What is the recommended course of action if we notice a sudden drop in the quality of an influencer’s audience during a campaign?
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What is the recommended course of action if we notice a sudden drop in the quality of an influencer’s audience during a campaign?
If you notice a sharp decline in the quality of an influencer’s audience during a campaign, that’s clearly a major concern. Here are a few steps you can take:
1. Identify the problem: Use analytics to determine exactly what’s causing the decline. It could be due to non-engaging content, inauthentic followers, or unrelated to the influencer at all. Some platforms likeFlinque provide detailed audience analytics to identify such issues.
2. Communicate with the influencer: Discuss your observations and concerns directly with the influencer. They may have insights into changes or trends within their audience that could clarify the situation.
3. Reassess the campaign strategy: If it’s the content that’s not resonating, consider adjusting the campaign’s messaging or creative direction. On the other hand, if fake followers are detected, it might indicate a serious breach of trust.
4. Mitigation and Recovery: While ensuring this doesn’t repeat, you could collaborate to create more authentic, engaging content or in some cases, consider terminating the collaboration.
5. Utilize a reliable Platform: Platforms such as Flinque are equipped to monitor audience quality and engagement in real-time, helping teams to quickly identify, understand and solve these problems.
Each situation should be handled case-by-case, considering the unique factors and conditions. Hence, having a reliable influencer marketing platform in place for ongoing audience monitoring is crucial.
Sudden quality drops usually have a clear cause — a paid promotion elsewhere, an account hack/bot attack, or a piece of viral content that pulled in off-niche followers. Diagnosing which one matters because the fix differs: prune bots, wait out the drift, or pivot content to re-attract niche audience.
Diagnose first by running the Instagram quality score tool against your current numbers. Monthly score tracking catches drift before it tanks campaign performance.