Takulandilaninso ku Post Performance Report—mndandanda womwe timapanga ndikusanthula zolemba ndi makampeni ochezera pa TV zomwe zimatilimbikitsa, ndikufotokozera zomwe zimawapangitsa kukhala anzeru kwambiri. Sitingoyang'ana kupangidwa kopanda cholakwika kwa positi kapena kampeni iliyonse, koma zotsatira zamtundu, nawonso. Nthawi ino, tikulowa mozama mumakampeni apamwamba kwambiri otsatsa achaka. Malinga ndi kafukufuku wa Q1 2025 Sprout Pulse Survey, otsatsa ambiri amati zomwe zimapangitsa kuti zitheke kutulutsa zomwe zili mumtundu wamtundu malinga ndi kufikira, kuchitapo kanthu komanso kutembenuka, ndipo ena 65% ali ndi chidaliro chachikulu pakutha kwa gulu lawo kuwonetsa ROI ya zoyeserera.
Tikamasuntha zakudya zathu, zimadziwika kuti ndi ma brand angati omwe akubetcha pazamalonda. Yakhala njira yotsatsira malonda pazachikhalidwe - komanso ngakhale njira zachikhalidwe zotsatsira. Koma makampeni athu ambiri omwe timakonda amatsogozedwa ndi opanga ang'onoang'ono komanso okondedwa aposachedwa pa intaneti, osati oyambitsa kwambiri. Ogula amalakalaka kuti pakhale kuyanjana komanso kukhazikika (ndi mlingo wabwino wa chikhumbo), ndipo akutaya chikhumbo chawo cha zinthu zochulukirachulukira, zokoka zazikulu ndi zopukutidwa. Tiyeni tisiyanitse luso la kampeni, ma metrics ochita bwino komanso momwe amawonera kuchokera kwa akatswiri omwe ali kumbuyo kwa chogwirira chamtundu, kuyambira ndi Staples ndi "Staples Baddie." Staples x The Staples Baddie: Lolani antchito kupanga "The Staples Baddie" - yemwe adapanga Oblivion (@blivxx), yemwe amapita ku Kaeden tsiku ndi tsiku - ndi wantchito weniweni wa East Coast Staples. Adayamba kutumiza za kuthekera kwa mtunduwo pa TikTok, makanema omwe apeza mawonedwe opitilira 10 miliyoni.
Oblivion imasonyeza momwe makasitomala angapangire chirichonse kuchokera ku masitampu achizolowezi kupita ku makapu osindikizidwa - pamene akusunga nthawi ndi ndalama zambiri. Opereka ndemanga pamakanema ake nthawi zambiri amati watsegula maso awo pazinthu zingapo za Staples zomwe sanazidziwepo. Malinga ndi Influencer Marketing ndi Sprout Social, Oblivion ali ndi chinkhoswe cha 23.4% - 23% yochititsa chidwi kuposa omwe adapanga ofanana. Kunena zowona, zomwe amapanga zimapangidwa ndi antchito. Koma Staples atamuwona akudwala, sanachedwe kumulimbikitsa kuti azingolembabe, kuyankha pa zomwe adalemba, kumutumizira phukusi la chisamaliro komanso kuyankhula pagulu momwe amamukondera. Chizindikirocho chinangolengeza mgwirizano wawo, pambuyo poti mafanizi ake adapempha chizindikirocho kuti chikhale chovomerezeka.
Monga Bob Sherwin, Staples 'CMO, adauza New York Times, "[Zakhala] zodabwitsa kuwona zomwe Kaeden zikumveka kwambiri ... Sewero: The Staples Baddie ndi chikumbutso champhamvu kuti antchito atha kukhalanso okopa. Opanga antchito ali ndi chikoka m'madera omwe ali nawo pa intaneti, ndipo akhoza kukhala gawo lofunikira la pulogalamu yanu yolankhulira antchito. Ngakhale ma brand sayenera kutengera zochita za omwe amapanga antchito, ayenera kupatsa antchito awo mpata woti adziwonetsere mwachibadwa, monga momwe Staples adachitira Oblivion. Ogwira ntchito akapatsidwa ufulu wopanga komanso chilolezo chopanga mtundu wawo, amabweretsa zokumana nazo zosiyanasiyana, umunthu ndi ukadaulo pazomwe zili patsamba lanu. Midi Health x @JustBeingMelani: Limbikitsani zomwe mwalimbikitsa kwambiri Midi Health ndi bungwe la telehealth lomwe limapereka chisamaliro chapadera kwa amayi omwe ali ndi zaka zapakati pazaka zapakati-mutu womwe gawo lazachipatala silinasamalidwepo mosamalitsa nthawi zonse. Monga chosokoneza m'malo azachipatala, chizindikirocho chatenga njira yachitukuko, ya digito kuti iwonjezere kuzindikira, zomwe zimaphatikizapo kuyanjana ndi olenga. Mgwirizano wawo wopambana kwambiri mpaka pano ndi Melani Sanders, yemwe amadziwika kuti @JustBeingMelani.
