Nowadays, an influencer marketing strategy isn\u2019t a case of \u201cmaybe\u201d, it\u2019s a case of \u201cwhen\u201d.<\/p>\n
In fact,\u00a093%<\/a>\u00a0of marketers have used an influencer marketing strategy at some point, precisely due to the value that it brings to brands. Not to mention, the industry was valued at\u00a0$16.4 billion<\/a>\u00a0last year, and brands are increasingly upping their budgets for influencer marketing.<\/p>\n This substantial growth in influencer marketing opens doors for agencies to support companies with their strategies. Brands can use the expertise, resources, and connections of agencies to strategize, action, and manage influencer marketing campaigns at scale.<\/p>\n Brands that partner with agencies can apply specialized tools that, when combined with agencies\u2019 seasoned knowledge of the advertising space, give them a real competitive advantage.<\/p>\n Still, in the saturated online world, agencies need a refined toolbox for 2023. The industry demands optimized solutions that can deliver results for businesses, offer clear data insights, and consistently prove a return on investment.<\/p>\n Here\u2019s how influencer marketing is changing, and how agencies can stay atop of the shift with the savviest tools.<\/p>\n Social media and influencer marketing go hand-in-hand. For small or growing businesses, social media offers ways to get in front of users and spread brand recognition; it\u2019s essentially the top of the funnel for conversions.<\/p>\n But with so much noise to cut through, getting visibility on social media is challenging: Content could be great but it won\u2019t automatically be shown to the right people at the right time.<\/p>\n Social media managers can often feel stuck with limited social media tactics that don\u2019t produce the desired outcomes. They may choose to double down on organic content.<\/p>\n But this can be time-consuming, as well as difficult for brands in non-creative verticals. Plus segmentation on social media isn\u2019t always accurate. So managers may not be displaying content to the people that it could benefit most.<\/p>\n Rather than rely on traditional routes then, agencies can boost business\u2019 social media standing with more innovative, effective techniques that leverage influencer marketing.<\/p>\n Sounds complicated? It\u2019s not, and it can be an important step to overcome the social media anxiety that has loomed over agencies for some time.<\/p>\n Agencies inherently know what an influencer marketing campaign entails: It requires substantial planning, audience targeting, competitor research, and finessed brand positioning. Agencies therefore have to determine if the effort is worth the possible results for the client. On top, they have to set realistic expectations to protect their integrity as an agency. That can be a lot of pressure.<\/p>\n There are existing tools that assist agencies but these can be expensive, too general in scope, or not lead to sufficient audience engagement.<\/p>\n For newer agencies that aren\u2019t familiar with influencer marketing, they may be unsure where to get started. In addition, they may be cautious about suggesting a whole new service to clients that they can\u2019t navigate with confidence.<\/p>\n Yet it would certainly be a missed opportunity not to move forward with influencer marketing. Not only from the perspective of maximizing businesses\u2019 exposure, but also in terms of strengthening agencies\u2019 capabilities and reputation.<\/p>\n The light at the end of the influencer marketing tunnel, however, comes from tools that offer these three things:<\/p>\n These types of tools empower agencies to make data-driven decisions. At the same time, they heighten social media activity, and give agencies and brands a more granular understanding of campaigns\u2019 impact.<\/p>\n Does such a tool exist? You bet it does\u2014and it\u2019s right here at your fingertips.<\/p>\n The\u00a0Influencer Analytics<\/a>\u00a0app\u00a0enables agencies to manage and organize multiple influencer marketing campaigns within one dashboard.<\/p>\n Here, agencies can scale campaign operations up and down with automation features, such as:<\/p>\n And much more!<\/p>\n They can also invite clients to follow campaigns in real-time. This goes a long way toward building deeper trust between agencies and brands.<\/p>\n Improve Your Agency\u2019s Efficiency<\/p>\n with Influencer Analytics<\/p>\n<\/div>\n Market research is a necessary first step in any marketing strategy. With the Influencer Marketing dashboard, agencies can get a look at what brands\u2019 competitors are doing.<\/p>\n In the example below we can see Playstation\u2019s impressive influencer marketing efforts and some of the results it is producing:<\/p>\n They can view which competitors have teamed up with which influencers, and take inspiration from the types (and successes) of the campaigns that they\u2019ve run.<\/p>\n Likewise, agencies can tap into insights about competitor campaigns that can help them set achievable KPIs and fair budget costs. For example:<\/p>\n Choosing an influencer for a brand is much like dating\u2014the most successful and long-term relationships are based on compatibility.<\/p>\n With the Influencer Marketing platform, agencies can view the best influencers for brands based on criteria that they input. Simply add the channel name and select the characteristics that best suit your brand:<\/p>\n They are then presented with a list of people who match with the client\u2019s values, messaging, and preferred audiences, and they can export this list to clients for a final selection.<\/p>\n What\u2019s more, agencies can look at each influencer\u2019s engagement metrics to confirm that they do have genuine traction with their followers.<\/p>\n Clients don\u2019t need to worry about pairing with a seemingly perfect influencer only to realize that they don\u2019t have the sway they first thought.<\/p>\n Let\u2019s take a peek at Beyonce for example:<\/p>\n Agencies can also filter out influencers that have worked with clients\u2019 competitors and eliminate them from the list of possible influencers if they deem it more powerful to collaborate with someone entirely new.<\/p>\n Alternatively, if there is an influencer who has run a notable campaign with a competitor, agencies can use the \u2018Channels\u2019 tab to find comparable influencer profiles and seek to repeat their success.<\/p>\nThe Social Media Struggle<\/h2>\n
Agencies and Influencer Marketing Anxiety<\/h2>\n
\n
A Comprehensive, Clever Solution<\/h2>\n
\n
Benchmarking a Strategy<\/h3>\n
Selecting Influencers<\/h3>\n