Getting creative, even in regulated spaces
Posted: Wed Jan 22, 2025 5:49 am
Measuring performance solely on the organic influencer posts won’t tell the full story, because your influencer efforts shouldn’t exist in a silo. Strategically weaving influencer assets into your broader media mix is what makes influencer marketing so effective. Defining a clear measurement approach upstream that accounts for the entirety of your “influencer media buy” is how you’ll understand the true impact of an influencer campaign.
The way you measure influencer efficacy will british indian ocean territory b2b leads depend on the type of campaign you’re running at any given time. Assessing an influencer partnership aimed at growing brand awareness looks a lot different than gauging one intended to drive repeat customer purchases.
Another important (but often overlooked) variable in the influencer ROI equation is cost savings. Yes, influencers offer reach, they offer content creation expertise. But the content they deliver has legs far beyond social—and at a fraction of the price of working with some creative agencies. A six-month influencer partnership can quickly turn into a full asset library that can fuel your paid efforts, website content and even email marketing. It’s hard to put a price on working smarter.
The magic of brand and influencer collaborations manifests most when marketers relinquish control. Influencers know their audiences and what will (or won’t) land. But letting go of the creative reins is tough for brands beholden to strict regulatory and compliance mandates.
If you can’t escape being over-prescriptive with your content briefs, it’s worth asking if influencer marketing is the right choice for your brand. (Partnering on a Reel that requires formal credits at the end misses the point.) That’s not to say that influencers should get carte blanche, but you do need to strike the right balance between being firm and being flexible when it comes to influencer management.
Screenshot of a LinkedIn post from Jayde Powell expressing why brands need to give creators more creative freedom when partnering.
The way you measure influencer efficacy will british indian ocean territory b2b leads depend on the type of campaign you’re running at any given time. Assessing an influencer partnership aimed at growing brand awareness looks a lot different than gauging one intended to drive repeat customer purchases.
Another important (but often overlooked) variable in the influencer ROI equation is cost savings. Yes, influencers offer reach, they offer content creation expertise. But the content they deliver has legs far beyond social—and at a fraction of the price of working with some creative agencies. A six-month influencer partnership can quickly turn into a full asset library that can fuel your paid efforts, website content and even email marketing. It’s hard to put a price on working smarter.
The magic of brand and influencer collaborations manifests most when marketers relinquish control. Influencers know their audiences and what will (or won’t) land. But letting go of the creative reins is tough for brands beholden to strict regulatory and compliance mandates.
If you can’t escape being over-prescriptive with your content briefs, it’s worth asking if influencer marketing is the right choice for your brand. (Partnering on a Reel that requires formal credits at the end misses the point.) That’s not to say that influencers should get carte blanche, but you do need to strike the right balance between being firm and being flexible when it comes to influencer management.
Screenshot of a LinkedIn post from Jayde Powell expressing why brands need to give creators more creative freedom when partnering.