Naturally, as an industry, we care about the effectiveness and efficiency of our campaigns. While this is understandable given our desire to deliver superior business results, the reality is that our pursuit of long-term, global success is being harmed by short-term success. The majority of marketers, including agencies, follow this results-driven strategy, which is why their campaigns fail.
For example, if you run a campaign with Influencer A and reach your goal of 100 sales, your initial action is favorable. You are confident that you’ll use Influencer A again and earn 1.5x my target. You’ve established a long-term relationship with Influencer A and have consistently outperformed my target.
Does this ring a bell?
However, because we placed a premium on immediate results, your brand is now dependent on Influencer A to perform in order to meet your objectives. Due to your success in exceeding the 1.5x target, the target has been increased to 150 sales. Suddenly, your previous success becomes a benchmark, and you’re unsure how to scale without trialing another 25 influencers in search of another high-performer.
Long-term influencer marketing success
We can achieve long-term success only if we look beyond the immediate results and delve deeper into the influencer post. In comparison to traditional advertising, influencer marketing is focused on human-to-human interaction, which introduces over 1,000 new variables into the equation. Performance can vary depending on factors such as the amount of laughter shared, the manner in which the story was told, the date the collaboration was announced, and the degree to which they share the brand’s values.
All of these are uncontrollable human characteristics that can be pre-selected and encouraged via briefings.
If only immediate results are considered, none of these factors are considered. You have no idea why your post was so successful, and thus no way of replicating or scaling that success. By looking beyond the influencer and examining the factors that contributed to their success, you can extend the life of your influencer marketing campaigns.
It is critical to understand behavioral sciences
Influencers infuse marketing with a human element that other channels have been unable to replicate. These are online communities comprised of individuals who share common interests and thus have a personal connection. To truly add value and become a part of these communities, it’s necessary to get personal as well. You must consider the behavioral science underpinning your campaigns.
Only by grasping the ‘why’ behind each post will you be able to replicate this success effectively. This is referred to as the flywheel approach, in which an analysis of each campaign through the lens of behavioral science results in a more effective strategy for subsequent campaigns.
For instance, we’ve noticed certain patterns in recent campaigns that correlate with ROI. We analyzed the top-performing influencer and discovered she used humor and storytelling to connect with her audience about the product. She has stated more than simply that she uses it. By being candid about her personal struggles, such as menstruation, family, and weight, she exposed herself to the audience. This resulted in a trust-based relationship and a 22.5% return on investment.
Identifying relevant influencers
How, on the other hand, do you identify influencers who act in this manner? As a result of behavioral science, we now know that laughter is one of the most effective ways to connect with an audience. As a result, we can create briefs and contextual information that encourage the inclusion of laughter on influencer pages that already do. By collaborating with influencers, for instance, you can naturally encourage genuine conversation and, by extension, genuine laughter.
Understanding the behavioral science behind your influencer videos will aid in the selection, briefing, and analysis of future brand collaborations. You can truly comprehend why a post was successful and quantify its success.