Chapter 4: Campaign Monitoring
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.
The Definitive Guide to Influencer Marketing
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 collect the assets for your results report.
Some influencers might shoot you an email or a DM when they publish something related to your campaign. But it’s important that you stay on top of campaign content as well, just so nothing falls through the cracks.
4.1. Detecting & collecting published media
Brand mentions & branded hashtags
Brand mentions and hashtags can help you keep track of influencer media as it comes in. Just make sure an influencer knows which mention or hashtag they need to use before they start publishing.
Brand mentions are simple, as the influencer simply tags your brand’s Instagram account in their post, whether in the photo, text or as a paid partnership. In the case that you’re a large brand with different Instagram accounts for different regions or product lines, make sure you tell the influencer which mention to use. When an influencer mentions your brand, you’ll get a notification telling you such, which you can see in the Activity tab on Instagram.
As for branded hashtags, you need to define these for your campaign. It could be, for example, a combination of your brand’s name and the campaign season, or product launch. Make sure influencers know which hashtags to use. Later on, you can search for that hashtag and monitor the publications that utilize it.As for branded hashtags, you need to define these for your campaign. It could be, for example, a combination of your brand’s name and the campaign season, or product launch. Make sure influencers know which hashtags to use. Later on, you can search for that hashtag and monitor the publications that utilize it.
If you’re a brand, the influencer will probably mention you on Instagram. 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.
The Inspect element. Notice the image file is highlighted within the Frames menu.
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. In that case it’s best to ask influencers to send you high-quality versions of the content they publish.
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