Three pillars make up a successful influencer campaign – authenticity, optimisation, and consistency – but many marketers forget the significance of consistency.

Why it matters

As influencer marketing grows – it is expected to be a US$13.8 billion market by year- end 2021 – brands need to treat it with the same attention to metrics and measurement as other channels.

Takeaways

• One reason consistency is such an important pillar in influencer marketing is that it provides a richer dataset to work from for optimisation.
• The right frequency of collaboration depends, but a minimum baseline is working with an influencer at...