How to you ensure your sponsored content isn’t a flash in the pan but will get sustained views over time?
This is one of the key mistakes made when brands plan influencer marketing campaigns.
It isn’t just about the results in a day, or a week, but how it holds up in the longer term that is going to win you awareness and grow your business.
So how do you achieve it?
You want to work with an influencer who is on the up and growing their follower base.
When people discover a new influencer they enjoy, they will often watch their previous content, so it’s a good way to keep boosting those viewing figures.
Look back at their last 10 videos, are their views increasing?
Monitor them for a month, at what rate is their follower or subscriber count growing?
Check specifically how the views for one of their previous videos is going, does it increase over the month or is it static?
How much content are they posting, do they have a regular publishing schedule which they are sticking to? In general, influencers who post more than once a week will grow fastest.
Once you have seen your sponsored content go live, don’t sit back and wait for the installs to roll in.
Instead, this is the time to push. Get your influencers to direct their followers on their other social media channels to your video in the subsequent days.
If they do another relevant video, get them to link your video in the description.
The content doesn’t die with publication, and neither does the work if you want to see the best return on your investment.
Build a strong relationship with your influencer to ensure they are willing to go this extra mile for you.
If you are seeing results, commission another video from the influencer asking them to acknowledge the previous one as well. Forming a partnership will not only deliver better numbers but help cement your working relationship.
For sustained results pick an influencer whose channel is growing and who will help you promote the content once it has gone live, this way you ensure more and more of your target customers see your sponsored content.
