Hey there,
Ever wondered what goes on behind the scenes of our campaigns? Well, this is your lucky newsletter day, my friend, because this week we’re pulling back the curtain to give you an inside look at our influencer programs. Let’s review how our process works, and all the support we offer every step of the way:
Step 1: Getting Started
First contact is made – either by outreach or inbound query. Here’s what we need to know to kick things off:
- Budget Range: This helps us tailor the campaign to your financial plans.
- Campaign Timing: When do you want to start and how long will it run?
- Target Audience: Who are we aiming to reach?
- Brand/Campaign Objectives: What are your goals? Awareness, action, engagement, all of the above?
- Platform Preferences: Instagram, TikTok, YouTube, Facebook, Twitch, etc?
- Geo-Targeting Needs: Specific regions or nationwide?
Step 2: Crafting the Proposal
Next, we create a custom proposal that can include:
- Program Details & Influencer Strategy: We provide a clear articulation of the campaign, including types and sizes of influencers, targeted platforms, campaign timing, media types (static images, videos, etc.), and paid amplification details.
- Creative Concepts: We provide detailed descriptions of the possible directions we’ll give influencers on content creation. Of course, each influencer will bring their unique style and voice to the final content while weaving in key brand messaging.
- Campaign Details: We list the exclusivity periods (how long influencers will refrain from posting about competitors) and organic/paid usage timelines for the campaign. We also provide estimates based on 13 years of benchmark data for engagement/video views and guaranteed minimums. (We guarantee one metric, usually overall engagements, clicks, or video views)
- Program Pricing: We provide a clear and easy-to-understand breakdown of pricing for each platform and type of creator.
Step 3: Influencer Identification
Once all details are finalized, we identify potential influencers:
- Querying Our Network: We kick off our recruitment process by reaching out to our network with an email query. From there, we narrow down the pool, refining and selecting the best influencers for your campaign.
- Hand Recruitment: For campaigns that need a more personal touch or specific expertise, we hand recruit influencers who are not yet part of our 50k strong network. This ensures we find the perfect fit for your brand, even if it means going beyond our existing database.
- Presenting Influencer Candidates: We provide a curated list of influencers for your approval. This is a collaborative process. You will be able to view all creator information and first party data and then approve, reject, and add comments, directly in our tool.
- Detailed Campaign Brief: We provide influencers with all they need to know, answer any questions, and get ready for launch.
Step 4: Campaign Execution
When it’s go-time:
- Content Upload: Influencers upload their content to Sway Proof for approval. All stakeholders get a chance to review, request changes, and approve.
- Content Publication: Content gets published according to the campaign timeline.
- Sway’s QA Process: Once content is live, we continually monitor it for campaign and brand accuracy, our (sky-high) content standards, and FTC compliance. We pull anything immediately if changes are needed.
- Paid Amplification: Our dedicated team runs ads directly through influencers’ profiles on Meta and TikTok, ensuring your campaign content reaches the perfect audience.
- Live Reporting: We continually monitor the campaign, making adjustments as needed.
Step 5: Reporting & Analysis
After the campaign wraps up, we share a detailed report that includes:
- Total Program Overview: A comprehensive summary of the entire campaign.
- Program Results: This includes totals for impressions, video views, engagements (likes, comments, saves, etc), clicks to landing pages, and more.
- Performance Highlights: We identify key moments and successes throughout the campaign.
- Top Performing Content: A detailed analysis is included of the content that generated the most engagement.
- Performance Insights: We don’t just list the data, we provide in-depth insights into what worked well and why.
- Key Learnings & Recommendations: As a final personal touch, we give you practical tips and suggestions for your next campaign to make sure you get the best results possible.
And there you have it! A smooth, collaborative process from start to finish. At Sway Group, we’re here to make sure your influencer marketing campaigns are not only successful but also — dare I say it — enjoyable.
Want a custom proposal of your own, or just have questions about how we do what we do? Feel free to reach out anytime or connect with me on LinkedIn.
Danielle
P.S. Stay tuned for next week’s newsletter, which will include a deep dive into our Massive Sway service, and how it differs from our standard campaigns.
