How to Wrap Up An Influencer Campaign: 6 Dos and Don'ts
There are tons of articles and resources out there about how to land brand campaigns, how to work with more brands, etc. But what many people in the influencer marketing industry don’t talk about is how to wrap up an influencer campaign. Specific, sure, but a very overlooked step in the influencer/brand partnership process.
What happens right after the content goes live? As an influencer, how do you make sure it goes well? What should you be doing right after? 7 days after? 30, 60, 90 days after?
There’s no reason to overthink it. The good news is there’s tons that you can do as an influencer at the end of your campaign to 1) ensure the brand’s metrics and KPIs are tracked and hit and 2) maintain that relationship for future work.
In the PR agency world, this is drilled into our heads…
For influencers, maybe not exactly the same thing, but you get the point. This piece of business wisdom is applicable to you, too!
It’s WAY better for you to maintain an existing relationship with a brand than start over from scratch with a new one.
You worked hard to build a relationship with a brand in the first place - now let’s focus on maintaining it long-term. The stronger the relationship, the stronger the partnership possibilities, which can lead to bigger and better campaigns for you as the influencer. In any scenario, whether it’s a seasoned client or a new relationship, it’s always good to go the extra mile in being courteous. In fact, communication is among the top three most sought out skills in a professional environment.
Consider these three questions going into wrapping up your campaign...
How can you get the most long-term value out of one collaboration?
How should you wrap up a campaign to set yourself up for future work?
How can you make a lasting impression on a brand?
When I talk to the influencers I work with, this is how they usually approach the end of a campaign...
- Maybe send a thank you email?
- Send over some screenshots
- In a few months, I think about following up with a brand to see if they have any more campaigns, but feel like it’s too sales-y to directly just ask
Doesn’t this kind of feel...bleh? Doesn’t it feel like it just leaves you hanging?
As humans, it’s psychologically comforting to know when we’ve closed the book on something - we like final stops, closure, and wrap-ups. Even if it's a one-time partnership, it's still worth plenty to leave a favorable impression.
This is actually called the "peak-end theory" in social psychology - it’s a cognitive shortcut our brains use by focusing our interpretation of the entire experience based on what the ending is like.
Our brains can only remember so much, so we tend to forget the middle and beginning of an experience.
Most of our lasting feeling comes from how the experience ended - and I want to make sure you’re wrapping up your brand campaigns on a massive high note. Here our thoughts on how to wrap up an influencer campaign and some insight on what to avoid. Jot down these pointers in order to set yourself apart from your counterparts, save brands time, and earn yourself happy clients.
DO: 1. Stay in touch with your professional contact and try to build a personal relationship.
Chances are, if you're wrapping up a collaboration, there's 1 or 2 people you've been working with throughout the entire process.
They've been your professional contact - your account manager, your brand rep, etc. You've spent weeks emailing back and forth, bouncing ideas off each other, doing phone calls, etc.
Now that this specific campaign is over, you’ll want to stay in touch - which sometimes feels like a challenge. However, it’s a lot simpler than you think, and all it takes is extending yourself and staying fresh in their minds.
Here's how to keep in touch.
DO: Connect with him/her on Linkedin and follow the agency/brand as well.
LinkedIn is where I stayed in touch with several influencers I worked on campaigns with simply because they friend requested me! Every once in awhile, when I share a great marketing article I liked, they comment something insightful – and I’m reminded again of how much I loved working with them. Stay involved!
You can keep up with what the agency is doing, too, which is always great to have a pulse on.
What topics are they talking about? Do they seem to be leaning into YouTube versus Instagram? Are they sharing any challenges they’re seeing in the influencer marketing industry?
All of these tidbits are topics you can weave in if you talk regularly with your contact.
DO: Support the agency’s other campaigns.
Especially if this person works at a PR or influencer marketing agency, she has a great likelihood of recommending you for a ton of other campaigns.
But even if you weren’t chosen for a specific campaign, if she shares something about a successful influencer marketing campaign they had - head to the influencers’ Instagrams who were a part of that campaign, and show their sponsored post some love. It’s a great networking tool and displays a great level of professionalism for both the influencer and the brand.
It truly won’t go unnoticed.
DO: If you live locally or one day plan to be in the area, don’t be shy about asking her to grab coffee or lunch.
Who doesn’t love a free coffee? Don’t hesitate to ask your contact if she’d like to grab lunch or coffee one afternoon just to simply catch up. Keep it casual and just focus on building a genuine relationship. If you’re traveling to her area, shoot her an email about a week or two beforehand to give her a head’s up you’ll be in town for those dates, would love to stop by the office, etc.
Psychology is important here too -- there is an elevated level of connection in face-to-face interaction as opposed to emails. The biggest benefit is that face-to-face interactions are synchronous, which means they happen naturally. Communication restricted to a digital platform has a perceived benefit of convenience. You can step away, sure, but there’s a disconnect in not having the natural flow of a face-to-face, verbal conversation. From social cues to extended conversation, chatting in person is a great way to strengthen a relationship with whoever your main point of contact is.
Don’t worry about looking weird - PR and agency professionals get asked this all the time, and we’re always down to do it. Establishing an additional layer of comfort makes communicating during the next campaign a million times easier. You've broken down that barrier of pure "business" and can foster something genuine.
DON'T: 2. Don’t fall off the face of the earth as soon as you post the sponsored content.
Again, humans, it’s psychologically comforting to know when we’ve closed the book on something - we like final stops, closure, and wrap-ups.
