As we've covered in our complete guide to influencer marketing, the landscape for marketers and advertisers has already changed. Social media platforms are more popular than ever, and influencers have become the new medium to reach audiences on a personal level.
Brands and agencies are constantly on the lookout for ways to improve--that's why in this blog post, we're focusing specifically on influencer marketing platforms. We'll take a look at why you should consider a platform to manage your influencer campaigns in the first place, the best features to look out for, and our recommended platform to use.
The Power of Influencer Marketing
Building Trust and Loyalty with Influencers
Influencer marketing has the unique ability to tap into the trust and loyalty that influencers have built with their audiences. These influencers, whether they're celebrities, industry experts, or even everyday people, have a significant following on social media platforms. Their content resonates with their followers, leading to a strong connection between the influencer and their followers.
Brands who successfully partnering with these influencers can leverage this trust and loyalty to promote their own products or services. This approach is incredibly effective because it relies on the influencer's authenticity and credibility, which their audience has come to trust. Why does all of that matter? These campaigns can have higher engagement and conversion rates compared to other advertising methods.
The Impact of Influencer Marketing on Brand Awareness and Sales
In addition to building trust and loyalty, influencer marketing can also directly impact a brand's visibility and sales. A well-executed influencer marketing campaign can quickly increase brand awareness by exposing the brand to a larger audience. As influencers share their experiences with a brand's products or services, their followers are more likely to trust and consider the brand as a viable option.
Furthermore, influencer marketing can directly drive sales by offering exclusive discounts, promotions, or giveaways through influencer channels. This approach entices the audience to take immediate action, resulting in increased sales and new customers for the brand.
The Challenges of Working with Influencers
Finding the Right Influencers
Despite its huge potential, influencer marketing is not without its challenges. One of the biggest hurdles is finding the right influencers to partner with. Given that there are estimated millions of influencers across various social media platforms, identifying the perfect fit for your brand or campaign can be a daunting task. There's even multiple tiers of influencers such micro, macro, and mega-influencers. To overcome this challenge, brands need to conduct thorough research, analyze influencer metrics, and consider factors such as audience demographics, engagement rates, and content quality.
Managing Influencer Relationships and Campaign Deliverables
Another challenge is managing influencer relationships and campaign deliverables. Brands and agencies need to communicate with influencers, negotiate contracts, monitor content creation, and track the performance of the campaigns. This process can be time-consuming and labor-intensive, especially when working with multiple influencers on a single campaign. To make sure your partnerships are a success, it's essential to establish clear expectations, set deadlines, and maintain open lines of communication throughout the campaign.
Measuring the Success of Influencer Marketing Campaigns
Beyond finding and managing your influencers, measuring the success of influencer marketing campaigns can be tricky. With different social media platforms and varying metrics of success (likes, shares, comments, click-through rates, etc.), it can be hard to have a clear understanding of the campaign's performance and its impact on your brand. To overcome this, brands and agencies should establish clear and measurable goals for their campaigns, track key performance indicators (KPIs), and regularly analyze campaign data to optimize their strategies.
Why Use Influencer Marketing Platforms
Influencer marketing platforms are designed to make life easier for both agencies and brands when managing and working with influencers, eliminating the hassle. Here are some of the benefits:
Simplify the talent discovery process: These platforms provide a structured way to find and hire the right influencers for your campaign, saving you time and effort.
Manage campaigns seamlessly: Influencer marketing platforms offer tools and resources to manage campaigns, including communication, content approval, and scheduling, ensuring that everything runs smoothly.
Track and analyze campaign performance: With built-in tracking capabilities, these platforms allow you to monitor the performance of your campaigns, providing insights into what works and what doesn't.
Key Features to Look for in Influencer Marketing Platforms
All influencer marketing platforms are not created equal. In fact, they can vary widely in their features, integrations, support, and networks of talent. To help guide you in finding the perfect platform, we've come up with the top three things you should keep in mind when selecting one:
Talent Discovery and Qualification
The core value in most influencer marketing platforms is how it can help you find the perfect influencer(s) to partner with. The platform should offer advanced search and filtering options to help you find the perfect influencers for your campaigns. This includes:
Psychographic and geographic analysis: Understand the interests and location of the influencer's audience to ensure they align with your target market.
Engagement metrics: Evaluate the influencer's ability to engage their audience through likes, comments, shares, etc.
Past performance of branded content: Analyze the influencer's previous sponsored content to gauge their effectiveness in promoting brands.
Integrated Campaign Workflows
A robust influencer marketing platform should go beyond being a simple database, and provide tools and resources to streamline campaign management, such as:
Campaign planning and communication tools: Easily plan and communicate with influencers throughout the campaign.
