Unlocking growth: the art of scaling influencer marketing programs

When it comes to influencer marketing, scaling your campaigns is crucial for growth. By overseeing thousands of influencer campaigns, we’ve learned that it’s all about optimizing your pool of influencers and building meaningful relationships. Here are 6 tips on how to scale influencer marketing!

1. Start with a small group of influencers

Begin with a small group of influencers and increase their number as you become more comfortable and confident in your influencer marketing strategy. 

To expand your reach, consider collaborating with influencers from different niches or demographics. Using influencer marketing platforms and tools can help streamline the process, making it easier to manage multiple influencers and campaigns efficiently.

2. Measure the results of every influencer

After the first collaborations, take some time to analyze the engagement metrics, click-through rates, conversion data, and ROI to ensure the collaborations meet the expected goals.

Additionally, you can collect feedback from both influencers and the audience to gain insights into what worked well and what could be improved. Finally, evaluate the campaign’s impact on brand perception and sales to measure its overall success.

📝 Read more: full guide to measuring influencer marketing

6 influencer marketing KPIs to measure

Here’s a list of 6 influencer marketing KPIs you should track:

1. Reach – how many people did see the collaboration posts;
2. Engagement – likes, comments, and saves on the post;
3. New followers on the brands’ Instagram page;
4. Indirect metrics, such as website traffic or branded searches;
5. The number of leads, purchases, and revenue generated;
6. ROI – sales revenue compared to the marketing investment;

3. Optimize your pool of influencers

According to the Pareto principle, 20% of the efforts bring 80% of the results.

That also applies to influencer marketing: usually a minority of your influencers bring the majority results. Thus, you need to identify your best-performing influencers and nurture them into brand ambassadors.

In a nutshell, your influencer marketing strategy should be optimized like this:

▸  Start with a small group of influencers
▸  After 3 months, choose 20-40% of influencers who brought in the best results
▸  Turn these influencers into brand ambassadors, and switch the remaining into new influencers
▸  Repeat the process – just like you optimize any other digital marketing activity.

This way, you’ll build an army of influencers who bring results to your brand 💪🏼

4. Turn your best influencers into brand ambassadors

One of the many benefits of long-term collaborations is that they require less management – not to mention that they bring better results for the brands!

Brand ambassadors are more than just partners; they become an extension of your brand, promoting it consistently and authentically. This transition allows you to maintain a steady and continuous presence in front of your target audience. 

Collaborate closely with these influencers, providing them with exclusive access, content, and incentives, and empower them to tell your brand’s story in their own unique way. The trust and credibility they’ve built with their follower will make them a powerful asset in scaling your influencer marketing efforts.

5. Start adding new influencers

To grow your influencer program, consider recruiting new influencers with relevant target audiences, values, and high-quality content.

In general, there are three ways to find influencers: from your own customer base, searching manually on social media, using keywords and hashtags, or using influencer marketing tools like Promoty. We definitely recommend using influencer search tools – you’ll save hours of time and find much better influencers. 😍

south african tiktok influencers

Finding South African influencers on Promoty’s influencer search tool

6. Leverage influencer relationship management tools

Scaling influencer marketing involves investing in influencer marketing technology.

In managing influencers at scale, the role of influencer relationship marketing software cannot be overstated. Tools like Promoty can help you identify and recruit influencers, track campaign progress, and manage communication with multiple influencers simultaneously. 

Influencer marketing requires a lot of communication – and we promise you, managing over 10 influencers is a lot of headache! Influencer relationship management software allows you to organize and automate your influencer marketing.

Here’s a short video on how Promoty helps you save time ✨

Moreover, Promoty provides valuable data and analytics to measure the success of your influencer campaigns, allowing you to make data-driven decisions for optimization. 

In a world where influencer marketing is increasingly competitive and complex, investing in the right software is a strategic move to not only scale your influencer program but also to ensure its long-term success. Start your journey with Promoty here! 🤍

Get detailed profile analytics for every influencer.

More on that topic: