Influencer marketing is disrupting the way brands reach their target audience and more and more companies are starting to realise the potential of this booming marketing channel. Some companies are extra successful and have managed to make influencer marketing an integrated, and crucial, part of their media mix.

Traits of successful influencer marketing brands

So, why do some companies struggle while others succeed with their influencer marketing? In this article, we highlight five of the things that these influencer marketing brands have in common, and why it makes them so successful.

1. They have an elaborate strategy in place, right from the start

Defining a clear strategy for your influencer marketing from the beginning is equally important as for all your other marketing investments. Still, this critical step is many times overlooked in the quest to achieve quick results. An elaborate strategy gives you an overview of your investment and your desired results, which can reduce potential skepticism internally and help you work methodically towards your marketing goals. By setting relevant KPIs and defining your target audience properly, you will also be much more likely to see long-term results compared to if you “try a little and see what happens”.

2. They focus on their target audience when they choose influencers

When searching for the right influencers, you need to base your decision on hard facts – that is, which profiles are most likely to reach your target audience? What does their followers base look like in terms of age, gender, interests and geography? In other words, you should not listen too much on which influencers your friends or family follow, but instead focus on where your target group is to be found. It sounds simple, but trust us – many times the most experienced marketer fall into the trap of choosing a specific influencer just because he or she is very trendy and on everyone’s lips right now.

3. They set aside a considerable budget (percentage wise)

Even though research shows that brands increase their spend on influencer marketing, it still constitutes a relatively small part of their overall marketing budgets, in terms of percentage. This, despite the fact that