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The 4 Cs of Influencer Marketing

Updated: Aug 17, 2023

Not only Marketing has its Ps... but Influencer Marketing has its Cs!

The 4Cs of Influencer Marketing
The 4Cs of Influencer Marketing

When it comes to designing an Influencer Campaign for your brand or product, there are 4 things that matter most.

Concept

Combination (mix)

Creativity

Consistency


Before you plan anything it is needless to say that you must have a strategy in place! What do you want your Influencer Campaign to achieve? Have you set your objectives? Do you want awareness? Do you want increase of use? Do you want your audience to try your product? And of course you should have already identified your target audience!


Concept

Once you have identified your objectives and what you expect your influencer campaign to achieve you need to figure the best way to do it. That is to create a concept that all of the selected influencers would follow, each one in their own unique way. You should work with your selected influencers to create content, but it will be more effective if there is a concept in place from the start.


Combination

This is the mix of the influencers you will use. And again this is done by first selecting your target audience and setting your objectives. Is your goal Reach? Or is it Frequency? Can you use micro and macro influencers in your mix, or go only with one kind. Are you aiming on specific content influencers (such as beauty or wellness) or you can you use lifestyle influencers in your mix as well? Again, your objectives will define the right influencer mix for your campaign


Creativity

All influencers are considered ''creators''. You need their creativity, so again depending on your concept and objectives, you should select the appropriate creators. Do you want them to create a video or just a still photo? Do you want them to talk on their reels or stories about your product? Do you appreciate humor or you need to pass the message in a more serious way? Check out their previous works and decide on the right creator for you! And don't forget: Creators / Influencers are there to inspire, entertain, educate and inform their audience in their own unique way. Use the way that it is most appropriate for your product!


Consistency

Consistency is everything if you want to succeed! At least this is what they say (!)

Do not plan for one off posts, videos or reels. Create expectation! Keep working with your successful creators for more than 2 months. Place your product, brand in their everyday life and make them part of the team. It will do wonders!!



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