Benefits and Best Practices of Influencer Marketing Strategy

This guide outlines the benefits and best practices of a maturing influencer marketing strategy. It begins by stating that influencer marketing is evolving from its experimental phase into a more structured approach akin to traditional paid media. The document emphasizes the importance of tracking and monitoring influencer campaigns, noting that only 29% of such campaigns currently utilize trackable URLs for attribution. It advises marketers to shift from flat-fee payouts to value-based payouts to enhance performance. The guide also stresses the need for compliance with FTC regulations regarding influencer disclosures. Furthermore, it highlights the potential of influencer marketing to reach new audiences, with over 500,000 active influencers on Instagram, many of whom have substantial follower bases. The document discusses how influencer marketing can increase brand mindshare and connect with audiences in a more native manner. It concludes with recommendations for aligning marketing goals with influencer selection and avoiding common pitfalls in influencer partnerships.