Post Performance Report: Influencer marketing campaigns taking over our feeds

It’s time for another edition of the Post Performance Report (PPR), a series where we showcase social media posts and campaigns inspiring us, and explore what makes them so genius. We unpack how your brand can use these examples to spark your own scroll-stopping ideas—while maximizing your budget and doing more with less.

According to a Q3 2023 Sprout Pulse Survey, 81% of marketers agree influencer marketing is an essential part of their overall social strategy, but almost half struggle to measure the effectiveness of influencer campaigns. Since the opportunity for influencer marketing looms large, we decided to round up some of our favorite recent influencer campaigns, and demonstrate how they drive business results the C-suite cares about.

Let’s dive into our lineup of brands who excel at influencer marketing, and takeaways you can use to deliver compelling results.

Plot: The brand excelling on LinkedIn

Plot, the up and coming creative management platform, mastered influencer marketing on LinkedIn—a platform even large tech companies struggle to harness. And they’re only in the beta phase of their product launch.

The brand collaborated with trusted voices in the social media industry for the #PlotPartner program to tease their launch and encourage people to sign up for the waitlist. Like Chi Thukral, a Forbes 30 under 30 winner who works in social at HubSpot. In her recent post about the brand, she points out how she uses it day-to-day, and hits on specific pain points social marketers know all too well.

Another post from Lia Zneimer, the VP of Marketing at Teal, shares her candid feedback about how great she thinks the product is, and talks in more detail about the product itself.

The influencer buzz surrounding this new product coincided with Plot raising a $3 million investment round, which the brand will use to accelerate product development and launch the brand publicly. A moment all of LinkedIn is eagerly awaiting. 

The play: Consumers are discerning. They know influencer marketing isn’t the same as word-of-mouth recommendations from friends and family, and they don’t take influencers at their word. But you can still achieve genuine anticipation by allowing influencers to describe how they use your new product in their own words, and take consumers on a BTS journey.

But remember to always look for influencers and partners who actually use your product and understand how it works, especially if you’re in the tech industry.

YSL Beauty: The best date for Valentine’s Day

YSL Beauty, the luxury skincare and makeup brand, rained love on influencers this Valentine’s Day to promote the launch of their new Candy Glaze lip product. From gift giving to quality time to acts of service, YSL had every love language covered.

Leading up to the product launch, the brand sent heart-shaped Candy Glaze gloss press boxes to various beauty influencers. Every video was in the influencer’s unique style, suggesting YSL empowered them to give candid product feedback and put their own creative spin on the videos.

The perfect valentine gift from @YSL Beauty candy glaze lip gloss stick set. I’m wearing shade 5 💋 🩷💕 #yslbeauty #beauty #beautyblogger #lipstick #skincare #cosmetics #lipgloss #nycblogger #ysl #valentinesday #fypシ

♬ L'amore dice ciao (From 'La matriarca ' The Libertine') ' Main Titles ' Armando Trovajoli