Content approval and scheduling: Review and approve influencer content before it goes live, and schedule posts for optimal engagement.
Clear and Actionable Reporting
The platform should offer advanced tracking capabilities and reporting features that help you make data-driven decisions, including:
Audience location and trending themes: Identify where your influencer's audience is based and the themes that resonate with them.
Campaign performance metrics: Track the performance of your campaigns across various social media platforms, giving you a comprehensive understanding of your campaigns' success.
CreatorOS by Viral Nation: The Ultimate Influencer Marketing Platform
CreatorOS (FKA Influsoft) by Viral Nation is known as the best end-to-end influencer campaign and talent management platform, and for good reason. It isn't just another influencer marketing platform. To start with, it's powered by Viral Nation. Being backed by the world's leading influencer marketing agency not only gives us the edge, but also a track record of success. Nobody understands influencers and their audiences better than we do.
Let's take a look at why we think CreatorOS stands out from the competition and how it streamlines the influencer marketing process:
How CreatorOS Streamlines the Influencer Marketing Process
CreatorOS offers a host of features designed to make influencer marketing as efficient and effective as possible:
Talent discovery and qualification: CreatorOS's robust search and filtering options ensure you find the right influencers for your campaign.
Influencer CRM: Manage all your influencer relationships in one place, from communication to contracts and deliverables.
Campaign workflow tools and resources: Streamline campaign management with CreatorOS's planning, communication, content approval, and scheduling tools.
Reporting and insights: Access advanced tracking capabilities and actionable insights to optimize your influencer marketing campaigns.
Click-through and conversion tracking: CreatorOS's partnership with Short.io allows for accurate tracking of clicks and conversions, providing a complete picture of your campaign's performance.
Sentiment and emotion analysis: Gain deeper insights into your influencer campaigns and user-generated content, helping you make data-driven decisions.
Influencer marketing platforms can offer undeniable benefits for brands and agencies looking to harness the power of influencer marketing. By simplifying talent discovery, managing campaigns seamlessly, and providing clear and actionable reporting, these platforms enable you to make the most out of your influencer marketing efforts.
However, when choosing a platform it's crucial to find one that offers the features that will drive your campaigns to success. CreatorOS by Viral Nation stands out as an industry-leading platform, offering comprehensive talent discovery and qualification, full influencer/talent CRM, campaign workflow tools and resources, and transparent reporting and insights.
Frequently Asked Questions
What are influencer marketing platforms?
Influencer marketing platforms are tools that help brands and agencies discover, manage, and track influencer marketing campaigns. They streamline the process of finding and working with influencers, managing campaign deliverables, and measuring success.
Why should I use an influencer marketing platform?
Using an influencer marketing platform can save time and effort by simplifying talent discovery, streamlining campaign management, and providing clear and actionable reporting. This allows you to optimize your influencer marketing efforts and achieve better results.
What should I look for in an influencer marketing platform?
Key features to look for in an influencer marketing platform include advanced talent discovery and qualification, integrated campaign workflows, and clear and actionable reporting. Some platforms such as CreatorOS may also offer additional features such as sentiment analysis, click-through tracking, and conversion tracking.
How do influencer marketing platforms help with talent discovery?
Influencer marketing platforms offer advanced search and filtering options that help you find the perfect influencers for your campaigns. They allow you to analyze factors such as audience demographics, engagement rates, and content quality to ensure the influencers you partner with align with your brand and campaign goals.
Can influencer marketing platforms help manage campaign workflows?
Yes, some offer tools and resources to streamline campaign management. These can include campaign planning and communication tools, content approval and scheduling features, and influencer CRM systems to manage relationships and deliverables.
How do influencer marketing platforms help measure campaign success?
Influencer marketing platforms provide advanced tracking capabilities and reporting features that allow you to monitor the performance of your campaigns across different social media platforms. This helps you identify what's working and what's not, enabling you to make better decisions and optimize your influencer marketing strategies.
Are there any recommended influencer marketing platforms?
CreatorOS by Viral Nation is a highly recommended influencer marketing platform, known for its comprehensive talent discovery and qualification, full influencer/talent CRM, campaign workflow tools and resources, and transparent reporting and insights.
_About the author
Viral Nation is a new media innovation group that powers the social ecosystem through integrated solutions that align strategy, talent, media, and technology. As pioneers in the influencer space, Viral Nation is comprised of a full-service creative agency, a creator and athlete-influencer representation agency, and a technology division creating modern marketing solutions for the social media age.