Influencer marketing: end-to-end management

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The first step in getting influencer marketing right is to get influencer management right.

Influencer marketing is maturing fast and becoming a more strategic part of many brands’ marketing toolkits. Like most other forms of digital marketing, influencer marketing is plagued by significant challenges, and needs to be actively and keenly managed if it is to contribute to brand growth and success.

While it doesn’t yet represent even 2% of total global marketing spend, investment in influencers – authentic voices with impact, in social media in particular – is increasing fast. So too is best practice in influencer management, measuring the performance metrics that matter, and getting the right clear commercial contracts in place.

HIGHLIGHTS

How to get influencer management right
How to measure the impact of influencer marketing
Areas to address in contracts between brands and influencers

// What we want to investigate and why

Objectives

In March 2020, Ebiquity brought together key advertisers, with some of the brightest and best minds in influencer marketing working in the U.K. today, for a half-day summit exploring the important issues related to end-to-end management of influencer marketing activities.

This short guide summarises the best practices discussed by the experts we gathered for our summit and which they generously shared with the progressive brands in the audience who came along to find out more. The insights summarised should be of benefit to brands already investing significantly in influencer marketing who want to do it better. They should also help all those who are considering or are at the start of the journey working with influencers and who seek to do it well from the star.

Insights based on best practices discussed by experts in the field
Consideration to make when starting to work with influencers

// What we've discovered and suggest

Findings

The arrival and exponential growth to scale of social media platforms were the vectors that propelled influencer marketing into the mainstream. Indeed today, more than three-quarters of all brands investing in influencer marketing use Instagram for influencer campaigns, almost half Facebook, and more than a third Twitter.

Like most other forms of digital marketing, influencer marketing is plagued by significant challenges, and needs to be actively and keenly managed if it is to contribute to brand growth and success.