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Why Your Agency Should Handle Your Influencer Marketing
/ Thoughtspace - Channels and Tactics, Influencer
October 18, 2021
The growth of influencer marketing is undeniable, and for good reason. Brands are seeking solutions that build awareness but also drive authenticity in order to grow trust and loyalty.
“People can break through the noise…people trust people. Influence is about relationships.” – Ty Heath, Director of Market Engagement, The B2B Institute at LinkedIn
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 due to TikTok’s rise and the ability for creators to drive virality, even causing products to sell out overnight. 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. To combat these challenges, it makes sense to work directly with your media agency to ensure cohesion for your brand.
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. Some may be prioritizing guaranteed impressions and clicks and while others focus 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. 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, you can pull budget from other channels to amplify high-performing influencer content.
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. Then you can 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.
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