Influencer marketing is effective yet time-consuming and important yet ill-defined, with fees and pricing structures all over the map.

Maybe you want more efficiency and scale for your brand than what you’re able to do in-house. It’s time to outsource, but it’s a jungle out there. With hundreds of companies, platforms and agencies claiming to specialize in influencer marketing, it’s nearly impossible to compare offerings.

As the founder of an influencer marketing agency, which is the founding partner of the Influencer Marketing Association, our official trade organization, I’m here to help guide you. Below is the ultimate list of questions to ask your potential influencer marketing partner to make the process less daunting and your programs more successful.

Choosing the right influencer marketing partner is crucial for the success of your influencer marketing campaigns. To ensure that you’re making an informed decision, it’s essential to ask the right questions before signing any agreements. Additionaly, it is important to do your own research on the influencers you are considering and make sure they are a good fit for your brand. By asking these questions, you can ensure that you are working with an influencer marketing partner who can help you achieve your brand goals effectively.

Here are some questions you should consider asking:

1. What is your experience in influencer marketing?
   • Determine how long they’ve been in the industry and their track record with past clients.
2. Can you provide case studies or references from previous campaigns?
   • This will help you gauge their past performance and the results they’ve achieved.
3. What is your network of influencers like?
   • Ask about the size and diversity of their influencer network to ensure it aligns with your target audience.
4. How do you select influencers for specific campaigns?
   • Understand their influencer vetting process and whether it includes factors like authenticity, engagement, and relevance.
5. Do you have relationships with micro-influencers or niche influencers?
   • These influencers can be highly effective for certain campaigns, so it’s important to know if they have access to them.
6. What platforms and social media channels do you work with?
   • Ensure they can reach your audience where they are most active, whether it’s Instagram, TikTok, YouTube, or others.
7. What kind of content do you focus on (e.g., video, images, blog posts)?
   • Ensure their expertise aligns with the type of content that resonates with your audience.
8. How do you measure the success of influencer campaigns?
   • Ask about key performance indicators (KPIs), analytics tools, and reporting methods.
9. What is your strategy for ensuring brand safety and content compliance?
   • Make sure they have procedures in place to avoid any potential controversies or issues.
10. How do you handle disclosures and transparency with sponsored content?
    • Ensure that they are well-versed in FTC guidelines and follow best practices for transparent influencer partnerships.
11. What is your pricing structure and payment terms?
    • Clarify the costs involved and whether they charge a flat fee, a percentage of the campaign budget, or another pricing model.
12. What is your process for setting campaign goals and expectations?
    • Discuss how they collaborate with clients to establish realistic goals and outcomes.
13. How do you handle influencer contracts and agreements?
    • Understand their approach to creating, negotiating, and managing influencer contracts.
14. What is your crisis management plan in case of negative publicity?
    • Ensure they have a strategy in place to address potential PR crises related to influencer partnerships.
15. How do you stay updated on industry trends and changes in social media algorithms?
    • Confirm that they are knowledgeable about the ever-evolving landscape of social media and influencer marketing.
16. Can you provide insights into the demographics and interests of your influencer network?
    • This will help you determine if their influencers align with your target audience.
17. How do you handle intellectual property rights and usage of influencer-created content?
    • Clarify ownership and usage rights for content produced during campaigns.
18. What is your process for scaling campaigns or adjusting strategies based on performance?
    • Ensure they can adapt to changing circumstances and optimize campaigns as needed.
19. What kind of reporting and performance analytics can we expect during and after the campaign?
    • Discuss the frequency and format of reports and data analysis.
20. How do you handle post-campaign engagement, such as user-generated content (UGC)?
    • Understand how they leverage UGC and continue to engage with your audience after the campaign ends.

It’s important to ask these questions to ensure your influencer marketing partner can meet your brand expectations and goals.

