There is no perfect time to do anything. Influencer programs and marketing is no different. Some artists and marketers start by using free platforms like Tik Tok and Instagram to test songs and content. The content that performs best is then used (by smart marketers like us 😏) to partner with the appropriate influencers. 

Key point here. If you plan on using influencer marketing, don’t focus on their follower count. Focus on who they reach, who engages with them and the rate of engagement. We invest a portion of our resources into researching and better understanding our network of influencers. Pairing the right artist and content creator is vital to achieving campaign success. 

If you have a firm understanding of your audience, then bringing in influencers earlier in your rollout can be a benefit. This works best to bring early awareness of a new song or project. Established acts use larger activations and multiple influencers, but they each have a specific demographic that they reach. Collectively these influencers broadly cover the artist or brand’s target market. 

If you’d like assistance with setting up the most effective influencer campaign for your next release contact us by replying to this email.