Glossary/Campaign
What is an influencer campaign?
Short answer
A campaign is one brand intention delivered through a set of posts — with one creator or a dozen at once. It has a goal, a deadline and a budget set before the start, and a shared message ties the material together. It can last a week or a whole season. Without those three elements you cannot tell afterwards whether it worked, or compare it with the next one.
What exactly is a campaign?
A campaign starts with deciding what you are doing it for. The goal drives the rest: how many creators to invite, in what formats they publish, in what time window and for what money. Posts scattered randomly across the year are not a campaign yet, just a collection of separate collaborations — nobody can say afterwards what came of them. A campaign has a beginning, an end and a moment when you sum it up.
How does a campaign run step by step?
It usually splits into four stages:
Goal and budget. Before you contact anyone, write down what is meant to happen: recognition for a new line, orders during the season, or material for further use.
Choosing creators. You check who really speaks to your audience and send a task with the scope, the deadline and the rate.
Production and approval. Creators prepare the material, the brand raises its comments within the agreed deadline, and only then does publication follow.
Wrap-up. You collect the statistics from every post and compare them with the goal written down at the start.
Why does a campaign work better than a single post?
Because a single post disappears within a day, while a campaign spreads the message across several posts and several people. Someone who sees the product at two creators they follow within a short space of time treats it differently than after one glimpse. A campaign also gives you a comparison: with several creators you can see which way of showing the product brings reactions and which passes unnoticed.
Where to order it or find tasks
Related terms
Words that come up in the same conversations. Each has its own definition in the glossary.
- Task
- The description of the task for the creator: what is to be made, by when, in what format and for how much. A good task says what is obligatory and what stays in the creator's hands. Read more
- Campaign budget
- The money set aside for the whole activation: creators' fees, production and any promotion of the materials. Splitting those three parts up front makes the results easier to judge. Read more
- Content guidelines
- The rules the material has to keep to: what to show, what not to say, how to name the product. The shorter the list, the more natural the result. Read more
- Material approval
- The moment when the brand accepts the finished work or asks for changes. Payment usually depends on it, which is why the scope of revisions is worth settling up front. Read more
Frequently asked questions
How many creators should take part in a campaign?
As many as the budget holds at a sensible rate for each of them. It is usually better to invite several smaller creators from the same niche than one large one, because then you can see which way of talking about the product catches on.
How long should a campaign last?
As long as the reason for running it lasts. A product launch is usually a short, dense window of posts; building recognition takes a few months. More important than the length is that the posts do not drift apart in time with no connection between them.
How do you know a campaign worked?
By whether it delivered the goal written down at the start. Reach and likes are only part of the picture: for sales look at traffic from links and code usage, for recognition at comments, saves and growth in follower numbers.
