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Abhishek Vyas

Every type of marketing has an objective that is based on performance. People do not want to pay for failed strategies that do not generate revenue or adequate results. Performance-oriented marketing or result-oriented marketing takes place when payment is only made once the expected result is achieved.

In the marketing domain, the expected results could be in any metric such as website traffic, ad-clicks, views, engagements, or sales. The primary objective of performance-based marketing is to drive business growth.

As digital marketing becomes more competitive, influencer marketing is also becoming more focused on a performance-based approach. For example, let's say you have an app and want to promote it over social media for more leads that generate app downloads. If you approach a potential influencer, you will only have to pay per lead. Each time someone instals the app through the influencer's lead, you will only have to pay for that lead. This approach is more convenient and feasible for both influencers and brands in the long run, creating a mutually beneficial collaboration.

The influencer marketing industry is predicted to become more performance-based in the coming years, as brands increasingly prioritise lead generation metrics. However, experts caution that completely ignoring the branding aspect could lead to a backlash against the marketing strategy.

Marketing campaigns now focus solely on influencers who have a proven track record of delivering promising results. To ensure success in terms of ROI and lead generation, agencies are developing their own influencer analytics tools to track the right influencers for each brand. This underscores the importance of measuring the effectiveness of each campaign.

A successful performance-based campaign should incorporate the following factors:

- Understanding the target audience by analysing their demographics, values, and requirements.

- Selecting an appropriate influencer with a proven track record in the relevant product vertical.

- Collaborating with the influencer to set measurable KPIs and monetization proposals that prioritise result-driven content engagement, thereby helping users understand the product's value and benefits.

- Tracking the campaign frequently using given metrics to optimise it with a performance-oriented approach.

Benefits of Performance-Based Influencer Marketing

By adopting a performance-based approach, common influencer marketing KPIs such as conversions, sales, PPC, CPC, and impressions can be achieved more effectively. This new approach is expected to deliver better outcomes and be more proportional to influencer pay, making it an ideal marketing model that promotes transparency and measurability.

Performance-based campaigns can also result in better compensation for influencers, as brands are able to achieve their desired KPIs. This transparent, measurable, and trackable market model is ideal for influencer marketing, and it may be the next big trend in the industry.

This new marketing model has been introduced due to a variety of factors, including the need for greater access to monetary benefits, risk management, competitiveness, and influencer-tier considerations. The shift towards performance-based influencer marketing is promising, as it stands to benefit brands, influencers, and agencies alike.

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