Have you already put thousands of euros into influencer collaborations but haven’t achieved the results you wanted? Does it feel difficult to know what would be the right way to collaborate with influencers? In the worst case, poorly managed collaborations bring harm instead of benefit to your brand.

The reason for failure can lie in many factors. You haven’t thought of influencer marketing as just a fun experiment, have you? You have created a strategy for your influencer marketing, right? Do you know what your goal is, what your target audience is like, and what kind of influencers they follow? Read from our checklist what you should consider before your next influencer collaboration.

Influencer Marketing Checklist

1) Goals

Every influencer collaboration should have one main goal derived from business strategy. Is it launching a new product and increasing its awareness, changing brand image, engaging customers, or perhaps increasing purchase intent or user numbers? Which of your products and services benefit from influencer marketing and how? Why do you generally want to do influencer marketing?

2) Target Audience

Customer segmentation can surely already be found in your marketing plan. But who do you specifically want to reach on social media through influencer collaboration? Is it a specific part of your marketing strategy’s target audience?

3) Social Media Channels and Content Types

Choose social media channels according to your defined target audiences and think about what kind of content best suits highlighting your products or services. For example, does video best reveal the user experience, or do images entice people to stop and look at your products? Also consider how the influencer’s personality and own experiences show in the content. The rule of thumb in influencer marketing is that sufficient space must be left for the influencer’s own perspective!

4) Suitable Influencers for Collaboration

When making influencer choices, the most important thing is to consider what kind of influencers your target audience follows. What kind of influencers best support your brand and the perceptions associated with it? What other criteria do you want to set for influencers (for example, content engagement percentage, reach)?

5) Measurability of Results

Set goals guide the selection of metrics, so consider how you will track the results of the collaboration. What are the key indicators that give you information about how well the collaboration works? If the goal is, for example, to make sales, think about how the purchase path is built and how you get sales data from the collaboration.

6) Budget and Resources

Budget can be approached either from the perspective of a one-time influencer campaign’s costs or by considering what would realistically be available for the entire year. Sometimes a larger sum should be divided evenly over the whole year, or a bigger one-time campaign should be implemented, for example, if you’re bringing a new product to market. Goals also guide budgeting.

In addition to the euro amount, influencer marketing requires working hours. So think about how you can implement influencer marketing? Do you search for influencers manually from social media yourself, or do you use a self-service platform? If your time is limited, the best option might be a professional influencer agency and implementing influencer marketing with a turnkey service.

7) Utilizing Influencer Content

Brands also compete with each other for influencers, as both influencers and brands maintain hygiene boundaries. So think for a moment about how your own channels look and whether collaboration with you is attractive? If your own social media channels are quiet, also consider how you could utilize content created by influencers to liven them up and thereby increase new influencers’ interest in your brand.

We offer help from planning to implementation

The most important thing in influencer marketing is that it’s connected as part of the marketing strategy. At best, influencer marketing has its own strategy, whose roots extend all the way to business strategy. Does that sound difficult? You don’t have to think about these things alone. From us, you get help creating an influencer marketing strategy together with you, as well as from campaign production planning to turnkey implementation.

Do you want to consider the right choices together with us? Book a time for free brainstorming!

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