Influence marketing is one of the most effective digital levers today. This leverage is built into most brand communication strategies. If its effectiveness is no longer to be demonstrated, it remains a complicated digital lever to grasp both in terms of organization and monitoring the impact of its campaigns. This is where equipping yourself with an influence marketing solution, like Stellar, allows you to become more professional and achieve better results. With Stellar you have all the cards in hand to master your influence campaigns from A to Z: from the selection of your influencers, through the management of your campaigns and through the anticipation and measurement of results.
Stellar’s goal: democratize influencer marketing by making it more accessible to everyone. Therefore, this all-in-one or modular platform allows you to:
- Identify the influencers most relevant to you;
- Analyze their profiles and audience;
- Easily start campaign projects;
- To follow the published content;
- To predict, measure and analyze performance.
The tool guides you through the 4 essential steps of launching a campaign:
- Definition of your marketing strategy;
- Identification and analysis of influencers in line with your strategy;
- Management of the campaign and the relationship with influencers;
- Monitoring of impact and ROI.
Let’s now take a closer look at these different steps …
1: Definition of your marketing influence strategy
As with any marketing campaign, it is important to clearly define your influence strategy before launch. Questions to ask at this stage:
- What is your goal? (We will think SMART of course);
- What are your goals? (Or even better your characters);
- What is the message you want to convey?
- What is the DNA of your brand?
Take the time to define your black and white strategy in order to determine the relevant social network for you that your future ambassadors have influence on and see more clearly for the future.
2: Research, identification and analysis of influencers
Once your strategy is in place, you can start identifying influencers who fit your strategy, your goal, and your values and themes criteria.
You can do this directly by searching social media and manually analyzing the engagement of different posts. But it will take a significant amount of time, and understanding commitment can be tricky, especially since commitment can be artificially created.
To understand this crucial step more professionally, you can use an influence marketing tool, such as Stellar, which allows you to accurately analyze influencer profiles and make your choice in a more “scientific” and successful way.
The Stellar search engine allows you to search and identify influencers that are relevant to you, in a catalog of over 20 million influencers present in France but also internationally. You have access to various influencer filters to assist you in your selection: center of interest, theme, location, number of subscribers, socio-demographic criteria, etc. as well as audience filters such as centers of interest, age or location.
Therefore, Stellar gives you the opportunity to finely analyze your influencers’ community, their publications, and even their past collaborations with other brands (thanks to tracking sponsored tag mentions).
Here is an example of analysis that can be found for each influencer in the Stellar database with the file concerning Hugo Clément:
You will then find a summary of important information about the influencer. You can find the details on his social media accounts. You can directly access its latest content and statistics obtained from each publication. Stellar tracks all types of content on major social networks: Facebook, Youtube, TikTok, Instagram …
The second screen will show you the influencer’s key analytics metrics (subscribers, engagement rate, average post comments, etc.):
You have the ability to filter the statistics by network and then identify, for a given influencer, which is the platform on which it generates the most engagement. This then allows you to refine your choices regarding the social network and formats for your collaboration.
You will also have other features that will allow you to:
- Analyze the influencer’s audience and community (country, city, language, genre, etc.).
- Analyze the main topics addressed by the content creator.
- To find similar influencers.
Stellar, in fact, is perfect for analyzing the DNA of influencers: the values they share, their tones, their contents, their centers of interest. But also to analyze their audience based on socio-demographic criteria.
Among the data, you also have an “Audience Credibility Score”. This gives a credibility score to the influencer’s subscriber base, which can help avoid unpleasant surprises and fake subscribers. Here is an overview of the audience information for Hugo Clement:
For each influencer you also have an estimate of the cost of a publication based on the format, which accompanies you in choosing and organizing your campaign:
Once the identification and analysis phase is complete, each selected influencer can then be added to a group so that you can follow your selection:
And, impressively enough, the tool, based on your selection of influencers, can predict audiences for your campaign by influencer, by network, and by format. You can thus manage your budget allocation more effectively, but also convince yourself of the relevance and effectiveness of your marketing plan.
Practical: As far as collaboration management is concerned, you also have a feature that allows you to take notes on the influencer so as not to forget, for example, the exchanges you had with him or any other personalized information. The tool also includes influencer validation tracking – has it been approved internally or by the client when the user is an agency? Did the influencer accept the collaboration? has posted the content? All of these monitoring essentials are readily available.
3: Management of the influencer marketing campaign
Once you have selected the influencers, you still have to plan the campaign, create your brief, contact the influencers, monitor relationships, send endowments and compensation with them … Here too Stellar can help you be more efficient thanks to its campaign project tool planning and management.
You can then indicate your brief, your selection of influencers and the associated global audience. The tool then makes us a forecast of expenses and benefits in terms of performance and profitability. It also allows you to track the relationship with each influencer and schedule posts on a calendar.
This gives you an overview of your campaign, which greatly facilitates management!
To facilitate collaboration within a team, department or between an agency and its advertiser client, you can directly follow the validation status of influencers on Stellar. This feature is widely used by agencies that directly share this list with their clients who then validate the partnership directly on Stellar. You don’t need to have a Stellar license to take advantage of this influencer list validation feature.
Finally, Stellar allows you to get results predictions for your campaign. You can thus predict the main statistics, costs and profitability of your campaign, even before its launch. So you boot your devices with the best compass possible.
4: Track the impact of your campaign
Once you have launched your campaign, you must therefore focus on the last step and certainly the one that can turn out to be the most boring without a dedicated tool: the analysis of the impact and ROI.
On Stellar, in the reporting part, you will have both an overview of the campaign performance:
You also have access to all the stats for each influencer. At a glance, you can see the results in terms of visibility (views, impressions,…), engagement, traffic (clicks) and sales. You can also get EMV and ROI for influencers.
These reports are available at any time as soon as the campaign is activated and can be used to monitor the results as they occur and to make any adjustments.
In the campaign report you can also find the different performances of the publications that make up the campaign. The publications are accessible and archived directly on Stellar, which is a real resource for analyzing their content and being able to access them with a click at a later time. Stellar allows you to access your campaign history.
Stellar helps answer the following questions: Did my campaign work? With which influencer? and on which network and which format? What is my profitability as an influencer?
As a bonus, you can easily see who has published your campaign or not thanks to the automatic monitoring of the presence of your dedicated hashtag.
Stellar is a perfect tool to structure your influencer marketing practice. In addition, the big brands rely on the tool: Swatch, La redoute, Disney, Nintendo, Etam, Havas, Publicis and many others.
On the price side, it will depend on the modules you choose and the number of influencers tracked. The solution starts at € 89 per month and you can benefit from a 12% reduction if you commit yourself for the year.
For more information and to try it for free, go to the Stellar website
Article written in collaboration with Stellar