▷ Accurately plan and analyze influencer marketing campaigns with Stellar

Today, influence marketing is one of the most effective digital levers. This leverage is integrated into most brand communication strategies. If its effectiveness can no longer be demonstrated, it remains a complex digital lever for understanding both the regulation and monitoring of the impact of its campaigns. This is where equipping yourself with an influencer marketing solution, such as Stellar, allows you to become more professional and get better results. With Stellar you have all the cards at hand to master your influence campaigns from A to Z: from choosing your influencers, through managing your campaigns and through forecasting and measuring results.

Stellar’s goal: To democratize influencer marketing by making it accessible to everyone. Thus, this integrated or modular platform allows you to:

  • Determine which influencers are most relevant to you;
  • analysis of their profiles and audiences;
  • Easily launch campaign projects;
  • to follow posted content;
  • To anticipate, measure and analyze performance.

The tool accompanies you in 4 basic steps to launching the campaign:

  1. Define your marketing strategy;
  2. Identify and analyze influencers in line with your strategy;
  3. Campaign management and relationship with influencers;
  4. Monitor impact and return on investment.

Let’s now take a closer look at these different steps…

1: Define your impact marketing strategy

As with any marketing campaign, it is important, before launching, to clearly define your impact strategy. Questions to ask at this stage:

  • What is your goal? (We will consider SMART of course);
  • What are your goals? (or even your best characters);
  • What is the message you want to convey?
  • What is your brand DNA?

Take the time to lay out your black and white strategy in order to identify the social network that is relevant to you and in which future ambassadors have influence and to see the future more clearly.

2: Research, identify and analyze influencers

Once you have your strategy in place, you can begin to identify the influencers who meet your strategy, goal, value criteria, and themes.

You can do this directly by searching in social media and manual analysis of the different posts sharing. But it will take a long time and understanding the commit can be complicated, especially since the commit can be created artificially.

To understand this crucial step more professionally, you can use an influencer marketing tool, such as Stellar, which allows you to accurately analyze influencer profiles and make your selection in a more “scientific” and successful way.

The Stellar search engine allows you to search and find the right influencers for you, from a catalog of more than 20 million influencers located in France but also internationally. You have access to different filters on the influencer to help you choose: center of interest, topic, location, number of subscribers, socio-demographic criteria, etc., as well as audience-specific filters such as centers of interest, age, or your location.

Thus, Stellar gives you the opportunity to accurately analyze your influencer community, their posts, and even their past collaborations with other brands (thanks to sponsored mentions tracking).

Here is an example of the analysis that can be found for each influencer found in the Stellar database with the file related to Hugo Clément:

You will then find a summary of important information about the influencer. You can find details about his social media accounts. You can directly access its latest content and stats earned by each post. Stellar tracks all types of content on the major social networks: Facebook, Youtube, TikTok, Instagram…

The second screen will show you the main analysis metrics of the influencer (subscribers, engagement rate, average comments on posts, etc):

You have the possibility to filter stats by network and thus select a specific influencer, which is the platform on which it generates the most engagement. This then allows you to refine your choices regarding social network and your collaboration formats.

You will also have other features that allow you to:

  • Analyze the influencer’s audience and society (country, city, language, gender, etc.).
  • Analyze the main topics covered by the content creator.
  • To find similar influencers.

In fact, Stellar is ideal for analyzing influencers’ DNA: the values ​​they share, their tone, their content, and their areas of interest. but also to analyze their audiences based on sociodemographic criteria.

Among the data, you also have the “Audience Credibility Score”. This gives a credibility score to the influencer subscriber base, which can help avoid unpleasant surprises and fake subscribers. Here is an overview of audience information for Hugo Clement:

For each influencer, you also have an estimate of the cost of the post according to the format that accompanies you in your selection and in organizing your campaign:

Once the selection and analysis phase is complete, each selected effect can then be added to a group so you can proceed with your selection:

Impressively, the tool can, based on your choice of influencers, predict the audience of your campaign by influencer, network, and format. Thus you can manage your budget allocation more effectively but also convince the importance and effectiveness of your marketing plan.

Practical: In terms of managing collaborations, you also have a feature that allows you to take notes about the influencer so that you don’t forget, for example, the exchanges you had with him or any other personal information. The tool also includes the influencer validation tracking: is it approved internally or by the customer when the user is an agency? Has the influencer accepted the collaboration? Do you post content? All these tracking essentials are readily available.

3: Influencer Marketing Campaign Management

Once you have selected influencers, you still have to plan the campaign, create your feed, contact influencers, monitor relationships, send endowments and rewards with them… Here too, Stellar can help you be more efficient thanks to its campaign project planning and management tool.

You can then tag your feed and choose which influencers and global audience to relate to. The tool then forecasts expenses and benefits in terms of performance and profitability. It also allows you to track the relationship with each influencer and schedule posts on the calendar.

Thus you have a global view of your campaign, which greatly facilitates management!

To facilitate collaboration within a team or department or between an agency and its advertiser clients, you can follow the validation status of your Stellar influencers directly. This feature is widely used by agencies that share this list directly with their clients who then verify the partnership directly on Stellar. You don’t have to have a premium license to take advantage of the influencer list validation feature.

:

Finally, Stellar allows you to get predictions of results for your campaign. Thus you can anticipate the key stats, costs and profitability of your campaign, even before it is launched. You can then operate your devices with the best compass possible.

4: Track the impact of your campaign

Once you launch your campaign, you should then focus on the last and certainly the one that can be the most complicated without a dedicated tool: impact and ROI analysis.

In Stellar, in the reporting pane, you will have an overview of campaign performance:

You can also access all the stats for each influencer. At a glance, you can see the results in terms of visibility (views, impressions, …), engagement, traffic (clicks) and sales. You also get EMV and ROI for each influencer.

These reports can be viewed at any time once the campaign is activated and can be used to monitor results as they occur and make adjustments if necessary.

In the campaign report, you can also find the different offers of the posts that make up the campaign. Posts can be accessed and stored directly on Stellar, a true asset for analyzing their content with the ability to access them with a single click later. Stellar gives you access to your campaign history.

Stellar helps answer the following questions: Is my campaign performing? With what effect? And on what network and what format? What is my gain for each influencer?

As a bonus, you can easily see who posted your campaign or not thanks to automatic presence tracking for your custom hashtag.

conclusion

Stellar is an ideal tool for organizing your influencer marketing practice. Moreover, the tool is trusted by major brands: Swatch, La redoute, Disney, Nintendo, Etam, Havas, Publicis and many more.

In terms of price, it will depend on the units you choose and the number of influencers being tracked. The solution starts from €89 per month and you can benefit from a 12% reduction if you stick to the year.

For more information and a free test, go to the Stellar website

The article was written in collaboration with Stellar

Leave a Comment