As an industry, we are naturally concerned with the effectiveness and efficiency of our campaigns. While this is understandable given our desire to deliver superior business results, the reality is that short-term success is impeding our path to long-term, global success. The majority of marketers, including agencies, take this results-driven approach, which is why their campaigns fail.
For instance, if you run a campaign with Influencer A and achieve your target of 100 sales, your initial reaction is positive. It is certain you’ll use Influencer A again and continue to earn 1.5x my target. You’ve developed a long-term relationship with Influencer A and consistently exceeding your target.
Does this sound familiar?
However, because we prioritized these immediate results, your brand is now reliant on Influencer A to continue performing in order to achieve your objectives. Because you’ve demonstrated your ability to exceed the 1.5x target, the target has been increased to 150 sales. Suddenly, your previous success becomes a benchmark, and you need to scale, but you’re unsure how without costlyly trialing another 25 influencers in search of another high-performer.
Long-term influencer marketing success
Long-term success is only possible when we look beyond the immediate results and dig deeper into the influencer post. In comparison to traditional advertising, influencer marketing is about human-to-human connection, which adds over 1,000 variables to the equation. Performance can vary depending on factors such as how the story was told, when the collaboration was announced, and how many values they share with the brand.
All of these are non-controllable human elements that can only be pre-selected and encouraged through briefings.
If you only consider the immediate results, none of these factors are taken into account. You have no idea why your post performed so well, and thus have no way of replicating or scaling that success. By looking beyond the influencer and instead at the factors that contributed to their success, you can increase the longevity of your influencer marketing efforts.
Behavioral science is key
Influencers bring a human element to marketing that other channels have been unable to achieve. These are online communities comprised of people who share common interests and are thus connected on a personal level. To truly add value and become a part of these communities, you must also get personal. You must take into account the behavioral science that underpins your campaigns.
Only by comprehending the ‘why’ behind each post will you be able to effectively replicate this success. This is referred to as the flywheel approach, in which an analysis of each campaign through a behavioral science lens results in a more effective strategy for each subsequent campaign.
For instance, in recent campaigns, we’ve noticed certain patterns that correlate with ROI. We analyzed the highest-performing influencer and discovered she used humor and storytelling to convey her experience with the product to the audience. She has gone beyond simply stating that she uses it. By being candid about her personal struggles, including her periods, family, and weight, she made herself vulnerable in front of the audience. This resulted in a strong connection built on trust and a 22.5x return on investment.
Finding the right influencers
However, how do you identify influencers who perform in this manner? As a result of behavioral science, we know that one of the most effective ways to connect with your audience is through laughter. As a result, we can create briefs and context that encourage the inclusion of laughter on influencer pages that already include it. For instance, by collaborating with influencers, you can naturally encourage them to engage in genuine conversation and, by extension, genuine laughter.
Understanding the behavioral science behind your influencer videos will help you improve future brand collaboration selection, briefing, and analysis. You can truly understand why a post performed well and scale its success.