This influencer database template can keep your in-house creator campaigns organized. We share our tips and a template for building your database of influencers.
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Spoiler alert: building an influencer database can be a time-intensive process.
This is true even if you still have your past creators' information from previous campaigns.
Assuming you're not using an influencer management tool, putting your influencers’ info into a spreadsheet or CRM makes sense. Digging through endless emails and DMs is a no-go for tracking your creator campaigns, right?
But we’ll bite: the process of creating an influencer database is daunting for the first time.
We've got you covered, though! Having powered tens of thousands of influencer campaigns, we know all about what it takes to keep them organized.
Below we share firsthand insights to help you build your own influencer database. We'll also share our influencer tracking template so you can track campaigns in progress!
If you want to be as efficient as possible, you need to keep your creators' info in one place.
That’s because creating multiple influencer lists leads to duplication and outdated details. Bouncing between multiple platforms and spreadsheets is a huge time-waster, too.
Streamline managing your influencer database by keeping everyone’s details in a single document. If you aren't using a platform or CRM, influencer tracking spreadsheets are the-go alternative. Excel, Google Sheets and Numbers are all fair game.
Below is an example from our own campaign tracking spreadsheet. This doubles as an influencer database template you can copy and adapt for your own business:
After you pick your preferred database platform, it's time to start filling out details.
Let's assume you're already running influencer campaigns or researching creators. If so, you should pull the information you've collected into your database document.
There is no “right” way to fill out a database. That said, it’s easy to get overwhelmed with details and data points when managing multiple creators.
Consider starting with the following information for each influencer:
Creating sections for the details above keeps your research and outreach processes organized. This will also cut down on errors like duplicate contacts.
Trust us: you don’t want to accidentally reach out to the same influencer twice or mix up your creators. Likewise, you need to keep contact information up-to-date. Doing so will prevent shipping slowdowns or sending products to the wrong influencers.
For example, our influencer database template already has these fields built-in by default.
Creating specific labels for each stage of your influencer relationships speeds up communication. This could be a separate column to add to your influencer spreadsheet template or a color-coded system to identify what stage each creator falls into.
For outreach, these stages might include:
For influencers you’ve worked with, you can categorize even them further:
Figuring out how to categorize influencers may take some trial and error.
Consider including a “last date contacted” column and checkboxes to monitor everyone’s status. Here’s an example from our influencer spreadsheet:
You may also want to divide content creators based on the platforms you’re running campaigns on. For example, you might maintain a dedicated Instagram and TikTok influencer database. This may not be necessary if you’re only working with a handful of contacts, though.
Note: If most of your contacts are ending up on the “Ghosted” list, you should reassess your pitching process. There are plenty of reasons why influencers don’t answer your emails. Need to level up your outreach? Check out our guide to pitching influencers that features templates and real examples.
Building an influencer database can be a smart way to organize your contacts on a small scale.
But don’t neglect the importance of consistently adding creators to your roster.
As you continue finding new influencers, make sure to include them as part of your database. Cycling in new talent alongside existing creators makes sense. This guarantees that your campaigns feel exciting as you tap into your new creators’ fresh ideas.
Brands today are seeing results by working with a high volume of influencers (think: hundreds, not a handful). That's because competition is fierce and the talent pool of influencers is deep.
Of course, maintaining an influencer database is a long-term balancing act that can get pretty overwhelming. Be careful not to get so hung up on adding new talent that you neglect your existing brand ambassadors. Maintaining ongoing, professional relationships with influencers is crucial.
That’s because long-term influencers are invaluable to brands. The longer a creator works with you, the better they can represent your company and convey your value proposition.
Also, consider how new and existing influencers with small audiences now could see a surge of followers in the near future. An influencer tracking spreadsheet can record these details.
Chances are you have a lot on your plate already. We get it.
And so you’re probably wondering if all of this is really worth the effort.
Consider the upsides of having an organized influencer marketing database:
Again, the alternative to consolidating your creators’ information is constantly scrambling for it. If nothing else, a database cuts down on the day-to-day stress of managing campaigns.
The caveat here is that this only rings true if you're partnering with creators on a small scale. For brands partnering with hundreds of influencers, a simple spreadsheet isn't a realistic way to do it.
Let’s say you’re not sure if you want to take a DIY approach to your database.
Purchasing a database has its pros and cons. That said, here are some considerations:
Of course, creating a database isn’t as simple as filling out a spreadsheet. To wrap things up, here are some of the challenges of managing an influencer database on your own:
Databases can be a huge help if you're managing a handful of influencers in-house.
But don't underestimate how much work goes into building your own influencer database.
Copying and pasting contact info. Documenting shipping updates. Tracking performance.
Influencer marketing should be about earning awesome content, not the tedious tasks above.
If you want to eliminate 98% of the workload involved in running influencer campaigns, Statusphere's software can help. Our software was built to automate everything from matchmaking and fulfillment to content rights management and influencer reporting.
Our platform consolidates all of your creators' content and performance metrics in one place. We also handle all communication with our community to ensure timely product deliveries and authentic content.
And unlike other influencer platforms, Statusphere is designed to specifically help brands earn hundreds of ongoing, authentic posts. No heavy lifting on your part and no spreadsheets!
Want to learn how our software works? Get in touch with one of our experts to see how our platform can save your team serious time while earning guaranteed influencer content at scale.
This article was first published in November 2019. It was last updated August 29, 2024.
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