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You’ve secured the collaboration, the content is live, and your brand is now in front of a new audience. But what happens after an influencer posts your video?
Over 70% of marketers consider YouTube to be one of the most effective platforms for influencer campaigns, thanks to its long-form content and high engagement rates. However, the real ROI comes after the video goes live.
We’ll walk you through exactly what to do after an influencer has posted, including how to nurture long-term partnerships, track performance metrics, and scale your influencer program efficiently. Plus, we’re sharing free YouTube influencer relationship management templates to help you streamline communication, improve follow-ups, and maximize your campaign results.
The posted and relationship management stage is crucial to wrap up your initial campaign, thank the influencer for their video and most importantly, build a lasting relationship to maximise ROI for your influencer program.
The reason why this stage is crucial, is because you now have the data you need in order to decide how to continue with these influencers. The key here is to foster lasting relationships with your performing influencers, where you can encourage continuous posting and exposure to maximise the marketing impact for your brand.
In order to understand how to structure your campaign, and how to properly communicate to influencers, we always refer to the 4 stages of your influencer campaign.
This is the first step of your influencer campaign where you contact a new influencer for the first time. Your main objective here is to maximise your reply rate to get as many influencers as possible in your pipeline. Read about the right influencer outreach strategies, and get free templates here.
If you still haven’t found the right content creator, then you should give a try to our YouTube influencer finder tool. You can compliment this with our free YouTube analytics tool, to get a comprehensive report regarding the channel that you are interested in.
Once an influencer replies you will typically move to the negotiation stage where there can be two outcomes. 1. The influencer agrees to your proposal or 2. The influencer asks for more money. To access the right negotiation strategies as well as templates for your Youtube campaign, read our full article on Influencer Negotiation Templates here.
Once you agree to the terms with the influencers you typically move into the awaiting post stage. The work isn’t over yet it is a crucial moment where you should follow up with the influencer to make sure that they will post. Read more about the right strategies and access our influencer outreach awaiting post templates here.
Once the influencer has completed the post you ideally want to build a long lasting relationship to continue to benefit from the partnership. Building a strong relationship with the influencers that you partner with is a key step in any YouTube influencer marketing campaign, and for that you need solid management.
This is the stage we will cover in this article.
The Posted stage is the final step of the first collaboration, where you evaluate the performance of the influencer’s video, including engagement and conversions. This assessment helps you grasp the success of your campaign and the influencer’s impact on your brand.
Click here to view the full influencer workflow chart.
Besides thanking the influencer for the video, you now want to decide how you can continue to work with these influencers to maximise the impact for your campaign. The most effective way of doing this is categorising your influencer based on performance.
We recommend to segment them into the following 3 performance categories:
This will allow you to strategically allocate resources to the influencers which matter most.
We often mention the strong power law distribution in influencer marketing, which implies that the majority of the sales are generated by a small group of high performing influencers. The key challenge is to identify these influencers which can make the difference.
Below is an example of how the performance distribution can look like. The data comes from a D2C brand in the home & living space who organised a Black Friday campaign leveraging influencers as the only marketing channel. The brand was able to achieve a total revenue of $665.2K during November and December.
As shown in the chart:
What’s even more revealing is the breakdown of how many influencers contributed to those numbers. As the chart shows, only 2.1% of the influencers participating in the campaign were responsible for over 60% of the revenue.
This highlights the importance of identifying and nurturing your top performers.
Focus on your high-performing influencers. Send them flowers, handwritten notes, or even give them a call—whatever it takes to build a meaningful and lasting relationship. The more of these influencers you identify, the stronger your campaign results will be.
Below is an overview of the top 10 performing influencers from this campaign.
For a deeper dive on how to optimise ROI with high-performing influencers,
When working with these influencers, it is important to understand that spending too much time on communication can put pressure on your ROI. This doesn’t mean that there is no value in these relationships, it just means that you should be strategic about the resources you allocate in managing these partnerships.
It's still important to express gratitude for their efforts and offer ongoing support. While their initial post may not have yielded high conversions, you can encourage them to continue sharing your affiliate discount on new videos or on other platforms.
This not only supports your campaign but also motivates the influencer to remain engaged with your brand by potentially boosting their commission.
