#3 - Follow the Proof, Not the Trends
Influencer marketing trends are plentiful and evolving. While it’s tempting to adopt them, Jyl Johnson Pattee, founder and CEO of Forward Influence, wants brands to double-down on the influencer marketing tactics that have been proven to work. Not every trend or tactic works for every industry, audience, or goal.
Getting tempted by influencer marketing trends is easy. But to drive huge ROI, define success up front and create activations that will best deliver on your goals. This may require choosing proven over trendy tactics.
If clicks equal success, adding a paid social campaign component on top of the PR tactic is a surefire way to drive quantifiable results.
If native content equals success, consider a blog or social content campaign that requires influencers to feature the brand’s products in the posts. Ensure the brand has distribution rights and encourage them to share, promote, and otherwise drive eyeballs to the third-party content, crediting the author.
If engagement equals success, enlist influencers with high engagement and have them do their thing, using your brand’s content and messaging to drive comments, likes, views, and shares.
Whatever tactic you choose, staying focused on what will actually drive success is the best way to reach it.