Setting measurable goals is one of the most important parts of launching a new relationship with a social influencer. You need to know upfront what you’re hoping to get from the relationship and how you’ll measure success. Clicks or revenue-based goals are of course the easiest to assess, but often that’s not how most influencer relationships start—it’s more about branding and awareness. Over time, brands can also get value from their influencers in terms of SEO and consumer engagement. But there’s another asset your influencers can bring to the table that is worth investing in: content.
Content generated by savvy, skilled influencers can be leveraged to drive conversions on your website and other marketing and sales channels, where it has been shown to move the needle on unexpected metrics such as email CTR and website conversion rates.
Sourcing content from your influencer program is also cost-effective—with zero production costs on your end. And if you have globalized your partnerships, partner-generated content can be a great way to efficiently drive local engagement on a global scale.
What about brand standards?
Most reputable influencers work hard to make their posts visually impactful in order to encourage virality and engagement—the same qualities you look for in imagery on your website, ads, catalog, or email campaign. This is where your interests and your influencers’ interests are completely aligned—it’s as vital to their brand to create excellent content as it is useful to yours.
With advances in mobile camera technology, from improved resolution to the wide range of filters available, amateur photographers can produce some professional-looking work, yet the content they produce often feels authentic and can get attention by being strikingly unorthodox or deeply in touch.
Influencer content in action
One enterprise Impact works with pulled product images from influencer assets and tagged them as “Insider Pics” on its product pages, each with a link to the influencer’s social page or blog. The conversion rate of traffic that passed through these influencer-heavy product pages was 15% higher than regular traffic. This same company also uses influencer-generated assets to flavor email campaigns and its own social media posts. Influencers provide inspiring photography as well as interesting storylines that can be used to inject novelty and authenticity into just about any campaign.
While engagement- and performance-based KPIs will probably always be at the heart of a successful influencer partnership, why not start curating content assets derived from your influencer program to see what more you have to gain? Of course, don’t assume you can just take assets and repurpose them without permission. Make sure you obtain legal authority to reuse them as part of your partner recruitment PO. Most likely your partners will find it to be a win-win situation.
Check out our ebook Scaling Influencer Marketing Globally to take a deeper look at overcoming the challenges of going global with an influencer program. To learn more about setting goals for your influencer partnerships and measuring results with the Impact platform, reach out to an Impact growth technologist at firstname.lastname@example.org.