5 Challenges and Solutions of Working With a Large Team of Influencers

Influencer marketing is positioned as an effective and widely used tool for marketers throughout 2024. In fact, last year, influencer marketing spend increased approximately 3.5 times faster than social ad spending. If you’ve had success working with a handful of influencers, you may be ready to scale your efforts with a bigger, multi-influencer campaign. But before you amp up your marketing efforts, you’ll need to have a plan for the logistical challenges that can arise from managing a large team of creators. Here are some common hurdles to prepare for, as well as solutions to help smooth out the process.

Researching influencers

When you’re only working with a few influencers, it’s relatively easy to find a few content creators that fit your needs based on target audience, tone, and shared values. A quick search through of your followers or best customers can quickly provide a few options. With a bit of research and vetting, you can launch your campaigns at a scale that’s manageable, even for a small team.

But recruiting, say, 50 influencers for a broader campaign can be an incredibly time-consuming task. Consider investing in a comprehensive influencer marketing platform to supercharge the influencer discovery experience. With industry-leading platforms, such as IZEA Flex, your team can search through millions of social profiles and filter across channels, locations, and demographics to find the right creator for your campaign. You can also work with our full-service team to have this influencer discovery process streamlined for you.

Negotiating contracts

Although you can start by looking at some average per-post payments for each platform, it’s vital that your brand look at factors beyond just number of followers. While a creator’s audience size will definitely play a role when calculating an initial offer, brands should also consider:

• Engagement: A smaller following with a highly engaged audience may be more valuable
• Niche: A creator who specializes in your brand’s niche may have more potential to be a long-term partner
• Experience: An experienced influencer will probably need less coaching and oversight
• Brand-specific experience: A creator who is already a customer or brand advocate will likely have a better understanding of what you’re hoping to get out of the campaign
• Cross-platform appeal: Influencers with engaged followers on multiple platforms provide the potential to expand the campaign’s reach—and future campaigns
• Loyalty: A creator who has worked with or promoted the competition may or may not be worth a higher rate of pay
• Repurposing content: Brands that plan to reuse creator-generated content or UGC from the campaign may need to offer more generous compensation for the additional assets they’ll gain

You’ll need to consider all these factors before determining an influencer’s market value, the initial offer you’ll make, and your cap for any potential negotiations.

With a large team of influencers, there will be a lot of details to sort and it’s best to assign a single point of contact to handle it all and provide frequent updates to your campaign team. If your team is short on time, this is where influencer marketing solutions come in handy.

Campaign launch and management

Once you’ve selected and vetted your influencers and come to an agreement about payment, you’ll need to provide every influencer with a brief that outlines expectations and deliverables. At a minimum, this document should cover the following:

• Campaign goals
• Key products or services you’ll be promoting
• Brand messaging (including what not to say or do)
• Content prompts
• CTAs
• Themes (and color themes, if relevant)
• Social share requirements (hashtags, links, brand assets, imagery guidance)
• Deadlines and timelines
• Exclusivity and licensing requirements
• Disclosure guidelines, like preferences and FTC requirements

Your designated campaign manager will need to not only oversee the campaign, but also be available to answer questions from creators. In addition, they’ll need to quality check content before and during the campaign and respond to comments and questions from consumers.

Also ensure that someone is frequently checking links, landing pages, and website visits to avoid mishaps from technology glitches that can stop conversions in their tracks and tank your ROI. These are all tasks IZEA can help with for large-scale campaigns.

Gathering and managing content

Analytics

One of the most challenging components of any large-scale campaign has always been measuring its results. Traditional methods for determining performance might have relied on self-reporting from creators or evaluating each influencer’s results individually. But thanks to widely available software, influencer marketing platforms, and agencies, most brands can now choose a simplified process that aggregates data on an all-in-one dashboard.

If your brand wants to track the campaign performance across a large team of influencers, look for software that offers a customizable and exportable comprehensive suite of tools. Many of these powerful tools, such as those offered by IZEA Flex, can even pull performance data from across links and social handles, as well as provide sales and conversion metrics from integrations with Google Analytics and Shopify.

Don’t let the challenges of expanding an influencer marketing efforts deter your brand from launching a large-scale campaign. With a detail-oriented campaign point person, specialized software, and some knowledge about negotiations, you’ll avoid many of the common issues that arise — or have solutions ready.

If your team is strapped for time, reach out to our full-service influencer marketing team.

Influencers:

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Marketers:

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