Optimize your influence campaign by using influence platforms
Digital marketing, and especially influence marketing, has been at the heart of the issues since the expansion of the use of social networks. Brands use influencers to increase their market on the web. In order to achieve their goal, they need to find the influencer that will meet all their needs. Thus, using influencer platforms can be a smart way to make the choice through the panoply of influencers that fill the networks.
What do we need to know about "platforms of influence"?
A platform of influence is a tool that brings brands and influencers into contact. It also gives influencers the means to apply for campaigns advertised by influencing agencies. One of the advantages of this type of platform is the automated creation of an entire influence campaign and the direct link with the elected influencer. It is also possible to track and determine whether the return on investment has been positive or not.
One of the objectives of branding is to establish a close and long-term relationship with clients. Brands rely more on relationship marketing and influence marketing to reach consumers. Traditional advertising campaigns allow brands to sell, but not to build customer loyalty. Whereas nowadays, the goal is no longer to make passing sales, but to share aspirations and values that customers can trust. To achieve this goal, brands use influence campaigns, which are as many times more effective than traditional marketing.
Using social networks to achieve these ends works best when using an influencer to convey these values or recruiting them for product placement is more beneficial. The brand image is based on the opinions of consumers, which they will then share with their families and acquaintances and so on, so it is therefore essential to ensure that the image conveyed is flawless.
A platform of influence will allow brands to easily find the influencer who can represent them to the public. On the other hand, the automation of this task offers the opportunity to find the best influencers in each of their fields. The principle is sufficient to enter the necessary information into the platform and the platform acts as a mediator between the two parties. In other words, after a meticulous verification of the data, the tool takes care of putting the brand in contact with the most appropriate Key Opinion Leader according to the information provided.
The best way to use a platform
Influencers have been invading social networks for some time. It will therefore be necessary to be meticulous and not leave out any details during the research, so as not to make the mistake of working with an influencer who does not even work in the same sector as the brand for example.
Even if the influencer in question has millions of subscribers, if he or she is not professional and does not aspire to the same value as the advertiser, the collaboration will not be lucrative. Influencer platforms are credible, practical, the prices vary according to the budget available and you can be assisted by an expert.
In order to take full advantage of this tool, it is necessary to define an objective and the approach that one wishes to carry out. Which product or service to promote? B2B or B2C? On which social network? What type of influencer? Are among useful information for the tool to establish an in-depth research and find the famous Key Opinion Leader. To do so, the platform analyzes and filters the searches. The results will be directly displayed and the campaign can be published so that the brand receives adequate offers. Once the collaboration has been successful, an analytical balance sheet and a return on investment result can be obtained, again from the platform.
Influencer platforms and the brand's expected result
Choosing one influencer among hundreds of thousands or even more is not a given. Several elements that differentiate them must be taken into account, such as the number of subscribers, the rate of engagement, responsiveness, interactions with their community, the quality and relevance of their publication, and their personality in general.
With this in mind, the French platform Influspy offers the possibility to find the best influencers. One can refer to this tool to see, for example, campaigns orchestrated by the competition and discover new trends. Indeed, Influspy examines a hundred thousand stories every day, which will then make it possible to determine which are the most incongruous influencers and to put them directly in contact with the brands. In order to guarantee the success of each campaign, this tool has established a collaboration with renowned influencers who offer quality content.
The most important factor in using platforms of influencers is the proliferation of pseudo-influencers. Indeed, today we meet fake influencers who possess fake subscribers to appear real, they can then create fake content that could harm brands. It is necessary to be vigilant and to be well informed, but it can take a lot of time. This is why an influence platform allows a brand to find the ideal influencer for its projects in record time. In addition to the quality data provided, it also gives the possibility to consult the final balance sheet such as the ROI at the end of the campaign.