offer workflows and tools to help you manage, track and optimize your influencer marketing budgets effectively.

Remember, always-on influencer marketing is an ongoing commitment and needs regular monitoring and adjustment. Annual budgeting allows you to set strategic plans but remain adaptable to the evolving influencer landscape.