The Campaign Process: Step By Step

Many people are surprised by the amount of work that goes into a paid collaboration with an influencer on Instagram. As a marketer, it can be difficult to know what you need to think about, in which order you should do what, and how the whole campaign process should go. 

Therefore, we have put together a summary on how you should run an influencer marketing campaign step by step.

1️⃣ Planning & preparation

Here, the target group, strategy, budget distribution and the campaign's message are determined. This step sets the foundation on which all other actions are dependent, so make sure to be thorough in your planning phase.

2️⃣ Write brief to influencers

When writing a brief, it is important to make sure that you convey the campaign's message and what kind of content you want the influencers to produce in an easy, yet informative, way.

3️⃣ Identify the right influencers

Find the right influencers who have the right target audience and who have good historical data.

4️⃣ Determine the influencer's fee and invite

Set the fee you can pay the influencer and write an invitation email including an offer that is a bit lower than that fee in order to leave room for negotiation. 

5️⃣ Reply to emails & decide who should join

If you have a clear and good brief, hopefully most influencers will accept the campaign immediately. However, there will most likely be a lot of questions and negotiation with some of the influencers. Take your time to compare the influencers and optimize the lineup in order to get the best influencers for your brand given the budget. NOTE! Keep your objective in mind when choosing your influencers – do not onboard a profile that is great at driving traffic if your goal is to raise awareness.

(6️⃣ Send out product / give access to service)

This step is not included in all campaigns, but if it is, make sure to prepare for it in the planning phase. Do you want to hand out discount codes so that the influencers can order the product themselves or are you going to ship it to them?

Regardless of your approach, make sure to add an extra week of preparation to the campaign period to leave room for any unforeseen delays or processing time.

7️⃣ Approve content 

Review all the content the influencers create before they publish it. This way you can check that they follow the brief's instructions and protect your brand safety. NOTE! Try not to be nit-picky on things like sentence constructions or wording – it is important that the influencer is allowed to express themselves in a way that suits them and their followers.

8️⃣ Monitor the publications when they go live

No matter how clear the instructions have been to the influencer, things can still go wrong once the content goes live. Maybe they use the wrong hashtag, forget to mark it as a paid collaboration or have included the wrong link in their bio. It is crucial that you are ready when they publish so that you can give feedback straight away.

9️⃣ Collect statistics from the influencer

24 hours after a story and about 2 weeks after a post has been published it is wise to collect the statistics. Here you want to access data on unique reach, impressions and the number of saved, comments and likes as well as interactions on stories.

1️⃣0️⃣ Collect other statistics

Did your IG account increase in followers during the time of the campaign? Can you see a difference in sales? Website visits? Sales via discount codes? Make sure to gather as much data as possible!

1️⃣1️⃣ Analysis

Follow up your KPIs, analyze the results, create a report and draw learnings for future campaigns.

And most importantly: don't let yourself be discouraged by the many, and in some cases demanding, steps of an influencer marketing campaign. Make sure to have fun along the way, and it will shine through in your results!