A marketer’s perspective on pay-per-post and sponsored posts Pay-per-post can be a great asset to any influencer partnership campaign. It can also give marketers a better idea of the process of the campaign, and help shape future planning. If you pay an influencer, you have the leverage to negotiate access to the most precious marketing commodity of them all: data. Prioritize direct response activations and establish
the tracking and attribution infrastructure to understand a creator’s contributions to your business goals, even if you’re not paying them on performance.
Depending on platform andmedium, you can ask influencers to include swipe up links, unique promo codes, links in their bios/descriptions, or directions to a unique landing page. You can even attribute credit based onpoint of sale (POS) surveys, where a customerself-designates if an influencer pushed them to convert. Baking this data into your strategy will help you be better informed for future campaigns in terms of expectation vs. delivery. By analyzing influencers’ performance, you can refine and reshape your campaigns — and improve your ROI over time.
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