Your influencers are falling short of expectations. How can you realign their performance for success?

Indeed, it is important to identify the causes when influencers underperform. The following steps can guide you: 1. Evaluate Content Quality: Assess whether the influencer's content is up-to-date with current developments. Outdated content can negatively impact their relevance and appeal. 2.Check Engagement Rates: Decreased engagement rates may indicate that the audience isn't finding value in the content. Ensure the content is beneficial and engaging. 3.Assess Audience Alignment:Determine if the influencer's audience aligns with your target demographic. For example, if your brand's audience is Gen Z, but the influencer targets different generations, this misalignment can affect performance.

Conduct a thorough review of the influencer's performance metrics, such as engagement rates, reach, and content quality. Gather feedback from your team and the influencer’s audience to understand potential issues.

Define clear, specific, and measurable objectives for the influencer. Ensure they understand what success looks like. Ensure that the influencer’s goals align with your brand’s objectives. This might involve revisiting and adjusting the initial brief or agreement.

In den meisten Fällen laufen Kampagnen nicht schlecht, die gemeinsamen Ziele wurden nur oft nicht richtig kommuniziert. Deswegen ist offene und ehrliche Kommunikation von Beginn an wichtig. Nur, wenn beide Seiten wissen, was die andere erwartet (und das auch offen kommuniziert), können Kampagnen erfolgreich für beide Seiten laufen.

Schedule regular meetings or check-ins to discuss progress, address concerns, and provide support. Encourage open and honest communication. Make it clear that you value the influencer’s input and are willing to collaborate on solutions.

Use data analytics to track the influencer’s performance against the set objectives. Monitor key metrics such as engagement rates, conversions, and audience growth. Compare the influencer’s performance with industry benchmarks and other influencers in your network to identify areas for improvement.

Utilizing data to track and optimize performance is crucial. At Tru, we analyze metrics such as reach, clicks, and conversions to understand what works and what doesn’t. For example, if an influencer’s posts are not generating expected engagement, we use this data to refine content strategies or posting schedules. By making informed decisions based on data, we can enhance the effectiveness of our influencer campaigns and better align their performance with our goals.

Maintaining flexibility has been crucial in my experience managing influencer campaigns. Once, I managed a campaign where our main influencer's content wasn’t delivering the expected results. Instead of sticking to the original plan, we reviewed the performance data and worked with the influencer to try other platforms and new formats. We also incorporated additional influencers with different approaches to diversify our reach. By adjusting our content strategy and experimenting with new formats, we saw a significant boost in engagement and overall success. Flexibility in our approach allowed us to turn the campaign around and achieve our objectives.