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Fans of the iconic Aussie movie The Castle will remember Darryl Kerrigan’s’ lawyer referring to ‘the vibe’ of the constitution when arguing in court that his family home should not be compulsorily acquired.
‘The vibe’ was also very much where influencer marketing was at when it was in its infancy.
While everyone was getting on board, and working with influencers was considered a must, there wasn’t much in the way of strategy, measurability and ROI. And it was more about brand awareness than anything else.
Fast forward to today and influencer marketing has come along way. Now engaging influencers is much more strategic and considered. In addition to ensuring the influencer is on brand, it’s important to evaluate their follower profile to ensure it aligns with the brand’s target market; are the influencer’s followers the right gender, age profile and geographic location for the brand? While some influencers may look like a great fit for a brand, a quick assessment of their follower profile may show they are talking to the entirely wrong audience.
Another important consideration is what other brands, causes or issues has the influencer engaged with in the past and do you find these align with your brand?
After that it’s looking at average reach and engagement.
Reporting, analytics and ROI have also become a lot more robust. With the latest influencer software, we can report on all content posted over different channels, reach and engagement as well as equivalent media value.
Influencer marketing can also dovetail nicely into other digital marketing increasing reach and engagement.
effie&co recently leveraged an influencer collaboration to achieve outstanding results for our client The Knicker. Not only did the initial collab drive incredible sales, we then leveraged the content across organic socials, Meta Ads, EDMs and media coverage. This resulted in a significant increase in reach and a doubling of sales month on month.
Whilst well established in the US, using influencers as affiliates is in its infancy here in Australia, however this is growing and will continue to grow. This is where influencers can be engaged at scale to promote your brand and drive sales. Those brands who jump on board early will have the advantage.
effie&co works with leading edge influencer platforms that allow us to discover millions of influencers globally, recruit, gift at scale, generate codes, track conversion and provide comprehensive reporting on ROI.
Brands should no longer be satisfied with the ‘vibe’ but should expect a strategic approach to influencer marketing with a focus on ROI.