By Courtney Moser
Go big or go home.
There are many ways to execute an influencer marketing campaign, but for those looking to make a bang right from the start? This is how you want to do it.
Front loading your influencer marketing campaign means that the majority of your content goes live within the first day or two of the campaign. Then, the rest of the time is spent supporting that content – whether its blogs, YouTube videos, etc. – on social media. This is a popular strategy for many brands, because it allows for a controlled, quick content roll out within a short period of time. Then, simple social promotion follows the posts.
What are the benefits of front loading your campaign content? You make a lot of noise from the start. And, analyzing impact and ROI is straightforward, because you aren’t waiting for a second batch of blogs or follow up videos. You can begin tracking blog views and URL clicks immediately – with updated numbers based on continued social promotion, of course.
Cold Stone Creamery, for example, ran a front-loaded influencer marketing campaign for Mother’s Day. They asked participating influencers to each post one blog focused on their mom-centric #MyIceCreamMemories, while highlighting their Strawberry Splendor ice cream cake product. Blog content was posted during the week before Mother’s Day, and then influencers had to publish two to three social posts within 24 hours of their blog content going live.
The fast turnaround for blog posts and social posts in the Cold Stone campaign helped the brand make a bang right before the holiday. By ensuring that their campaign hashtag was used often during a short period of time, they upped their odds of trending on social channels and increased visibility and engagement.
“Largely thanks to the volume and interconnectedness of social media accounts, influencer campaigns can also earn almost 10 times the earned media value that paid media does,” Dan Sayer says in this article. “And this isn’t just a short-term achievement. These influencers’ brand endorsements stay online, continuing to influence consumers long after they’re penned.”
So, front-loaded or shorter influencer marketing campaigns aren’t missing out on long-term benefits: that content stays online. Although there isn’t continually new content for that brand, those endorsements and partnerships live on blogs and social channels – and in consumers’ minds.
What’s your influencer marketing campaign strategy? Which other brands are front loading their content and finding success? Share your thoughts below!