In the year of our lord 2025 (yes, it is now officially 2025, jeez!), any good social media marketing agency in Melbourne (let alone Australia, or indeed globally) needs to have an influencer marketing strategy. What might have seemed disingenuous and trite even 5 years ago has exploded in popularity due to algorithm changes that prioritises high-quality content, regardless of its origin or intent. Social media influencers are changing the landscape permanently and while once upon a time simple organic posting would suffice for a brand, the truth is that is simply no longer the case. Let’s discuss what an influencer marketing agency can handle.
Of course, where it all starts is with a strategy. It’s no good just running off and finding the most popular social media influencers out there if they don’t align with your brand or product. What are you trying to accomplish with these partnerships, and what do you want to get out of them? For The Faith Agency, some of our FMCG advertising clients typically have looked for influencers to produce reels highlighting their quality products but also produce recipes and written content to help bolster these brands’ websites. Others, say, in the retail advertising space, have needed straight product reviews in the form of longer reels that offer unfiltered reviews. The point is that if you don’t know what you need, these social media influencers won’t know where to start.
At this point, it’s also good to understand what your budget is. If you only have $30,000 over 12 months, you’ll end up with a very different mix of influencers as opposed to having a budget of $300,000. The reality is that no two influencers are the same, and the same is true for their rates. Having a social media marketing agency that knows how to negotiate with influencers and their management is crucial to ensuring that you get the right social media influencers aligned with your business.
With that budget set, identifying influencers is the next key outcome. Good old fashion research paired strategic partnerships with key management groups can ensure you get a solid mix of micro-influencers and larger profiled personalities to help build a cohesive mix of talent. Being able to brief each of them cleanly and clearly aligned with your previously outlined goals is crucial, as is your ability to communicate budgets and expectations. Contract management is often (though not always) an important factor as well, so have your big boy pants ready!
Having identified what your goals are, how much money you have and who you’re going to work with, influencer marketing agencies really get to work. Coordinating delivery of products, reviewing content proposals and ultimately critiquing creative deliverables are all critical functions of social media influencer management. Remember, the agency must always act as the intermediary between the creator and the brand, so translation is critical (a skill not everyone has).
But once you have creative approved, it’ll go live and everyone will be happy, then you need to conduct post-campaign analysis, both month to month but also across a larger timespan to ensure that your strategy is actually working. Feedback from the client at this point (not just quantitatively but also from an overall quality perspective) is really important. It’s amazing what time and distance from the post does to their perception of the content, so it’s important to take the time to identify what went well and what didn’t.
As a leading influencer marketing agency in Melbourne, The Faith Agency are well-poised to help businesses from all industries (not just retail and FMCG, but also B2B, healthcare and professional services) coordinate their social media influencer strategy. Contact us today and let’s see how we can work together.