Here's a customizable template you can use to guide your communication with low performers:
Hi {{firstname}},
Thank you so much for the beautiful video! Your participation in our campaign means a lot to us, and we appreciate your efforts. :)
We have left your link and code active so you will continue to earn affiliate commission. Feel free to use the link also on other platforms which will benefit your affiliate earnings :)
In addition, I have sent you an invitation to the Dashboard so you can create your log in, put in your bank details, and track your commission.
Your collaboration is incredibly valued.
Thank you once again for your amazing support!
Best,
ENTER YOUR NAME
Based on the 80/20 principle, you will notice that most of the influencers usually fall into this category.
To still capitalise these relationships we typically recommend to activate them during peak selling seasons, such as Black Friday or a summer seasonality campaign if fit. To do so, you can either offer a higher discount code or commission percentage.
The main idea is giving these influencers new and better opportunities for them to share more, and give them a new chance at performing.
These are the influencers which will help build your brand into household names, which is why you want to nurture the relationship and ensure that they will continue to be engaged and ideally become brand ambassadors. We recommend sending a flower bouquet or something special to show your appreciation and make sure to onboard them for a continued partnership.
To keep them engaged and double down on this opportunity, you could also consider sending them a new product to try out. This not only keeps them excited about your brand but could also lead to additional posts.
By consistently offering influencers new opportunities to experience your products, you encourage them to continue spreading the word about your brand. The ideal scenario is to transform them into loyal brand advocates or even brand ambassadors who actively represent your brand across various platforms.
Use the following customizable template to guide your communication and strengthen your relationship with medium and high performers:
Hi {{firstname}},
Thank you so much for your beautiful video!
We would love to continue to work with you and send you our ENTER NAME OF NEW PRODUCT for you to try! ENTER SHORT PRODUCT DESCRIPTION.
I have also sent you an invite to your dashboard where you can see your earnings. If you connect your bank details in your dashboard we can process the payment :)
Can we send you the new ENTER NAME OF NEW PRODUCT?
Best,
ENTER YOUR NAME
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Seasonality campaigns are the best way to maximise your ROI from your influencer program, because the narrative on the post is conversion focused, and it conveys a sense of urgency.
When managing a campaign at a larger scale, having access to the right tools is essential. With Influencer Hero you can manage your campaign end to end from one centralised influencer CRM.
Managing the relationship with influencers post-campaign is of paramount importance in maximising ROI and building a sustainable influencer program. By categorising influencers based on performance and strategically allocating resources, brands can focus on nurturing high performers and optimising engagement.
Furthermore, using templates and tools like Influencer Hero streamlines communication and ensures efficient management. Continuously fostering these relationships will enhance brand loyalty and drive long-term success in influencer marketing.
YouTube influencers can create various types of content including unboxing videos, product reviews, tutorials, sponsored vlogs, giveaway contests, and collaboration videos. It’s a key platform if your target audience is GenZ, as it is their main source of product reviews.
While gifting campaigns are possible (read more on how to effectively negotiate with Youtube influencers here), the cost of running a YouTube influencer campaign can vary widely based on factors such as the influencer's reach, engagement rate, niche, and the type of content. Micro-influencers may charge anywhere from $100 to $1,000 per video, while top-tier influencers with millions of subscribers can charge $10,000 to $50,000 or more per sponsored video. It's essential to set a budget and negotiate rates based on the value the influencer can bring to your campaign.
Common mistakes in YouTube influencer marketing include choosing influencers based solely on follower count without considering engagement, failing to set clear campaign objectives, not allowing influencers creative freedom, neglecting to track and analyze campaign performance, and not fostering long-term relationships with influencers. Avoiding these pitfalls can help ensure a more effective and successful campaign.
YouTube influencer marketing can improve brand awareness by leveraging the influencer's established audience. Influencers create engaging and authentic content that resonates with their followers, which can introduce your brand to a new and relevant audience. Consistent collaborations and high-quality content can help build your brand's visibility and credibility over time.
The success of a YouTube influencer campaign can be measured using various metrics such as views, engagement rates (likes, comments, shares), click-through rates (CTR), conversions (sales or leads), and return on investment (ROI). Additionally, using tracking URLs and promo codes can help in assessing the direct impact of the campaign on sales and website traffic.
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