Given the immediate effect of influencer marketing on installs or sales, it can be tempting to see the channel as a short-term solution to get quick results.
This however, takes away the true power of influencer marketing.
As the use of ad-blocking software continues to rise, if scaled correctly influencer marketing can be a much-needed alternative to online display advertising.
The key is to stop looking at influencer marketing as single stand-alone campaigns, but as instead a channel in its own right.
With the ability now to attribute click through rates, ranking improvements, direct installs, organic installs and product orders it is possible to accurately measure the return on investment of YouTube influencer marketing.
This in turn makes it possible to build an efficient influencer marketing channel that will continuously deliver to help brands meet their weekly, monthly and quarterly marketing goals.
Measuring the return on investment of influencer content is essential to building a successful influencer marketing channel.
With tracking links and the attribution of content effects, including sales, rankings improvements and installs, back to specific pieces of influencer content it means the effectiveness of each campaign can be accurately calculated.
As such brands can test to see which influencers and which content formats work the best for their marketing goals and continue to work with those which give the most impressive performance.
The longer brands use influencers for their marketing, the more efficient the channel becomes.
Using the test results, brands can optimize their influencer briefs to get the content and influencers that work best for their goals.
The short-term pay off from the first few campaigns will not be the most optimized return on investment the same brands, even with the same influencers, can expect.
There will be a limited number of influencers who give brands a return on investment deemed acceptable to its unique key performance indicator goals.
There might be millions of social media creators, but there are not millions of creators who will deliver your best return on investment.
To build an influencer marketing channel, brands need to identify which influencers perform best and hire them for recurring deals or long-term sponsorships.
Brands can even sponsor an entire channel, or influencer, indefinitely.
Companies already using influencers in this way, including L’Oreal Paris, are carving out a future beyond online display advertising.
By embedding the endorsement within content the audience (target customers) chooses to watch, as opposed to something which can be skipped or blocked, they are capturing the market not being reached with display advertising.