“People can break through the noise…people trust people. Influence is about relationships.” – Ty Heath, Director of Market Engagement, The B2B Institute at LinkedIn
The growth of influencer marketing is undeniable, and for good reason: brands are seeking solutions that not only build awareness but also drive authenticity in order to grow trust and loyalty.Brands are clearly seeing the potential of influencers as close to ⅔ of US advertisers have worked with influencers in the last year now making it an over $3 billion dollar industry (growing approximately 33% this year alone). Much of this is likely due to the rise of TikTok and the ability for its creators to inform viral trends and behaviors, even occasionally causing products to go viral and be sold out. However, influencers have a foothold on a variety of social channels beyond TikTok, including YouTube, Snapchat, Instagram, and even Twitch – channels where brands were already advertising which makes influencer a natural extension of a broader marketing strategy.
“Creators have become so important to the commerce ecosystem… they have enabled the intersection of passionate communities and related products at a massive scale.” – Omar Zayat, Head of Industry, e-Commerce, Facebook
Yet, influencer buys are often handled by separate agencies with a sole focus on influencers. Disjointed influencer and paid media efforts impact both strategy and measurement, weakening the value of each dollar invested into the media plan. To combat these challenges, it makes sense to work directly with your media agency to ensure cohesion for your brand.
Three Reasons Your Performance Media Agency Should Handle Your Influencer Strategy and Execution
Maintain a unified cross-channel measurement strategy
Interpreting performance in a way that ties back to the overall media strategy becomes more difficult with each partner added to crowded media plans. Additionally, defining what strong results look like will likely vary between agencies, with some prioritizing guaranteed impressions and clicks and others focusing on tying to lower funnel goals. No matter the objective, it is critical to measure the success of an influencer campaign with the same lens as the rest of your digital media channel, and a performance media agency can offer that consistency.
Improved agility between platforms
Centralizing paid media to one partner empowers marketers to move budget quickly where performance indicates, whether across channels or within creative rotation. A viral influencer post can be turned into a paid campaign, from the creator’s handle, with proactive campaign management. Similarly, budget can be pulled from other media efforts to better support and amplify the influencer’s content, especially if it is having a strong impact on driving actions from followers and engagers.
Synchronize targeting seamlessly
At Coegi, we lead our campaigns with an audience-first approach understanding that precise targeting reduces media waste. With a performance media agency, you can take a similar approach with your influencer strategy. Media agencies can upload the same first party data segments that you use across the rest of your digital campaigns to understand which influencers your core customer group is already engaging with. Additionally, historical learnings across other media platforms can inform future influencer campaigns and help identify the strongest influencers to contract with.
If you are interested in influencer marketing and want to implement it through a performance media lens, chat with your team at Coegi.
By: Ali Zadel, Director of Client Services
Check out our Influencer 101 Infographic!