How does an influencer marketing campaign work in Australia? How do I choose the right influencer for my campaign? What can I expect from my influencer campaign? Will it work for me? These are all really common questions that brands ask themselves before committing to an influencer marketing strategy and promoting their message on a platform with so much impact.
Social media is now at the centre of everyday life. From scrolling on reels and commenting on posts to watching influencer reviews, hauls, and unboxings, it has become a true staple of the modern generation and is becoming an increasingly targeted outlet for brands to promote their products on such a large scale. In Australia alone, it is estimated that roughly 87% of the population have at least one form of social media, with around 21 to 22 million active users each day. This, on a national level, is huge, and one of the main reasons as to why so many brands are integrating influencer marketing into their campaigns.
But before you decide to launch an influencer campaign in Australia, it is important to learn the basics. Sometimes, influencers don’t exactly work for every single brand. Finding the right alignment, product fit, and, of course, the right platform choice are vital to ensure the success of such a personalised campaign. Knowing your target audience and what they like to watch daily is a key part, which is why understanding influencer marketing is the true key to success.
So, if you need some guidance on how to take the right steps towards your next influencer marketing campaign, or if you are simply unsure of what it means, how it works, and what it could do for your brand messaging, our TalentCorp team has all of the information you need (and more) in this guide. Keep reading!
What Is Influencer Marketing?
Firstly, let’s answer the most important question: what exactly is influencer marketing? Influencer marketing is a focal point of content creation and product promotion. It’s when a brand chooses an influencer who aligns with their values and messaging to help promote their products in an authentic and personalised way that effectively connects with their target audience and encourages them to make a purchase. Sounds simple, right? Well, it can be. It’s all about connections, having the right objectives, and knowing exactly what you want to achieve from your campaign.
At first, influencer marketing may seem like a daunting and overwhelming experience. What the influencer says is what your audience is going to think, feel, and know about your products. Their raw reaction to your brand is going to set the tone and the atmosphere for how your audience perceives what you are trying to sell. This is why choosing the right influencer for your campaign is so important and why it can make or break the success and reputation of your business!
A successful campaign can truly elevate your brand to the next level. It is designed to increase awareness and exposure, and possibly reach newer audiences who have never heard of or seen your brand before. By using platforms like Instagram, TikTok, Snapchat, and Facebook to promote your brand, people will really catch a glimpse of what it is you stand for and why your product or service should be chosen above all else.
That is where the true power of an influencer marketing campaign comes from.
What Is the Difference Between UGC and Influencer Marketing?
When it comes to product promotion on a social media platform, there are two different types: User-Generated Content (UGC) and influencer marketing. Understanding the difference between these two will help you choose the right one for your brand.
The main difference between the two is where the content is posted and how it reaches your audience. In a UGC brand deal, usually short-form video content is posted on the page of the brand itself or through paid ads across Meta and TikTok platforms, whereas influencer marketing captures the attention of the influencer’s own personal following, appealing to audiences who may share similar interests or demographics that you are trying to target. This is what helps to build engagement, trust, and brand awareness.
Secondly, with UGC, the brand has full control over the brief, style, script, and pacing of the content. They decide what to push, what to leave out, and what gets posted. UGC has much more creative control over the narrative, whereas influencer marketing captures the raw, authentic reactions of the reviewer, and also allows them to use their own voice and aesthetic in their videos.
The main thing to note is that for both UGC and influencer marketing, brands pay these influencers to promote their products on a social media site. That stays consistent between both. However, UGC posts influencer content on their own brand pages, whereas influencer marketing relies on the scope and the scale of influencer following in order to really expand the reach and leave an impact on the audience.
What Are the Keys to a Successful Influencer Marketing Campaign?
In order to leave a true impact on your audience and convey your brand message in a powerful and effective way, there are multiple factors that you need to consider prior to launching your influencer marketing campaign.
Clearly Mark Your Objectives
This is one of the first steps to launching a successful influencer marketing campaign. Identifying and establishing your brand goals and objectives in the early stages of planning will ultimately help you find the right influencer and the right direction for your campaign. Knowing your objectives will also help to prevent a wasted budget and guide strategic decisions that will actually leave an impact on your audience rather than just striving for vanity metrics.
Align Your Brand Message with Influencer Values
Aligning your brand message with the values and aesthetic of your chosen influencer is one of the most important steps to take in the influencer marketing process. This is what will really portray your products and services in a positive light and depict your brand in a way that is relatable and relevant to your target audience. Choosing the right influencer is also crucial for maintaining a strong and positive reputation in a highly competitive marketplace.
At TalentCorp, our team of professional media buyers and planners will be able to connect you with the right voice, right tone, and right influencer for your brand.
Use Multiple Channels to Broaden Reach
Social media is a powerful tool to use when it comes to a marketing campaign. By showcasing your content across multiple platforms like Instagram, TikTok, Facebook, and even YouTube, you will be able to increase the depth, reach, and overall exposure of your campaign and really appeal to audiences across a variety of different channels. Repurposing influencer-generated content (IGC) across multiple touchpoints, email marketing, and even landing pages is also a great way to elevate the scope and scale of your campaign, and broaden your reach amongst a larger audience.
How Can You Track an Influencer Marketing Campaign?
Like with every other marketing campaign, tracking the performance and progression of your campaign is the key to monitoring whether the strategy you decided to use is working for you. It also allows marketers and your brand to really see where there could be room for improvement, what amendments could be made to elevate your messaging even further, and how you could change the scope of your campaign to make it resonate more with your audience.
Maintaining consistent communication with your chosen influencer is vital. Briefing them once on what you want them to do and what you want to achieve is not always enough, and this can lead to a failed campaign. By constantly updating them and sharing your thoughts and insights on how they can improve in terms of pushing content on their social page, your campaign will have a more powerful impact and really drive that engagement and brand awareness that you are looking for.
To successfully track an influencer campaign, there are multiple things to look out for:
- Brand awareness through impressions, video views, clicks, total reach, and Cost Per Mille (CPM)
- Engagement metrics like likes, comments, shares, reposts, saves, and the overall engagement rates of your content
- Traffic and consideration via Click-Through Rates (CTR), bounce rates, and average session durations
Tracking the performance and monitoring these key metrics will allow you to see how your campaign is progressing and whether your influencer strategy is truly working amongst your target audience and their following. At TalentCorp, our team will constantly track and update you on how your campaign is performing and discuss whether improvements or amendments could further amplify your messaging across your chosen social media channels.
Choose TalentCorp for Your Next Influencer Marketing Campaign
Choosing the right agency for your influencer marketing campaign is the ultimate key to success and will truly amplify your brand in a highly competitive market. At TalentCorp, our team of expert media buyers and planners will be able to connect you with the right voice for your brand message. As an independent media and marketing agency that thrives on helping brands and businesses across Australia succeed and reach their full potential, our team will pair you with the talent that will leave an impact on your audience and lead to meaningful results.
If you are ready to launch your next influencer marketing campaign in Australia and you want to find a reputable agency that will take the time to align with your business decisions, goals, and objectives, look no further than our team at TalentCorp. Contact us today via our client information page on our website, or call us on 1300 182 536.