Influencer marketing agencies eat, sleep, and breathe influencer marketing 24/7. While influencer capabilities and reach extend beyond social media, that is still where the majority of people consume influencer content. And it’s a very busy place. Social media evolves more quickly than any other platform; you can rely on your agency to stay on top of algorithm changes, new social media tools, and updates in commerce abilities within our favorite social platforms, so you don’t have to.
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Just like the once-new idea of reality television that came before it, influencer marketing is here to stay. What some imagined might be a fleeting trend has grown to become one of the most creative, impactful, profitable—and yes, measurable—channels in performance marketing.
Just like the once-new idea of reality television that came before it, influencer marketing is here to stay. What some imagined might be a fleeting trend has grown to become one of the most creative, impactful, profitable—and yes, measurable—channels in performance marketing.
Just like the once-new idea of reality television that came before it, influencer marketing is here to stay. What some imagined might be a fleeting trend has grown to become one of the most creative, impactful, profitable—and yes, measurable—channels in performance marketing.
3. Boost the top-performing posts using the influencer’s handle. To do this, we connect the influencer’s post with the best-performing audiences within a brand’s ad account. Then, we create custom and lookalike audiences from the influencer’s most engaged followers. Finally, we add a CTA button and update the copy on the post as needed.
One thing to note before we dive in is the ongoing, adapting shift in social media culture and engagement – specifically for advertisers. Thanks to advances in the technical capabilities of click-through commerce, coupled with its increasing adoption by shoppers, today we are able to much more accurately measure influencer marketing’s impact not just on awareness, but across all stages of the funnel, top-to-bottom. “The industry is changing—we are seeing more marketers and brands expect to understand how their investment in Influencers impacts their bottom line. No longer can we rely on vanity metrics to tell the story of success in Influencer Marketing; we need to hold ourselves accountable and have the infrastructure in place to track through to more impactful metrics like conversions.”
4. Access consistent reporting
Done in-house, influencer marketing requires a lot of time and resources, and as we all know, time = money. The influencer marketing process usually involves:
Want to learn more about our influencer management services? Reach out today to chat with an expert!
As a performance marketing firm, Tinuiti experts within every division understand the importance of bottom-funnel activation. Influencer marketing has its roots in top-funnel awareness tactics—and to be certain, is still among the strongest channels in that vein—but the end goal of almost every campaign comes down to real dollars and cents. And the increasing array of shoppable influencer options, including on Facebook, Instagram, and TikTok, is helping us to measure which specific content is driving the highest conversions.
1. During contracting, Tinuiti will negotiate usage rights with our Influencer partners, so once we get to the amplification phase, we can move quickly.
5. Amplify the right content in the right locations to turn engagement into revenue
4. Based on the results, we test, iterate, and measure the impact of each campaign on a client’s bottom line.
Working with an agency can be a more cost-effective, less time-consuming way to build and execute your influencer marketing strategy. An experienced agency can help you set up a strategy and align on campaign goals, find and vet influencers for you, and do the hands-on work of building a campaign and working with each influencer. An agency provides ongoing campaign support and takes a lot of the guesswork out of the influencer marketing process.
An experienced influencer agency knows what makes an influencer marketing campaign successful—results. Agencies like Tinuiti can monitor each post and share reporting with you, so you don’t have to refresh the ‘like’ count on every post over and over, trying to determine your true reach and how your brand is being received. Most importantly, they can offer expert insight into how effectively each campaign is working toward reaching your business goals, and which adjustments might offer a better return.
- Something to note: Paid Social is the more natural place to boost or amplify Influencer content, but it’s not the only place. When working with an agency (like Tinuiti) you can uncover other places (both paid + owned) where Influencer content can be amplified. From owned websites or social media, to Programmatic, OTT or Out of Home, Influencer content can really travel anywhere your traditional branded content lives
We are able to look at Influencer content through both an organic and paid lens. Understanding what Influencer is driving our KPIs organically is important, as those would be the Influencers to tap for future campaigns. Additionally, being able to understand what pieces of content are converting via paid gives us more direction on what to create in the future.
Source: eMarketer
Tinuiti Influencer Marketing Services
Agencies know which audiences respond to which types of influencers, campaigns, and social media channels. An agency can help you bring your campaigns to life by pairing the right creative with the right campaigns — and posting on the right platforms. While each agency has its own process for amplifying top-performing content, the goal is always to turn those impressions and engagements into revenue. Working with an agency can help increase your ROI for influencer marketing — and see results faster.
When you partner with Tinuiti as your influencer marketing agency, some of the strengths and differentiators we bring to the table include:
- Our team is led by an influencer marketing expert with 15+ years of experience in the space, and collectively has extensive experience across all major platforms
- We are talent-agnostic, working with influencers at every level to accomplish different goals at every stage of the funnel, from credible experts with a few thousand followers, to celebrity influencers who reach millions
- We are also platform-agnostic, giving your influencer content legs by working smarter. Our team ensures the highest quality, best-performing, most well-received influencer content reaches the maximum number of viewers—beyond the platform on which it was originally shared—through strategic cross-channel distribution
- We’re strong believers in offering the ‘total package.’ Our experienced team and the insights, connections, and capabilities they bring is our greatest strength, but we also have the advanced tech necessary to help them research, vet, contract, measure, and optimize
- Because Tinuiti is a full-service digital agency, the larger team can also advise and execute on the amplification piece of Influencer programming. Instead of working with multiple agencies to run this integrated programming, Tinuiti has experts to help save time and money, by leveraging this all in one place
The goal of influencer marketing is to organically get your product and brand in front of your target audience; to do that, you need to show up on the platforms where they spend the most time.
Editor’s Note: This post was originally published by Tara Johnson in January 2020 and has been updated for freshness, accuracy, and comprehensiveness.
