What happens when a campaign doesn’t meet expectations?
When a campaign fails to meet expected benchmarks, this is typically a result of one of a few things:
The most common culprit of underperforming campaigns is a lack of budget necessary to book quality influencers at a large enough volume to achieve a high return on investment.
Lack of Strategy
We see plenty of people try a generic strategy or one-size-fits-all approach that doesn’t translate to the product being marketed. Planning and strategizing your influencer approach is essential to seeing results.
Too Much Client Control Over Creative
Overly strict creative briefs and scripts may seem like good ways to ensure all brand talking points are hit, but they can easily hinder an influencer’s creativity and ability to make branded content come across naturally.
Industry standards are always shifting, which is why we are constantly keeping a pulse on major changes and adjusting benchmarks accordingly, but it’s easy to measure against outdated or irrelevant benchmarks. We also see brands—especially those focused primarily on sales metrics—fail to consider variables like product pricing, influencer content messaging, website UX, and other factors that can have an impact on conversions.
Work with a company like The Digital Dept. and we’ll make sure you are setting yourself up for success, not failure. We can guide you through budgeting, strategy, benchmarks, and everything in between to make your influencer programs a hit.