The Definitive Guide to Influencer Marketing: Chapter 5

CAMPAIGN MONITORING

Chapter 5:

CAMPAIGN FOLLOW-UP

Once the campaign is running, you have to keep track of it. Tracking your campaign means collecting the media published by the influencers and examining the results that come in through your analytics program. It might not be the most glamorous part of the campaign process, but it’s critical if you want to analyze your results and measure your success.

Detecting & collecting published media

When the influencer publishes content related to your campaign, you’ll of course want to know! It’s important that you follow up on the publications to make sure everything is going smoothly and to have the assets later for your results report. You can collect this media manually, but there’s another, more efficient way to do this.

If you’re a brand, the influencer will probably mention you on Instagram. You’ll get a notification that you’ve been mentioned, so it’s easy to notice when the publication goes live. If you don’t need the publications for your own content creation, you can simply screenshot them to retain for your records.


If you’re an agency, the process can be a bit tricky. Influencers don’t usually mention marketing agencies when they upload their content. You could ask them to mention you, and depending on the brand, you could ask the influencer to provide you with high quality media assets directly and outside of social media. If you can’t acquire the creatives through one of those means, you’ll have to just check the influencers’ profiles each day to see what new content they’ve uploaded.


If you want to download high-quality images from Instagram, this is where things definitely get more complicated. To access the high-quality images, you have to use your browser’s Inspect tool. Here’s a step-by-step outline of how to do this on Google Chrome.

ACQUIRING MEDIA MANUALLY

  1. Open the image on Instagram
  2. Right click and choose Inspect
  3. At the top, choose Application from the menu (if you don’t see Application, you may need to select it from the drop-down menu marked by >>.
  4. In Application, find Frames.
  5. Within Frames, you should see the image listed there. Right click and choose Save As to download the picture.

If you’re only working with a few influencers, this might work for you. But if you’re working with many influencers, or managing several campaigns at once, this method is too taxing and time-consuming. But rest assured, because there’s a much better way to do this.

HypeTrail is another tool from the team behind Heepsy. While Heepsy helps you choose the right influencers for your campaign, HypeTrail lets you monitor and report on what influencers publish for your campaign. HypeTrail can track the influencers assigned to your campaign, store their published media, and analyze the impressions and interactions on that media.


If you choose to use it, make sure you set HypeTrail up before your campaign launch. If influencers publish content before you set up HypeTrail, you may miss some important results!

ACQUIRING MEDIA WITH HYPETRAIL

Getting started on HypeTrail is simple. But just to make it crystal clear, here are the steps you should follow.

SETTING UP HYPETRAIL

1. Create an account or log in. You can start with a free trial if you want to test the service.


2. Buy tracking. HypeTrail is priced based on how many influencers you want to follow at once. Navigate to Pricing or Upgrade and activate the service for the desired number of influencers.

3. Create a New Campaign. To set up your campaign, you have to input some necessary information:

  • The campaign name
  • A description of the campaign
  • The start and end date
  • The investment
  • The campaign’s hashtags or mentions
  • The Instagram handles of influencers you want to monitor

As a note, the influencer handles and campaign hashtags/mentions are important. The program will automatically collect any content created by the influencers you add. Further, the software will save any media uploaded by those influencers that include the mentions or hashtags you’ve added.


This will be important later on when you want to distinguish between content created for your campaign and content the influencer has uploaded for other reasons. So make sure to input your hashtags and mentions now so that it’s easier to evaluate your campaign media later on.

For this demo, I’ve asked HypeTrail to track #heepsy and our Instagram account, @heepsy_official. Those fields are where you would enter any hashtags or mentions you’ve asked influencers to include in their publications.

GETTING RESULTS FROM HYPETRAIL

HypeTrail will automatically download stories and posts from the influencers you’ve told it to monitor. In addition, it will generate reporting metrics based on those publications. HypeTrail will provide you with aggregated and influencer-specific data about the following:

  • Influencers - those who are on the campaign and being monitored
  • Followers - number of people who follow those influencers
  • Saved Posts - how many posts HypeTrail has downloaded
  • Saved Stories - how many stories HypeTrail has downloaded
  • Impressions - how many people have seen those posts/stories
  • Interactions - how many people have interacted with the content
  • CPM - cost per mille, or cost per thousand views/clicks
  • CPI - cost per impression

The above example shows you the HypeTrail panel with aggregated metrics and influencer-specific metrics. You can see how the software collects the various metrics and displays them all in one place.

And, as we said above, HypeTrail also collects the media uploaded by any influencer you tag to the campaign. This way, you have all your campaign content and metrics in one handy place. Later on we’ll go deeper into how to use HypeTrail to analyze the results of your campaign.

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Tips & tricks for following up

It’s always necessary to follow up with influencers, whether they publish or not.

INFLUENCERS WHO PUBLISH

Many times, when an influencer publishes something for your campaign, they’ll send you an email letting you know. Express gratitude to encourage them to continue the practice.


When influencers don’t notify you after publishing, you can choose to contact them to thank them, or not. We recommend sending a quick email to thank the influencer once you’ve seen that their post is uploaded and fulfills the criteria you outlined. However, if you’re working with a lot of influencers, this can be extremely time consuming. Just keep in mind that if you don’t communicate with the influencer after they publish, they’re going to assume that you’ve seen their work and that everything is okay.


If you see something wrong with the publications (they forgot a hashtag, spelling mistakes, etc), kindly point it out to the influencer so they can fix it. The earlier you catch any mistake the better, so stay vigilant during the campaign’s publication window.

INFLUENCERS WHO DON'T PUBLISH

When an influencer doesn’t publish by the agreed-upon date, there are several ways to confront them. You could start with a subtle email asking if everything is okay. Did the product arrive? Were they able to use the voucher? Has something happened? Another option is to send a more insistent email, explaining that they have until a certain date to publish.


If the influencer doesn’t answer your emails, you could try reaching out directly on Instagram. Start with a direct message, and if they don’t reply to that, leave a comment on their last post.


If you’re having trouble with an influencer who isn’t publishing as expected, set up a reminder strategy that revolves around your campaign dates. For example:

  • Subtle email - when there are two weeks until the end of the campaign
  • Insistent email - when there’s one week left, to remind them of the deadline
  • DM - when there’s less than a week leftComment - when there’s only 2-3 days left (these might be lost, but if they answer you in time, you can extend the campaign by 1-2 days to allow them to publish)

Also, take into account the days of the week. The best day to remind influencers of upcoming deadlines is a Thursday or Friday, as the weekend is approaching and they’ll likely have more time to publish.

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