8 Tips For Running An Honest Influencer Marketing Campaign
Influencer marketing is a relatively new territory for brands, which means there’s ample opportunity for dishonest businesspeople to take advantage of innovative marketers, and put a campaign in jeopardy. The digital marketing world has seen its fair share of illegal activity, and morally ambiguous practices.
So how does a marketing team guarantee that it’s paying for an honest influencer marketing campaign? We’re glad you asked because honesty is something Acorn prides itself on!
We’ve come up with 8 tips for brands looking to run an honest influencer marketing campaign. If you can check these off, you should feel more confident in the work your team does with influencers, and with influencer marketing agencies.
#1 – Get Agency Recommendations
If your brand is working with an agency (a popular cost-effective choice), it’s important to know who you’re doing business with, and whether they are trustworthy.
If you have any mutual connections, take the time to do some background research and ask for their opinion. If you don’t have anyone in common, do some due diligence, read reviews online from influencers and clients.
Case studies on their website are another good way to know that a business is reputable.
#2 – Question The Influencer Recruitment Process
Your campaign is more likely to get genuine results if the right people are working for your brand. Remember that behind the numbers are real people, and those people should be your target audience.
A good influencer marketing agency will explain to you how their process for influencer recruitment works, and how your brand can work with them to ensure the right people are on your campaign.
Here’s some information on Acorn’s unique influencer selection process.
#3 – Be Specific With Influencer Compensation
Any company who wants to engage with influencers should clearly outline compensation, and the terms and conditions of said payment. A good influencer agency will be familiar with this process, and can handle the details of influencer payment. Nevertheless, it’s a good idea for brands to commit the agreement to paper, and make it legal with a contract.
#4 – Demand Campaign Transparency
It’s shocking to see what some influencer marketing companies will do to meet the terms of an agreement with their clients. We’ve heard stories of agencies creating secret social media groups to encourage their influencers to engage with each others posts, and falsely reach campaign goals.
While it’s unlikely that an agency would openly admit to these shady tactics, you should do some background research, and openly ask if you suspect something like this has happened.
#5 – Get To Know Your Primary Contact
The client services team at an influencer marketing agency should work as an extension of your own team, organizing, and executing on the necessary actions needed to pull off a successful campaign.
It’s important to know who your primary contact is at the organization so that you can quickly get a hold of them if you have any questions, concerns or updates for your campaign.
#6 – Enforce FTC Disclosure Laws
Marketers should educate themselves on the latest Federal Trade Commission laws before engaging in a campaign. The FTC has already come down hard on brands, and agencies who have not followed disclosure rules, and most recently sent warning messages to influencers.
Only work with an agency who closely follows the FTC laws and is aware of its most recent updates. The influencer marketing industry is new, and fluctuates with updates to social media features, so it’s on the brand to ensure their campaigns follow the rules.
#7 – Understand Intellectual Property Laws
Influencers retain the rights to their content, however brands can stipulate in their contracts with influencers to have exclusive rights to use the content for a certain period of time (or indefinitely.) If the contract says nothing about ownership or intellectual property rights, then the influencer has the copyright on that content and all rights associated with the copyright.
#8 – Ask How Campaign Results Are Being Measured
There should not be any ambiguity in how an influencer marketing campaign is being measured. Acorn measures the success of a campaign based on the goals our clients outline before kickoff, and using metrics including impressions, engagements, total media value, total pieces of content, and (when we are working with digital agencies) sales lift.
Goals to hit these metrics are set by the client and the Acorn team with open transparency on how we earn, collect, measure, and deliver these numbers.
Acorn Influence has had the pleasure of working with some of the biggest, and best, brands in the world. Our case studies page features examples of how influencer marketing is providing true ROI for agencies, and brands alike.