Nearly every program we are putting together this year is created with flexibility in mind because there is no way to operate with any certainty in the current environment. Platforms are in flux and there is a lot of instability in the world, both economically and politically. So, we must remain flexible!
Increasingly, we are contracting for metrics, not a specific number of influencers within each tier. This allows our clients to pick the very best creators for their campaigns. If those creators are on the larger/pricier side, we’ll use fewer of them. If our clients gravitate towards nanos, we’ll use more. We can also pull levers on the paid amplification side to ensure we meet our guaranteed metrics.
We are also encouraging our clients to be platform-agnostic. If TikTok goes away, WE WILL ALL BE OK (I promise). Creators have been diversifying their posting and they are prepared to adjust as needed. Be open to creative solutions. A lot of our recruitments are now open to every platform. We might find great options on Instagram, Facebook, AND YouTube. Great! It’s OK to spread the message out in multiple places.
Finally, remember to ground every program by first determining your top KPI. Let’s say it’s video views. Plan for your end metrics, not for the tactics that are going to get you there. After all, you can reach your desired number of video views in any number of different ways.
Till next week!
Danielle
