Background
A few years ago, overseas influencer marketing was not the preferred channel for brands going global to reach potential customers and conduct marketing campaigns. Many brands were initially reluctant to include social media influencers in their marketing strategies, viewing it as optional and unwilling to allocate budget. However, due to the pandemic, global offline sales plummeted, and overseas brands turned to online marketing and live streaming. Although brands placed online ads, without professional opinion leaders hosting live streams, the promotional effects and sales performance were not significant. This prompted advertisers to delve deeper into influencer marketing and evaluate its effectiveness.
Key Information
As an agency specializing in overseas influencer marketing in Southeast Asia and Latin America, we have provided detailed answers to common questions brands have about influencer marketing:
1. What should brands first understand about launching an advertising campaign with influencers? Brands should clarify the reach of influencer ads and find corresponding influencers based on target audience, promotional direction, marketing channels, and exposure. If the influencer's audience does not match the brand's target audience, the campaign is doomed to fail. Influencer marketing is not just about ensuring video views; achieving targeted operations and evaluating the positive impact of the campaign is crucial.
2. How can advertisers know if an influencer is likely to achieve the set KPIs? How can they ensure completion? Brands need to communicate in detail with the agency to assess the likelihood of the influencer achieving the KPIs. To ensure the influencer meets specific KPIs, brands can sign a contract that includes necessary KPI conditions, with provisions for partial or full refund if not met.
3. Are there any limits on the number of edits for ad/video materials? Typically, revisions to video/post drafts can be done up to two times. Frequent modifications may incur additional costs, so brands should clarify requirements during the planning stage.
4. Can brands reject or change influencers after signing the contract and approving the influencer list? If stipulated in the contract in advance, rejection or changes are possible. However, agencies have already invested significant effort in contacting overseas influencers, so contracts often specify that if the brand rejects or replaces an influencer, it must reimburse the actual costs incurred.
5. What are the payment methods for overseas influencers? Payment methods depend on each country's payment system. Typically, influencers have independent bank accounts, and brands make direct payments. We recommend a transparent method of direct bank transfer.
6. What if an influencer posts a video that does not meet technical specifications, fails to post on time, or deletes the video after posting? Such violations are common. It is recommended that brands detail important campaign matters in the contract, such as music usage, posting date, integration duration, and ad placement. We include all conditions in the marketing plan and send them to the influencer. To prevent video deletion, time limits or payment links can be added. The contract should clearly specify violations and penalties, such as fines or free posting of new videos.
Related Services
As an integrated overseas communication service provider, E-SENSE offers the following professional services:
- Integrated Overseas Communication: From strategy formulation to execution, covering the entire chain of brand globalization.
- International PR: Helping brands build overseas media relations and enhance brand reputation.
- Media Communication: Precisely connecting with overseas media resources for efficient exposure.
- Content Planning: Customized content creation tailored to overseas audience preferences.
- Brand Globalization Communication: Integrating multi-channel resources to facilitate brand globalization.
In influencer marketing, we help brands select matching influencers, set KPIs, manage contract details, and ensure smooth campaign execution.
Industry Insights
Influencer marketing is gaining increasing attention from brands. With the solidification of online consumption habits, overseas influencer marketing has become an indispensable part of brand globalization. Brands need to shift from merely pursuing exposure to focusing on precise targeting and conversion. Collaborating with professional agencies can effectively mitigate risks and enhance marketing effectiveness. In the future, influencer marketing will become more data-driven and standardized. Brands should plan ahead and establish long-term cooperation mechanisms.
Summary
Overseas influencer marketing is an important channel for brand globalization, but attention must be paid to matching influencer and brand audiences, KPI setting, contract details, and other issues. With expertise in integrated overseas communication, international PR, media communication, content planning, and brand globalization communication, E-SENSE helps brands efficiently conduct influencer marketing and expand overseas markets. Brands should invest rationally and collaborate with professional agencies to maximize marketing value.