Moa started as our marketing intern in March and (unfortunately for us) her internship with us is soon coming to an end. Before she started at Massfluencer, her experience with influencer marketing was mainly limited to a user/consumer point of view, which is why we were super interested to hear her initial thoughts on the business/agency perspective. What surprised her the most about influencer campaigns, and what couldn’t she believe goes on behind the scenes?

Read her main takeaways here:

📝 The importance of a proper brief

The influencer brief, or the campaign instructions, is what lays the foundation for a successful campaign. The brief should be informative enough to give the influencers a clear idea of the kind of content we are looking for, whilst leaving room for creative freedom and personal touch. After all, the goal is that everything feels reel and authentic and, of course, blends nicely into the profile’s feed.  

🏋️‍♂️ The amount of work that goes into an influencer collaboration

An influencer campaign or collaboration requires so much more time and work than I could have ever guessed. The whole process takes on average four weeks – starting from finding the most suitable profiles to following up on the campaign performance data. And let’s not forget about the 20-something steps in-between that, like cross-checking all content with the brief and the client before publication.

❤️ How concerned the influencers are with their followers’ opinions

One thing that came as a positive surprise to me is how most influencers are incredibly concerned with their followers, and only like to do collaborations with brands/products that they genuinely like and recommend. This becomes a win-win situation for both parties – the followers get a more personal connection with the influencer, and therefore engage more with their content and buy into what they are promoting.

🤳 How social media platforms are constantly evolving and the importance of keeping up

Instagram, as an example, has for many years been the platform for sharing still pictures but is now betting heavily on video content. We can see a notable difference in the statistics of profiles who have jumped on the trend of creating Instagram Reels versus the ones who still only share images. For example, we have seen cases where large influencers who have previously always delivered great results in terms of reach and engagement suddenly ”disappear in the feed”, just because they haven’t done any Reels. It is just not us as an agency that has to keep up with the trends on social media  – the influencers also have to adapt their content and keep up with the trends in order to stay relevant in the constantly evolving social media landscape

👥 How the number of followers actually doesn’t matter

The engagement from an influencer's followers significantly outweighs the size of their account. A large account with a lot of inactive followers generates a low engagement and poor results.