Diving into an influencer-driven social media campaign can be overwhelming. It can be overwhelming to identify the right influencer or strategy. Despite these challenges, testing your campaign remains to be the cornerstone of every successful marketing strategy.
Testing your influencer-driven campaign is important for a number of reasons. It allows you to evaluate whether resources are being used efficiently as possible. It will also allow you to identify strengths and weaknesses.
Constant tests and revisions to strategies will maximize your brand’s social media presence and engagement rate. It will also provide you with further insight on your target audience. It can help you uncover what is successful, what is not working, and how you can improve your brand. The most cost-effective method to evaluate your campaign is through small-scale tests.
Without a well-defined strategy, your paid campaign will have no impact. Nor will you be able to gauge success or understand your social media return on investment.
Narrow down your social goals and ask yourself this – what are you trying to accomplish? Do you want to spread awareness of a new product to customers or do you want to understand your community? Your objectives need to be aligned with your brand’s primary goal. Once you have determined this, create metrics to measure these goals. For example, if you want to increase awareness – look at exposure, reach and volume. If you want to check your engagement rates – analyze your retweets, comments, and likes.
There are an infinite number of ways to test your campaign. With the possibilities endless, there is two important analytics to test – your brand’s account and the campaign. Combining these two will produce the highest return with the most insight. It will show how your targeted campaign marketing initiatives are impacting your brand’s account and achieving your overall goals.
When testing what social content generates the most engagement or which has the highest conversion rate, conduct an A/B test. When done correctly, A/B testing can make a huge difference to your bottom line. An A/B test evaluates two different variables against each other. It allows you to see which variables like title, description, layout, or imagery works best for your campaign. A/B testing can be tested across a range of social networks. Not only will this test save you a lot of time and money in the long run, it will also reveal which message is the most effective.
When it comes to influencers and measuring engagement rates – use social media analytic platforms like Captiv8 Insights. Captiv8 Insights allows you track accounts and their performance. It’s data analyzes which content captured the most interest and which hashtags received the most traction. Captiv8 Insights will also help you to identify which location and demographic to focus your marketing efforts on. Ideally, you should start small, evaluate, adjust strategy, and then expand your campaign efforts. Keep an eye on what type of content is bringing in the most interaction and engagement.
Successful influencer-driven social media campaigns are constantly evolving. Brands continually testing and adjusting their campaigns to uncover the perfect strategy. Why waste your money and efforts partnering with a celebrity when you can receive higher engagement and traction from a lifestyle curator or micro-influencer?
Through using social media analytics platforms such as Captiv8 Insight, you will be able to track the success and reach of your social media campaign. Rewrite your strategy to reflect your latest insights. Once you have identified what works or doesn’t, adjust your strategy. You want to add value to your campaign and increase your ability to achieve your end results. Captiv8’s powerful suite of social analytics tools offer all the right insights to develop the right strategies that will captive your audience. Sign up for a free trial today.