Launching an effective campaign is not just about creating a brief, selecting a few profiles, and waiting for results. It requires a well-thought-out strategy, targeted creator selection, and careful planning.
In this article, we guide you step by step to create an influencer marketing campaign that not only grabs attention but also generates tangible results.
The 3 essential pillars for designing effective campaigns are:
- Optimize your audience
- Attract quality creators
- Boost applications
Optimize Your Audience
There are 3 campaign objectives: awareness, engagement, content repurposing. Discover our tips to select the best profiles depending on each objective:
- Instagram: focus on community size
- TikTok: prioritize engagement rate over follower count (different algorithm)
Instagram & TikTok: focus on engagement rate rather than audience size, especially with nano-influencers.
- Choose profiles aligned with your brand and values
- Analyze their content and past collaborations
When creating your campaign, it is also important to specify the criteria you are looking for in the Targeting step.
If your product requires a specific criterion, for example "Curly hair", you should enter this criterion in the appropriate section:
Avoid selecting categories or setting a minimum engagement rate, as this could limit your audience.
Attract Creators
In 1 minute, discover all our tips for attracting creators in this video:
Learn more about:
Creator View
Here is what creators see when applying to a campaign on the Skeepers app:
Creators therefore get a direct preview of your visual, campaign title, brand, and the relevant platform (social network).
Explore the world of influencers further with our Creator Collaboration Playbook :
Boost Applications
Here are our recommendations to increase creator applications:
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High Product Value
We recommend offering products worth around $30. If that is not possible, create a product bundle by sending multiple units (treatment/course) or a product assortment (range). -
Appropriate Content Type
The content type varies depending on the product being promoted: choose video or static format based on the product’s complexity.
Ensure the content type aligns with the expectations defined by the format outlined in the brief. -
Compelling Brief
Leverage your brand’s key moments and seasonal marketing calendar.
Create a structured brief with multiple sections: context, product benefits, expectations, clickable links, etc., to inspire creators.
Pay attention to formatting: title, bold text, emojis…
Create a high-quality brief.
Creator View
To achieve your marketing objectives, it is essential to maintain continuous brand presence in consumers’ minds throughout the year (always-on strategy), while reinforcing this presence during key moments. That is why you should plan your annual campaign calendar.