What types of strategies can brands implement to boost content in an influencer marketing campaign?

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And as we have seen so far, the low or high performance of a publication depends on multiple factors for which there is no exact and winning formula so far. The truth is that experience allows us to identify some common elements in the contents that achieve better performance. Here are some of these “good practices”:

Cross-promotion : Both the brand and the influencers can promote the campaign content on their respective social media channels and other mediums. This helps in expanding the reach and reaching a wider audience.
Incentives and contests : Offering incentives and running contests in collaboration with influencers can increase audience engagement and generate interest in the campaign.
Long-term relationships : Building strong, long-term relationships with influencers can be beneficial for future collaborations. Maintaining open and transparent communication and providing fair and respectful treatment helps strengthen these relationships.
Evergreen content and recycling : Leveraging evergreen content created in collaboration with influencers can maximize your impact over time. This content can be recycled and adapted for use across different channels and times, extending its lifespan and increasing its reach.
The evolution of engagement: what is “dark social”?
Alongside its changing content formats and algorithms, Instagram has introduced a number of new tools designed to help creators engage more seamlessly with their communities.

These include paid subscriptions and distribution channels, which allow creators, from nano-influencers to celebrities, to offer exclusive content, open group chats and interact with their most loyal followers in real time.

Increasingly, conversations and engagement between KOLs and their communities are moving to these so-called “ Dark Social” channels , which also include channels such as DMs, Whatsapp or Messenger.

"What happens on dark social media is very important," says Christel Niquille, founder of digital marketing agency MUMS2GATHER and online community mumtobeparty.com.

"People take the time to answer their community's questions and offer advice. These conversations may not be visible in posts because they happen in DMs, but they consume a huge amount of time."

The problem for marketers is that engagement that takes place in dark social is difficult to track.

"Brands do not take sufficient account of the conversations and image that the collaboration (brand/influencer) will enable," comments Mathieu Bonafé of BTS Agence. "We prioritise creating conversations with the influencer. The brand must be a conversation starter, but not the heart of it."

Instagram remains a powerful platform for influencer marketing. But as new trends and technological advancements disrupt the social media landscape, tried-and-true strategies and metrics are being challenged.

To drive impactful campaigns, brands, agencies and creators must move with the times and develop new strategies accordingly.

Distribution channels: how to take advantage of them for your brand's marketing and advertising strategy?
First of all, Instagram broadcast channels represent a valuable tool to strengthen a brand's presence and promote its content on Instagram. These channels offer a direct communication channel between influencers and quality directors email database consumers , allowing companies to stay top of mind with their target audience in a more effective way. Through messages, short videos and other content, brands can convey their message in a more personalized and authentic way, building closer and more loyal relationships with their audience.

On the other hand, by maintaining a consistent presence on broadcast channels and offering relevant and valuable content, brands can build loyalty and trust among their audience. Followers who actively engage on these channels can feel more emotionally connected to the brand, which increases the likelihood that they will become loyal, long-term customers. Additionally, creating online communities of engaged and enthusiastic followers can foster a sense of belonging and community ownership, further strengthening the relationship between the brand and its audience.

Our recommendation is to use broadcast channels to share exclusive content with your most loyal followers, such as special promotions, news and unique messages.

Apply segmentation and personalization when sending direct messages through broadcast channels. By segmenting your audience and creating engaging and relevant content, you can maximize the impact of your communications, more effectively reaching different groups of followers with messages tailored to their individual interests and needs.

Influencer Marketing: Shall we take your strategy to the next level?
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