Your social media influencer misses the mark on brand promotion. How do you salvage the marketing campaign?

It is crucial to assess promotional activities, particularly the role of influencers. Before creating an outline, it’s essential to clearly understand the brand’s objectives for the promotion. Once the promotion is launched, the audience's response becomes pivotal. To maximize its impact, factors such as timing, content, personality, brand value, and brand image must resonate with a broader audience.

Assessing campaign impact identifies issues from misaligned influencer promotion, enabling data-driven decisions for targeted strategy adjustments, resource reallocation, and effective damage control. Prompt damage control prevents negative message amplification, maintains customer trust, and protects brand reputation - a brand's most valuable asset. It can turn crises into opportunities, showcasing accountability and customer satisfaction, and setting brands apart from competitors.

It's essential to asset impact in multiple ways beyond the metrics mentioned already. Shares, likes, or comments can only tell you one part of the story. If you spend 10k on a partnership and only get 1000 engagements but still get 50 end conversions or an increase in word of mouth that trickles down to more loyal users, it's not a failure. It's a partnership that can grow even more.

Relook the Creative: Sometimes the reason why the promotion will fail is the quality of the creative. The creative in itself should be able to compel the audience to like share or comment.

If an influencer misses the mark, act fast to turn it around. Reframe the situation with a creative follow-up post that addresses the slip and clearly states your brand’s message. Collaborate with the influencer to craft new content that aligns better with your goals. Boost this corrected message through your own channels and additional influencers if needed. Engage directly with your audience using polls or interactive posts to involve them and clarify the message. Finally, refine your influencer strategy to ensure better alignment in future campaigns.

Si tu influencer no está cumpliendo con la promoción de tu marca, es momento de realinear los objetivos. Revisa las metas originales de la campaña y ajusta el enfoque según los resultados obtenidos. Colabora con el influencer para crear contenido más alineado con la nueva dirección, asegurándote de que el mensaje llegue de forma clara y efectiva a tu audiencia. La realineación no es un retroceso, sino una estrategia para asegurar que la campaña siga siendo relevante y exitosa.

Salvaging the campaign begins with realigning the goals. Take another look at the goals you set and determine where the misalignment happened along the process. Contact the influencer and make sure that your brand's message and expectations are explained clearly. Possibly, you can change your campaign strategy to emphasize content that speaks more directly to your goals. A realignment can set it back on track, ensuring that your campaign is received in the most optimal manner by your target audience and that it yields the desired results.

After a campaign misstep, it's crucial to reassess your goals and influencer alignment. Reevaluate whether the campaign's messaging truly resonated with your brand identity. Analyze if the influencer's audience accurately reflects your target demographic. Use this opportunity to refine your targeting and ensure future collaborations better represent your brand and resonate with your desired customer base.

O ideal é que o influenciador seja próximo do seu público e transmita a essência da marca. Foque nos pontos em comum com o seu público para que haja conexão. Já que a primeira abordagem não teve o retorno esperado, faça uma abordagem diferente. Avalie o que o seu público espera de você.

If the content itself is the issue, consider repurposing or reformatting it. For example, you can segment the content into smaller, more digestible pieces or redirect it to a different platform where the audience might be more receptive.

Cuando una campaña de influencer no da los resultados esperados, involucrar a la audiencia puede ser la clave para salvarla. Usa encuestas, preguntas o contenido interactivo para conocer mejor las expectativas y preferencias de tu público. Al involucrar a tu audiencia, puedes ajustar el mensaje y el contenido de la campaña para que resuene mejor con ellos. Esto no solo fortalece la conexión con tu marca, sino que también aumenta la probabilidad de alcanzar los objetivos de la campaña.

After reassessing the situation and readjustment of campaign goals, engage your audience in an active way to have as little damage as possible through the misfired influencer campaign. Address any kind of concern transparently by clearly telling people what is and isn't. Use your channels to reinforce the right brand message and encourage positive interaction. By engaging your target audience proactively, you will be able to rebuild broken trust, clarify misunderstandings, and redirect the momentum of the campaign positively.

