Influencer marketing works. It offers better ROI than other marketing techniques. But most of the brands fail to measure the outcome of influencer campaigns.
Brands use influencer marketing for varied reasons to achieve their goals. Brand awareness, getting sales, collecting leads, or getting more followers on social media, brands need to work on their goals before plunging into influencer marketing.
Product launches or event promotion, a strategy formulation is necessary before selecting relevant micro-influencers of your choice.
For instance, if you have an upcoming event, what is your goal to get influencers on board? Is it to :
- Build awareness around the event?
- Get people to register for the event?
- Sell tickets for the event?
- Get followers to your account and tell them about the event?
Once you have a clear goal in mind, you can go ahead with the hunt for micro-influencers.
Why micro-influencers for event promotion?
Micro-influencers and Nano-influencers are not celebrities. They have a limited but genuine fan following. The people who become micro-influencers are the stay-at-home mums, photographers, college students, dancers, singers. These are the people who are genuinely interested in their topics and follow their passion. They are more closely associated with real-life experiences and hence connect with their followers. Micro-influencers convince and influence their community with authentic brand endorsements. It is already proved that micro-influencers offer better engagement rates than macro-influencers or celebrities.
Getting micro-influencers to promote your event:
Finding micro-influencers relevant to event promotion is a daunting task. First, brands have to search the length and breadth of social media channels to select micro-influencers. Once done with the list, the brands have to verify the follower demographics. Many micro-influencers have fake followers, and segregating the genuine influencers is a challenge.
Try hiring the services of an influencer marketing platform:
For brands that find it challenging to search for micro-influencers, an influencer marketing platform helps. It is a mediator that connects brands to influencers. Brands can easily find micro-influencers in their niche and for various social media platforms. Also, another advantage is that the platform creates campaigns for brands complete with metric report submission.
How to calculate the impact of micro-influencers on your event promotion?
Once you have set your influencer marketing goals, content creation streamline. Another aspect is defining the budget. Though micro-influencers are less expensive to hire, keep a watch on the expenditure for content creation. Plan your content around event promotion that is genuine and does not look forced. Once the campaign is out, measure the results.
1. Increase in engagement rate:
It is best to hire micro-influencers to increase awareness around an event. It promotes in many ways such as:
- A short video explaining the event details.
- Event images on the influencer’s posts.
- Swipe-up link to the event page on stories.
- Blog post with a link to the event page.
Calculate the engagement rate by counting the likes, shares, comments, and new followers to the brand’s account.
The likes and shares show the interest among the followers to your event.
The comments show their curiosity about the event.
The increased follower count on your social media profile indicates the success of brand awareness.
These engagement metrics help brands to measure the micro-influencer impact on the event promotion. Also, brands have to identify the type of posts that got the maximum follower engagement. By carefully analyzing the post type and its engagement rate, brands determine posts that need boosting and improvement.
2. Tracking website links:
Create a separate event page on your website for people to register or purchase tickets for the event. Also, attach a lead generation form for people interested in participating in the event. Now, asking influencers to link your website or event page in their endorsement will not help you calculate the website traffic through them. Instead, generate a promo code or a separate link for your influencers and ask them to promote it on their social media accounts. This way, you count the traffic generated, specifically by the promotional links. The parameters to measure the impact of micro-influencers at your event page are:
Count the traffic coming to the event page of your website through the generated influencer link.
Measure the registrations on the lead generation form through the micro-influencer link.
Count the influencer promo code redemption.
These metrics give you the exact engagement rate of micro-influencers for your event. Micro-influencers have to repeatedly promote the link through various formats like posts, stories, reels, and blogs. A one-time promotion will not give results as expected. Influencer marketing is all about promoting the event repeatedly.
Why do event promotion by micro-influencers fail?
Influencer marketing needs time and effort from the start to the end. Marketers have to be involved from the time of goal creation to budget and influencer selection. Again, content creation, its deployment, and measuring the KPIs need constant monitoring. There is every probability that the influencer marketing campaign fails and does not give the required ROI if brands do not involve themselves in it. Here are some reasons why influencer marketing fails:
Selecting the incorrect influencers for brand promotion.
Not giving content liberty to influencers.
The followers cannot find the brand connect of influencers with event promotion.
The endorsement comes across as fake or forced.
Not strategizing campaign metrics to measure its impact.
The brands do not measure the campaigns effectively.
As we have mentioned earlier, brands need to be proactive in their influencer marketing campaigns. Another solution is to hire the services of a reliable influencer marketing platform. It is up to the brands to know their strengths and limitations and opt for the best. Remember, you have invested time, effort, and money in influencer marketing. So try to leverage its benefits to the largest.
In A Nutshell:
Calculating the impact of micro-influencers at your event is a consistent real-time effort. It takes time to know the results and to decide if it is a profitable investment. But in the end, it will be worth it.