Apptica Talks. Episode #4. Influencer Marketing: Avoiding Common Campaign Mistakes with Kristina Nikeenko from Zorka.Agency
In this episode Apptica Talks about Influencer Marketing and common campaign mistakes with Kristina Nikeenko - Head of Influencer Marketing at Zorka.Agency.
Zorka.Agency - is an international influencer and performance marketing agency focused on creating ROI-forecasted strategies with a risk assessment that help businesses scale up.
What we have talked about:
Product Issues:
- hybrid links and their advantages
- product incompleteness (low rating, bugs, lack of localization)
Marketing Issues:
- the importance of promo codes and bonuses
- ill-conceived creative brief and the role of an influencer in the creation process
- statistics: how to avoid fraudsters and fake numbers
- legal relations with an influencer
- what channel and influencer type to choose for your specific needs
- how to calculate the budget for your campaign
Key takeaways:
- Launching a campaign when the product is not ready can lead to controversial results: lack of localization, low rating, bugs. Before starting a campaign ensure that your product is polished. In case of major technical issues, be transparent and indicate the problems in the creative to win audience’s trust
- It’s better to use hybrid links, it will decrease the chances of attributing the users to organic traffic. Make sure that a tracking system is in place and measures the results accurately (run a test with 10 new users and a few old ones that used your app in the past)
- The number of users who watch the content on TV or tablets is growing rapidly, so it’s better to put QR codes in the creatives
- Promo codes can help track the users more effectively, as >30% of users are attributed to organic traffic by avoiding clicking the links
- Competitor analysis can help identify look-alike influencers or even take the ones who promoted a competitor’s product. It’s cheaper than running multiple tests
- In order to avoid fraudsters a marketing team should request the statistics and thoroughly check the numbers. Screencast and third-party tools may assist with that. Some recommendations: IQ Data, HypeTrain, YouScan, Thoughtleaders
- It’s better to combine micro-influencers with the bigger ones to diversify the risks. Focus on niche-influencers could narrow the reach and reduce the chances of getting on plateau
- In performance-oriented campaigns strict briefs can ensure better results. An influencer has a say, but every step should be controlled by a marketing team
- It’s better to sign a legal agreement and include there as many clauses as possible to be on the safe side: think of copyright conditions to be able to use it afterwards, obligate an influencer to provide statistics, negotiate additional actions in case of poor results
- For brand awareness campaigns TikTok is the best solution as traffic is cheaper. If a campaign is performance-oriented, multi-platform approach is more relevant (Discord, Twitch, Instagram, YouTube, etc)
- Budget estimation derives from your target. You can calculate how many views you need to get a set number of installs taking into consideration your average conversion rate. Moreover, the price range varies in every geo. E.g. the average CPM on YouTube in english-speaking countries is about 20-30 USD, whereas in LATAM it is 7 USD
You can learn more more insights in Zorka's blog and a recent report.
To get in touch with Kristina:
k.nikeenko@zorka.agency
Linkedin
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