Influencer Marketing: Understanding Everything About Influencer Relationship Management (IRM)
Posted: Tue Jan 21, 2025 6:10 am
It's no secret that influencer marketing has become more important than ever for professionals in all sectors of activity. With an estimated value of 15 billion dollars by 2022, this lever of performance is becoming more professional, more structured and has entered a real phase of maturity for several months now. In this dynamic of strong growth, many brands want to control all aspects of their influencer marketing campaigns. Starting with the management of their relationships with the influencers they activate in order to gain in efficiency, proximity and trust. This is the key point that we will study and break down with you in this article.
What is Influencer Relationship Management (IRM)?
We started talking about it above, and now it's time to dive into the subject to understand this essential strategy of influencer marketing. By definition, Influencer Relationship Management (IRM) corresponds in Spanish to the management of relationships with influencers. It is already a fact and the figures prove it, Influencer Marketing has become, over the months, an essential strategy for brands since 90% of professionals consider it effective. But for brand campaigns and collaborations with KOLs (Key Opinion Leaders) to really achieve the objectives defined in advance, it is essential to position content creators as true strategic partners . This is where your relationship with them and the links with influencers come into play.
In the same way that Customer Relationship Management (also called CRM) focuses risk managers email database on customers, Influencer Relationship Management focuses on influencers and your greater knowledge of the profiles you want to activate . A kind of influencer CRM, then. It should also be noted that IRM is mobile and can be constantly improved and reinforced to allow you to create a real relationship of trust with KOLs. This is made possible by technological influencer marketing solutions such as Kolsquare , but we will return to this point later in this article.
As we all know, the time has come to internalise influencer marketing . In fact, in recent months, 77% of companies have chosen to internalise this strategic lever, while the remaining 23% have preferred to turn to agencies . Numerous positions and divisions dedicated to influencer marketing have been created in all companies to give brands full control over their influencer campaigns (from identifying KOLs, to measuring campaign results, to managing relationships with influencers). In Europe alone , there are already more than 2,700 job offers dedicated to influencer marketing and the management of all its aspects internally . “Senior Influencer Marketing Specialists” and “Influencer Managers” have made their grand entrance into the recruitment landscape to enable professionals to make Influencer Marketing a complete, transversal and sustainable area within each organisation.
In order to develop an effective and sustainable influencer relationship management strategy, there are certain key points to consider. These points will allow you to implement strategic actions to achieve the objectives of your Influencer Marketing campaigns.
What is Influencer Relationship Management (IRM)?
We started talking about it above, and now it's time to dive into the subject to understand this essential strategy of influencer marketing. By definition, Influencer Relationship Management (IRM) corresponds in Spanish to the management of relationships with influencers. It is already a fact and the figures prove it, Influencer Marketing has become, over the months, an essential strategy for brands since 90% of professionals consider it effective. But for brand campaigns and collaborations with KOLs (Key Opinion Leaders) to really achieve the objectives defined in advance, it is essential to position content creators as true strategic partners . This is where your relationship with them and the links with influencers come into play.
In the same way that Customer Relationship Management (also called CRM) focuses risk managers email database on customers, Influencer Relationship Management focuses on influencers and your greater knowledge of the profiles you want to activate . A kind of influencer CRM, then. It should also be noted that IRM is mobile and can be constantly improved and reinforced to allow you to create a real relationship of trust with KOLs. This is made possible by technological influencer marketing solutions such as Kolsquare , but we will return to this point later in this article.
As we all know, the time has come to internalise influencer marketing . In fact, in recent months, 77% of companies have chosen to internalise this strategic lever, while the remaining 23% have preferred to turn to agencies . Numerous positions and divisions dedicated to influencer marketing have been created in all companies to give brands full control over their influencer campaigns (from identifying KOLs, to measuring campaign results, to managing relationships with influencers). In Europe alone , there are already more than 2,700 job offers dedicated to influencer marketing and the management of all its aspects internally . “Senior Influencer Marketing Specialists” and “Influencer Managers” have made their grand entrance into the recruitment landscape to enable professionals to make Influencer Marketing a complete, transversal and sustainable area within each organisation.
In order to develop an effective and sustainable influencer relationship management strategy, there are certain key points to consider. These points will allow you to implement strategic actions to achieve the objectives of your Influencer Marketing campaigns.