What are the key performance indicators (kpis) for the influencer marketing program

Key performance indicators (KPIs) are important to measure the success of an influencer marketing campaign. KPIs for influencer marketing can vary depending on the campaign goals, but here are some common KPIs that can be measured:

1. Scope of content
2. Content Views/Impressions
3. Likes, comments and shares of the content
4. Click rate
5. Sales number
6. Referral traffic
7. Follower growth
8. Conversions
9. Revenue generated

It is important to choose KPIs that align with the campaign objectives and measure them from the beginning of the campaign. KPIs can help evaluate campaign success and make adjustments to improve future campaigns. Additionally, KPIs can help evaluate brand authenticity and safety. 

Some influencer marketing tools, such as Klear and Meltwater, can help measure KPIs more efficiently. Overall, KPIs are an important part of any influencer marketing strategy and can help drive a company’s growth and sales.

The success of an influencer marketing campaign can be measured by several key performance indicators (KPIs). Here are some common KPIs that can be used to measure the success of an influencer marketing campaign:

1. Reach: The reach of the campaign refers to the number of people who have seen the content generated by the influencer. This KPI can be measured by the number of impressions or views.
2. Participation: Participation refers to the level of interaction that the audience has had with the content generated by the influencer. This KPI can be measured by the number of likes, comments and shares.
3. Click-through rate: Click-through rate refers to the number of people who have clicked on a link or call to action in the content generated by the influencer.
4. Website Traffic: Website traffic refers to the number of visits the brand’s website has received as a result of the influencer marketing campaign.
5. Conversions: Conversions refer to the number of people who have taken a desired action, such as a purchase or registration, as a result of the influencer marketing campaign.
6. Brand mentions: Brand mentions refer to the number of times the brand has been mentioned in the content generated by the influencer.

It is important to choose KPIs that align with the campaign objectives and measure them from the beginning of the campaign. By doing so, you can evaluate the success of the campaign and make adjustments to improve future campaigns. Additionally, it is important to use tracking tools to measure campaign success and make adjustments to improve future campaigns.

How do you calculate the roi for influencer marketing campaigns

To calculate the return on investment (ROI) of an influencer marketing campaign, there are several approaches that can be used. Here are some common methods that can be used to calculate the ROI of an influencer marketing campaign:

1. Calculate cost per acquisition (CPA): CPA is calculated by dividing the total cost of the campaign by the number of conversions generated. Conversions can be sales, registrations, downloads, etc.
2. Calculate return on advertising spend (ROAS): ROAS is calculated by dividing the revenue generated by the campaign by the total cost of the campaign. This approach is useful for campaigns that aim to generate direct sales.
3. Calculate Customer Lifetime Value (CLV): CLV is calculated by dividing the total revenue generated by a customer by the total cost of acquiring that customer. This approach is useful for campaigns that aim to generate long-term loyal customers.
4. Use an Influencer Marketing ROI Calculator: There are several influencer marketing ROI calculators available online that can help calculate the ROI of an influencer marketing campaign. These calculators typically require information such as total campaign cost, audience reach, engagement rate, and conversion rate.

It is important to choose the ROI approach that best suits the campaign objectives and measure it from the beginning of the campaign. By doing so, you can evaluate the success of the campaign and make adjustments to improve future campaigns. Additionally, it is important to note that the ROI of an influencer marketing campaign can be difficult to measure due to the nature of influencer advertising. Therefore, it is important to choose the right KPIs and use tracking tools to measure the success of the campaign.

What are some common mistakes to avoid when calculating influencer marketing roi

When calculating the ROI of an influencer marketing campaign, it is important to avoid some common mistakes that can affect the accuracy of the results. Here are some common mistakes to avoid when calculating the ROI of an influencer marketing campaign:

1. Not setting clear goals: It is important to set clear and measurable goals for your influencer marketing campaign before you begin. Without clear objectives, it is difficult to measure campaign success and calculate ROI.
2. Not choosing the right KPIs: It is important to choose KPIs that align with the campaign objectives and measure them from the beginning of the campaign. If the wrong KPIs are chosen, it can affect the accuracy of the ROI.
3. Not measuring ROI during the campaign: It is important to measure ROI during the campaign and not wait until the campaign is over. Measuring ROI during the campaign can help you make adjustments to improve results.
4. Not taking into account hidden costs: It is important to take into account all the costs associated with the influencer marketing campaign, including hidden costs such as time and internal resources.
5. Failing to take authenticity and brand safety into account: It is important to ensure that the influencer marketing campaign is authentic and brand safe. If the campaign is not authentic or safe, it can negatively affect ROI.