Many influencers communicate, communicate, communicate, post…..and then go radio silent. Not a good look.
For brands, two of the most important phases of an influencer marketing campaign are Phase 3: Reporting/KPIs and Phase 4: Maintaining Relationships.
Brands have people to report to, too - so why aren’t influencers sending key metrics to brands at the end of their campaign?
- They don’t know what numbers and metrics to send.
- Maybe they’re afraid certain numbers or metrics look bad or aren’t good enough.
- They don’t know how to find all of these individual numbers from different social media platforms.
- They don’t know how to aggregate all of these numbers together into one comprehensive high-level overview.
- They definitely don’t have the time to come through hours of screenshots, put numbers into excel, and then make a beautiful report that’s on-brand.
DO: 3. Report report report!
Similar to not falling off the face of the earth at the end of your campaign, many influencers post their content, let the brand know it’s live, and that’s the last time you hear from them.
Don’t leave your brand campaign with a …. at the end.
The brand you’re working with may have certain requirements that are different, but a really good rule of thumb to follow is to send a full wrap-up report seven days after the content goes live.
DON’T: 4. Don’t forget to report on your brand campaigns once their full reach is hit.
For platforms that take longer than seven days (Pinterest and blog posts mainly) to really see the expected reach, follow up with a 30-day report as well.
For Pinterest and blog posts…
- 30-day report
- 60-day report
- 90-day report
Providing a clear, ongoing overview of how the campaign is performing is truly the best way to put your strongest foot forward and let the brand know the results you drove them.
For brands, many times it’s incredibly hard to measure the results of influencers when they don’t send over any kind of report at all or it’s only a couple screenshots.
- Not easy to prove your worth as a creator when you don’t connect the dots to show what working with you actually did 🤷🏼♀️
- Difficult to be proud of the results you drove because you don’t truly get what you even did 🤷🏼♀️
- Doesn't make you confident in your brand, your work, or your audience when you’re negotiating for brand deals in the future
When creators can report correctly to brands at the end of campaigns, this opens up SO many doors for them.
- Gives credibility to charging higher prices and insisting on longer-term collaborations
- Creates easy-to-access case studies that can be used for future negotiations
- Helps brands and agencies see them as a true, go-to partner - an extension of their marketing department
Kalypso is here to take the edge off that responsibility – with a few clicks, your entire brand campaign is beautifully reported on in one dashboard. Take all of your metrics from Pinterest, YouTube, Instagram, or your blog post and create a comprehensive overview full of metrics that brands actually care about.
DO: 5. Send an email at the beginning of each quarter checking in.
Another tactic on our list of how to wrap up an influencer campaign? Send an email checking in at the beginning of each quarter.
As budgets shift, priorities swap and even global events like COVID-19 shift the influencer marketing space, it’s always to your benefit as a creator to touch base with every past brand partnership each quarter.
What’s the goal of this quarterly check-in? Learn about...
- New priorities/canceled marketing projects
- New product launches
- Fast turnaround opportunities
- Q4 holiday campaigns (if that is coming up soon)
- Seasonal launches and promotions - spring break, summer, back-to-school, Halloween, etc.
Using your past relationships with brands you've already partnered with is usually the lowest-hanging fruit. They know you, they (hopefully) love you, and this is when relationship building really comes into play.
One more time...
You worked hard to build that relationship in the first place, send end-of-campaign reporting to ensure brand KPIs were hit, sent your thank yous, and everything else.
It’s WAY more cost-effective for you to touch base with a past brand for new campaigns versus pitching to a new brand.
DON’T: 6. Don’t forget to ask for a testimonial.
Social proof is one of the most valuable marketing tools out there - it’s key to easing the minds and worries of potential customers when they’re debating purchasing something.
For creators, social proof can play a major role in securing more brand deals, especially long-term monthly campaigns.
Personal endorsements are the most impactful source of social proof; especially if it’s a referral (aka, a testimonial from an identifiable professional or company). 70 % of buyers rely on online reviews to influence their purchasing decisions and an overwhelming 90 % turn to recommendations from people they know.
They check ALL of these boxes:
- Establishes trust
- Proves legitimacy of results
- Eases “buying” concerns (or in this case, “signing you for a campaign” concerns)
Like reporting dashboards of your past brand deals, testimonials are a huge thing brands look for in influencers in 2020.
Having testimonials showcases a few things:
- You’re business-savvy enough to understand how important they are
- You’re probably really professional in a campaign
- You have great past working relationships with brands
- If it’s a well-known brand, you get an authority and legitimacy boost, too
Not only are testimonials from brands you worked with an amazing tool to have on hand, but they’re also incredibly rare. It makes you massively stand out, and many times, brands feel like they can trust another brand.
Also, social psychology research proves implicit egotism - meaning that most people subconsciously like things that “resemble” us in some way. When it comes to valuing an opinion or recommendations, we’re more likely to value the opinion if it comes from someone more LIKE us.
Brands value other brands’ opinions.
Make sure you get the brand’s opinion on your work before you wrap up the campaign.
HINT: LinkedIn has a great subsection for this, but don’t forget to add it to your website too. Whichever platform you decide to use, don't forget to make it accessible.
How to Wrap Up An Influencer Campaign: 6 Dos and Don'ts
Staying in touch, utilizing reports, sending a quarterly check-in email, and asking for testimonials are just a few ways you can wrap up an influencer campaign in 2020. Many influencers don’t know how to wrap up an influencer campaign - so the good news is, you can massively stand out here.