What is a good/relevant creator and how to evaluate a concluded campaign

Here is a small guide on how to find good and relevant creators that align with your brand, as well as what makes a good influencer and how to evaluate a concluded campaign.

To find good and relevant creators and understand what makes a good influencer, it's essential to consider different factors based on your company's specific needs and goals. Here are three main categories to consider:

1. Desire to use content on your own media

If your company's primary aim is to use influencer marketing to leverage content for your own platforms like Instagram, website, Google ads, etc., the criteria for selecting creators will differ from those seeking brand awareness or sales.

For this purpose, start by determining the age group you want the creator to represent. Next, find a creator whose style aligns with your brand. Using the "interests" filter can help you locate creators who are in the right age group and genuinely interested in promoting your brand, ensuring their content fits well with their profile.

Review each creator's content to see if your company can identify with their profile and if they create content that you like. The origin of the creator's followers or the gender of their audience might not be significant if your main focus is to use their content on your own media.

2. Brand awareness:

If your company's goal is to create brand awareness, it involves a combination of the above factors, along with finding creators whose audience matches your desired target group in specific countries.

Look for creators whose content resonates with your brand and whose followers represent your target audience. Filter based on the desired age group, whether your products cater more to men or women, specific cities, and the interests of the followers.

Once you have set up these criteria and start searching for creators, you will be shown creators who best match your requirements. Afterward, you need to evaluate both the demographics and content. Does the creator match the demographic criteria, and does their content align well with your brand?

If your company is primarily focused on creating brand awareness and getting your name out there, consider creators with a substantial following. While the platform may primarily consist of micro-influencers, using multiple micro-influencers who meet your criteria in a campaign can still lead to exposure to a significant number of people. These smaller profiles can make a considerable impact.

3. Sales:

Ultimately, most companies are interested in generating sales through influencer marketing. However, many make the mistake of investing heavily in a large influencer for just one story, expecting significant sales immediately. In reality, it often takes repeated exposure to create sales.

To drive sales effectively, it's important to choose creators who genuinely align with your brand and can see themselves using your products. Consistent exposure from the same creator is vital for building credibility and brand recall among their followers.

Therefore, finding creators who match your brand and are genuinely interested in your products, leading to authentic recommendations, is crucial. With the right creators, consistent exposure, and persistence, influencer marketing can yield successful sales outcomes.

Sales, therefore, depend on both the above points + persistence. When you find this, we have no doubt that there will be plenty of sales through influencer marketing.

Therefore, a good creator is one that matches your criteria, has followers with similar interests in the category your company operates in, and creates content that YOU like.

You can also assess whether an influencer is good after a concluded campaign. Ask yourself the following questions:

1. Has the communication been good? (Have they responded to the messages you sent)
2. Did the creator post before the deadline?
3. Did the creator follow your campaign brief?
4. How was the quality of the creator's content? Is it usable?
5. Was there good engagement on the content the creator posted?
6. Lastly, is this a creator you would like to collaborate with again?

This leads us smoothly to the next topic: What makes a good campaign?

Once you have invited the creators whom you believe would be relevant to your team, the next step is to set up a campaign for them to participate in once they accept your invitation.

To learn how to set up a campaign, you can refer to the "Create first campaign" section.

A good campaign is one that is clear and concise, with guidelines to avoid confusion for all parties involved. This way, you will receive the content you expect and desire.

The first step in creating a good campaign is to have a focus. What do YOU want the campaign to highlight? Do you want to focus on bestsellers, a specific product, app downloads, summer sales, etc.?

Once the focus is determined, you need to be descriptive. In the campaign brief, strike a balance between setting criteria that each creator must fulfill while avoiding overwhelming them with excessive information. It can be confusing if you mention in the brief that you together will decide which product(s) they will receive, as this may take time, and they might come across something not offered in this campaign. Hence, the key here is to be concise and straightforward.

Questions to address in the campaign brief include:

• What do you want to focus on in this campaign?
• What products/items can the creator expect to receive in this campaign? (If there's a choice between several products, specify which ones they are.)
• Are there any specific things you want the creator to say, show, or do in their content?
• Are there any elements you definitely do not want to see or hear in their content?
• What would you particularly like to see (any form of inspiration)?

When writing your campaign brief, remember that when a creator clicks "join campaign," they accept everything mentioned in the campaign as a "contract" between your company and each individual creator. So, make sure to include all the details you would include in a contract without making it too dull. Using emojis can be a good idea to add some spice to an otherwise plain text! 😉
 

In the assignment brief, direct the creator towards your desired direction. Again, if there is something specific you want to see in their post, mention it. Let them know what you want to see on their real/TikTok content so that you have influence over the content you will receive.

The above should ideally provide the framework for a good campaign.

The next question is: How do you measure if a campaign has been successful?

Determining whether a campaign has been successful varies from one company to another, as different businesses have different objectives. However, there are certain criteria that apply universally, such as:

1. Have all creators posted?
2. Have all creators followed the campaign brief?

After the campaign has concluded, it is crucial to first ensure that all creators have made their posts. Additionally, evaluate the content that has been submitted. Have all the creators followed your campaign brief and posted the content as you desired?

If there are creators who haven't adhered to the campaign brief, for instance, if they posted unboxing content when you explicitly stated in the brief that you do not wish to receive such content, you can reach out to the creator and let them know that they did not follow the brief and request them to post something else according to the guidelines.

Once you have addressed these points, you can then assess whether the campaign has achieved the desired reach. You can find this information by accessing the campaign page, where it will be one of the first metrics presented.

Analyzing the reach and engagement metrics is crucial to understanding how well the campaign performed in terms of exposure and audience interaction. You should examine the number of impressions, likes, comments and shares to gauge the overall impact of the campaign.

Furthermore, it is vital to compare the campaign's results against the initial goals and objectives you set before starting the campaign. Did the campaign achieve the expected brand awareness or other specific targets you aimed for?

Ultimately, evaluating the success of a campaign goes beyond mere numbers. It also involves assessing the quality of the content, the alignment with your brand, and the overall response from the audience.

It is challenging for us to tell you what a good reach is since it depends on the number of participants in the campaign, the size of individual profiles, and the amount of content they have posted.

To assess reach, you can check the normal number of followers or views a creator typically receives, aggregate these figures, and then compare them with the campaign results to see if the campaign achieved the expected reach.

Afterward, you can evaluate whether, for the next campaign, you need to consider a different type of creators, be more precise in your campaign brief, have more or fewer participants, seek a different form of content, send more products, increase compensation, etc. You can always schedule a meeting with your designated Influencer Marketing Specialist to evaluate campaigns and receive tips and tricks for future campaigns.