Felicia Östman shares important insights into the world of influencer marketing campaigns, along with the three core principles she builds her strategy around. A must-read for anyone working with creators, brand partnerships, or digital marketing!

We’re not getting enough out of our influencer campaigns.

That’s something I often hear from clients I meet.

And you know what? It’s not surprising. Many campaigns focus on reach but forget about relevance.

Here are three key principles I always come back to – and that are crucial to include in every campaign:

Choose creators based on goals, not follower count.
Are you aiming for sales, engagement, or brand awareness? That affects not only which profiles you select, but also how the campaign is structured.

Maximize the content.
Invest in rights and repurpose the material across channels and paid social. See the campaign as part of your overall content strategy, not a one-off.

Measure, analyze, adjust.
Set clear KPIs from the start, track performance continuously, and optimize along the way. That’s how you create long-term impact – both in reach and conversion.

Are you working with influencer marketing today?

What’s worked best for you?

Swing by for a quick coffee and let’s chat!

AUTHOR
Felicia Östman
Influencer Partnership Specialist
+46 700 50 17 70
felicia@unitedinfluencers.se
United Influencers Sweden

PUBLISHED BY
Lina Sallander
Influencer Researcher & Marketing Coordinator
lina@unitedinfluencers.se
United Influencers Sweden

FOR MORE INFORMATION
Jakob Wigselius
CEO Scandinavia
jakob@unitedinfluencers.se
United Influencers // ELLE Norway

“MEASURE, ANALYZE, ADJUST”

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