By avoiding these common mistakes, you can calculate the ROI of an influencer marketing campaign more accurately and effectively. Additionally, it is important to choose the right KPIs and use tracking tools to measure the success of the campaign.

How do you track and evaluate the results of influencer marketing campaigns

To track and evaluate the results of an influencer marketing campaign, there are several methods and tools that can be used. Here are some tips and tools that can be used to track and evaluate the results of an influencer marketing campaign:

1. Establish clear objectives: Before starting the campaign, it is important to establish clear and measurable objectives. This will help determine which metrics should be tracked and evaluated.
2. Use tracking tools: There are several tracking tools that can be used to track and evaluate the results of an influencer marketing campaign. These tools may include Google Analytics, HypeAuditor, Aspire, Kolsquare, among others.
3. Measure reach and engagement: It is important to measure the reach and engagement of the campaign, including the number of impressions, likes, comments and shares. This can help determine the effectiveness of the campaign and the level of interaction with the audience.
4. Measure conversions: It is important to measure the conversions generated by the campaign, including the number of sales, registrations, downloads, etc. This can help determine the campaign’s ROI.
5. Measure website traffic: It is important to measure the website traffic generated by the campaign, including the number of visits, session duration, and pages viewed. This can help determine the campaign’s impact on website traffic.
6. Measure brand mentions: It is important to measure the brand mentions generated by the campaign, including the number of mentions on social networks and other websites. This can help determine the campaign’s impact on brand awareness.

Overall, it is important to measure and evaluate the results of an influencer marketing campaign to determine its effectiveness and make adjustments for future campaigns. By using tracking tools and measuring the right metrics, you can determine campaign success and ROI.

How do you determine the total campaign cost for influencer marketing

To determine the total cost of an influencer marketing campaign, all expenses associated with the campaign must be taken into account. Here are some elements to consider when calculating the total cost of an influencer marketing campaign:

1. Influencer Fees: The cost of influencer fees is one of the most important expenses to consider when calculating the total cost of the campaign. Influencer fees can vary depending on their reach and niche.
2. Production Costs: Production costs include content creation, video editing, photography, and other costs associated with producing content for the campaign.
3. Product giveaway costs: If product giveaways are offered to influencers, they should be included in the total campaign cost.
4. Agency Costs: If working with an influencer marketing agency, the agency costs should be included in the total cost of the campaign.
5. Advertising costs: If paid advertising is used to promote the influencer marketing campaign, advertising costs must be included in the total cost of the campaign.

It is important to take all of these costs into account when calculating the total cost of an influencer marketing campaign. By doing so, you can determine the budget needed for the campaign and ensure that it is being used effectively. Additionally, it is important to use tracking tools to measure campaign success and make adjustments to improve future campaigns.

What are some factors to consider when negotiating influencer fees

When negotiating influencer fees for a marketing campaign, there are several factors to consider to ensure you are paying a fair price and getting a good return on investment. Here are some factors to consider when negotiating influencer fees:

1. Audience reach: The size of the influencer’s audience is an important factor to consider when negotiating fees. Influencers with a larger audience generally charge higher fees than those with a smaller audience.
2. Engagement: The influencer’s level of engagement is also an important factor to consider. Influencers with high levels of engagement can charge higher rates due to their ability to generate interactions and conversations with their audience.
3. Niche: The influencer’s niche can also affect fees. Influencers in more specialized niches may charge higher rates due to their experience and knowledge in that niche.
4. Exclusivity: If exclusivity is required for the collaboration, this may affect the influencer’s fees. Influencers can charge higher fees if they are asked to engage exclusively with a brand.
5. Duration of the collaboration: The duration of the collaboration can also affect the influencer’s fees. Influencers can charge higher fees for long-term collaborations than for short-term collaborations.
6. Type of content: The type of content expected from the influencer can also affect fees. Influencers can charge higher rates for more elaborate content, such as videos or sponsored posts.

