It is a known fact that influencers can create great business opportunities for companies and brands. For instance, an influencer can position a brand in a good light and help it gain more visibility. On the other hand, when the association
between an influencer and a brand is not managed well, the same influencer actions can lead to a negative influence on a
brand. Any solid marketing strategy must focus on various techniques so that the objectives can be met, such as awareness campaigns or branding campaigns. While there are brands that opt for performance campaigns, there can also be performance campaigns conducted through influencers. The latter is called performance-based influencer marketing .
Heinfluencer marketinghas pros and cons. What are they?
Advantages of influencer marketing
Let’s first look at the positive aspects of working with influencers. As there are several benefits to be gained through this
way of working. There are countless medium and small companies as well as businesses that have collaborated with
Internet figures and have achieved great success.
- Aggressive advertising can be easily avoided: The reality is that influencer marketing is basically an advertisement, but with the advantage that it doesn’t look like a paid advertisement at all.
- Influencer marketing for results: Several studies have advertising database shown that working with influencers, when done properly, can boost a business’s sales.
- It can save time: Brands can save valuable time as they don’t have to think about developing their own social media content. Instead, influencers will prepare these posts, which their audience can relate to.
The cons of influencer marketing
There are also certain drawbacks to this form of marketing. Brands should be aware of these points as well.
- Companies need to track the performance of an influencer campaign: They need some additional tools to measure the outcome of their influencer marketing campaigns. principle of the random key methodPerformance-Based Influencer It is also important to track the effects of a campaign. Otherwise, there is a chance of repeating some activities without being aware of whether they will have an effect or not.
- Influencer marketing can take some time and effort to get up and running: A successful influencer campaign takes time, as well as effort to get up and running.
- Influencer marketing campaigns can backfire: While these types of campaigns can be great for your business, you can’t completely rule out the possibility that they won’t be successful campaigns. Your rivals may invest in a different channel, which can lead to more substantial results.
- Over-reliance on predictions : One of the main weaknesses of influencer marketing is that it relies on statistics to evaluate the performance of the action or project from the start. When the right tools are not available, it is not always possible to predict the performance of an influencer’s posts.
The most common KPIs in performance marketing
In relation to the previous point, we must clarify that there are different types of performance-based campaigns. Therefore, it is essential to report on KPIs or key performance indicators. They can also be called influencer marketing performance predictions.
Cost per click (CPC)
CPC is a measure of the exact amount an advertiser pays. Cost per click can be measured by a company. Dividing the total cost of a campaign by the total count of ad clicks for that campaign.
Pay per click (PPC)
Pay per click or PPC is a special digital advertising model in which the switzerland leads advertiser pays a fixed or auction-determined amount. It occurs when a user clicks on an ad to go to your website.
Impression share (CPM)
An impression occurs every time an individual sees your ad. It makes no difference whether they click on it or not. However, looking at the impression count generated by a campaign does not necessarily indicate success. This is because it does not indicate the number of people who thought your ad was effective.