Direct engagement with your audience is crucial after an influencer campaign misstep. Address concerns openly on social media, providing transparency and demonstrating your commitment to customer feedback. Encourage dialogue by asking for opinions and showing you value their input. This proactive approach rebuilds trust and reinforces your brand's commitment to its community.

Os canais digitais possibilitam que o seu público seja ativo. Reforce esse poder com eles e os incentive a interagir entregando oferecendo opções para escolherem. Destaque a importância do seu público e mostre o quanto sua marca se importa com eles. Trabalhe a ideia de que seus clientes são especiais, ofereça algo exclusivo.

A succesful influencer's campaign means engagement of your business through the influencer with the right audience. For that, chosing a right influencer with a right kind of followers and reach is mandatory. Just for the sake of doing an influencer's campaign, and without an audience base study; it's wise to be away from doing such activity. Having an indepth understanding of the influencer's activities, audience reach, followers, kind of activities the influencer can really influence with the audience, all these will decide the success or failure of your campaign.

Para retomar o controle do direcionamento da campanha, mudar o tipo de abordagem é essencial. Você está no controle, refine a mensagem explicando o porquê ainda não pode atender tal público, mas que em breve poderá fazê-lo. Peça ajuda pra atingir o público esperado, agradeça pelo engajamento e conquiste novos fãs para sua marca.

Si tu campaña de influencer no está funcionando, modificar el contenido puede hacer la diferencia. Analiza qué aspectos del contenido no están resonando con la audiencia y realiza los ajustes necesarios. Esto puede incluir cambiar el tono, el formato, o los mensajes clave para alinearlos mejor con los intereses y expectativas de tu público. Colaborar con el influencer para crear un contenido renovado y más efectivo puede revitalizar la campaña y ayudar a cumplir los objetivos de marca.

To salvage a struggling campaign, collaborate with the influencer to modify content. Align messaging, tone, and visuals with your brand identity. Don't hesitate to pause the campaign for necessary adjustments. This demonstrates your commitment to quality and responsiveness. By taking control of the situation, you can salvage the campaign and protect your brand reputation.

There are times where a pause is necessary. This allows you to work with the influencer to make changes based on their audiences response or lack there of.

Aprenda com os erros. Houve algum motivo para a escolha do influenciador. Ele ainda pode ajudar na conexão com o público? Em caso negativo em uma próxima campanha avalie a escolha de um novo influenciador. Pode ser apenas uma questão de tipos e abordagem. Lembre-se que aquilo que é real conecta e aquilo que transmite algo falso desconecta.

Turn a failed influencer campaign into a learning opportunity. Foster open communication with the influencer to understand what went wrong. Use this feedback to refine your influencer selection criteria and campaign parameters. By turning challenges into growth opportunities, you strengthen future partnerships and improve overall campaign performance.

You learn so much from lackluster performance of a campaign. Usually, you learn why preparation is so important. Setting the stage with the influencer and telling them the clear goal is key.

Si la campaña de influencer no está logrando el impacto esperado, es crucial fortalecer las alianzas. Trabaja de cerca con el influencer para mejorar la comunicación y asegurarte de que ambos compartan una visión clara de los objetivos. Considera renegociar términos o explorar nuevas ideas juntos para revitalizar la campaña. Al fortalecer esta colaboración, puedes mejorar la alineación entre la marca y el influencer, lo que puede traducirse en un contenido más auténtico y efectivo, y en una campaña más exitosa.

Progress card is imperative in any kind of activity, and it's no different in an influencer's campaign too. A thorough assessment and monitoring on engagement rates, conversion rates are a must in any influencer's campaign. At the end, if the campaign doesn't bring desired reach and results, then doing the activity is not advisable. Hence put your digital team on an analysis mode and get the assessment tools ready to capture the KPIs of such campaigns to say if the campaign is successful or not.

I think it's best to either create the outline of the advertising campaigns before you get the content or be early on in the process in order to be able to adapt very quickly. They might have missed the mark, but what if it's better than the intended original? Sometimes the influencer missing the mark is not the end of the world and it is up to us as marketers to use that content and translate the key angle/message across the entire strategy.