It’s important to keep these factors in mind when negotiating influencer fees to ensure you’re paying a fair price and getting a good return on investment. Additionally, it is important to be respectful and willing to compromise to find a solution that works for both parties.

How do you calculate engagement rate for influencer marketing campaigns

To calculate the engagement rate of an influencer marketing campaign, several tools and formulas can be used. Here are some tips and tools that can be used to calculate the engagement rate of an influencer marketing campaign:

1. Use the engagement rate formula: The engagement rate is calculated by dividing the total number of interactions (likes, comments, shares, etc.) by the total number of followers and multiplying by 100. The formula is as follows:
   • Engagement rate engagement = (Total number of interactions / Total number of followers) x 100.
2. Use tracking tools: There are several tracking tools that can be used to calculate the engagement rate of an influencer marketing campaign. These tools may include CreatorDB, GRIN, Keyhole, Ethical Influencers, Tinuiti, among others.
3. Measure reach and engagement: It is important to measure the reach and engagement of the campaign, including the number of impressions, likes, comments and shares. This can help determine the effectiveness of the campaign and the level of interaction with the audience.
4. Measure conversions: It is important to measure the conversions generated by the campaign, including the number of sales, registrations, downloads, etc. This can help determine the campaign’s ROI.
5. Measure brand mentions: It is important to measure the brand mentions generated by the campaign, including the number of mentions on social networks and other websites. This can help determine the campaign’s impact on brand awareness.

It is important to note that engagement rate is an important key performance indicator (KPI) for measuring the success of an influencer marketing campaign. By using tracking tools and measuring the right metrics, you can determine campaign success and ROI.

The case of Fyre Festival, an exemple of wrong campaign

One emblematic case of an exit strategy for a campaign involving influencers is the «Fyre Festival» disaster. While the Fyre Festival was not a successful campaign by any means, it serves as a cautionary tale and a notable example of how influencer marketing can go horribly wrong. The Fyre Festival was promoted by numerous high-profile influencers and celebrities and was supposed to be a luxurious music festival experience in the Bahamas. However, the event turned into a complete debacle. Here’s how the exit strategy played out:

1. Acknowledging Failure: The first step in the exit strategy was acknowledging the failure of the campaign. The organizers had to come to terms with the fact that the festival could not be executed as promised.
2. Influencer Statements: Influencers who had promoted the festival, like Kendall Jenner, Bella Hadid, and other high-profile individuals, had to address the situation. Many of them did so by posting statements on their social media channels, expressing their disappointment and apologizing to their followers.
3. Refunds and Compensation: Organizers and influencers began the process of refunding attendees and providing compensation for the inconvenience and disappointment they experienced.
4. Public Relations and Crisis Management: A comprehensive public relations and crisis management plan was put into place to address the public outrage and media scrutiny. This included interviews with the event organizers and influencers explaining their roles in the debacle.
5. Legal Actions: Legal actions were taken against the organizers and some influencers. In the aftermath, both legal and financial consequences were faced by those involved.
6. Ongoing Reputation Management: For the influencers, ongoing reputation management was essential. They had to work on rebuilding their credibility and trust with their followers.
7. Learning from the Mistakes: The entire situation served as a learning experience for both influencers and brands. It emphasized the importance of authenticity, transparency, and due diligence in influencer marketing campaigns.

The Fyre Festival exit strategy is emblematic because it highlights the potential risks associated with influencer marketing. It demonstrates the importance of addressing campaign failures head-on, providing clear communication, taking responsibility, and learning from mistakes. In this case, the fallout from the failed campaign had lasting implications for the influencers, the event organizers, and the entire industry, ultimately reshaping the landscape of influencer marketing practices.