Wolemba komanso wolimbikitsa amadzifotokoza kuti ndi "woyambitsa wa Do Not Care Club™," yomwe imalimbikitsa azimayi omwe ali ndi nthawi yosiya kusamba, kusintha kwa msambo ndi postmenopause kuti adzipatse chisomo chochulukirapo. Analembanso buku la dzina lomweli. M'makalata ake apamwamba a Midi Health, Melani amatsatira mtundu wake wa positi, ndikulemba zinthu zonse zomwe akazi mu Do Not Care Club™ samasamala nazo. Mtundu wothandizidwa wa positiyi udakhala ndi zochitika zopitilira 150,000 mpaka pano, ndipo ndi momwe tidapeza positi koyambirira kwa chaka chino. Kanemayo adachita bwino kwambiri kuposa zomwe zili patsamba la Instagram ndi makumi masauzande. Pa Kutsatsa kwa Sprout Influencer, chiwopsezo chotenga nawo gawo chinali 3.2% (choposa chiwopsezo cha Melani cha 2.1%) komansondalama zomwe adapeza pazofalitsa zinali pafupifupi $362,000. Kuchita bwino kumeneku kumabwera panthawi yomwe opitilira kotala la ogwiritsa ntchito amafunafuna upangiri waumoyo komanso kudziwongolera pazamasewera, malinga ndi kafukufuku wa Q3 2025 Sprout Pulse Survey. Sewero: Pamene ma aligorivimu athu akuchulukirachulukira, ndikofunikira kuti mupange maubwenzi anthawi yayitali ndi omwe ali odalirika pakona ya omvera anu pa intaneti. Othandizira magwero pofufuza mitu yomwe amakamba-osati mikhalidwe monga kukula kwa omvera kapena malo. Ndipo positi ikachita bwino, ikani ndalama zina zolipirira kumbuyo kwake (ndi chilolezo cha wowongolera, inde). Matsenga amachitika pamene malonda olipidwa akumva ngati organic. DoorDash x Rob Rausch: Dinani mu chikhalidwe cha intaneti ndi fandoms Rob Rausch ndi wolimbana ndi njoka, nyenyezi zenizeni komanso woyambitsa mikangano. Atatchuka paziwonetsero za Love Island ndi Traitors, Rausch adalandira zotsatsa zamitundu yosiyanasiyana. DoorDash anali m'gulu loyamba kupanga mgwirizano, kutenga njira yosagwirizana. Ogwiritsa ntchito anenapo mosakhulupirira kuti akaunti yovomerezeka ya DoorDash ikuyika izi. Mosafunikira kunena, mtunduwo udayika patsogolo kupeza zabwino kuposa kukankhira ntchito yawo.
Njirayi imatsogoleredwa ndi Zaria Parvez, Mtsogoleri wa Social Social. Adauza nyuzipepala ya Wall Street Journal, katswiri wodziwika bwino wa chikhalidwe cha anthu kumbuyo kwake kuti: "[Dziko] lazotsatsa zachikhalidwe liziika patsogolo kanema wa ngwazi, ndiye kuti chilichonse chikhala chowonjezera ngati zitachitika. Kapena chithunzi chatsopano chopanda malaya Nthawi zonse timapanga zigawo zisanu ndi chimodzi mpaka zisanu ndi ziwiri zomwe, kwa ine, ndizofunika kwambiri kuposa ufulu wokhala ndi mizere, mwachitsanzo.
Njira yopanda mzere yagwira ntchito bwino kwambiri pa mgwirizanowu. Malinga ndi Sprout Influencer Marketing, kanema wapamwamba kwambiri wa kampeni adakweza chiwopsezo cha 18% pa TikTok - kukweza chinkhoswe 50x. Sewero: Social yasintha momwe timadyera TV, ndipo chifukwa cha izi, payipi ya nyenyezi-ye-influencer yakhazikitsidwa bwino. Kwa ma brand omwe amayang'ana kwambiri pakupanga chikhalidwe cha chikhalidwe, ndikofunikira kukhala gawo lazokambirana zamatsenga zomwe zikuchitika pagulu. Mukalumikizana ndi olimbikitsawa, pangani mphindi zapaintaneti, osati zotsatsa zolemekezeka. KFC x @TurnUpTwinsTV: Pangani limodzi dzina lanu The TurnUp Twins, Minnie ndi Mattie, ndi omwe adapanga ma jingle oyambilira - omwe apita patsogolo kuti apange Crumbl Cookie jingle mu 2024, kanema wowonera 80+ miliyoni mpaka pano pa TikTok. Alongowa adapereka chimwemwe chawo, mgwirizano ndi mawu okoma ku mgwirizano waposachedwa wa KFC kuti abweretsenso Twister Wrap yamtundu wa nkhuku yofulumira. Kanemayo adalandira zochitika zopitilira 15,000 pa TikTok ndi Instagram. Malinga ndi Sprout Influencer Marketing, vidiyoyi idalandiranso 4% yotenga nawo gawo ikatumizidwa kuakaunti yamtundu - chiwongola dzanja chokwera kwambiri kuposa chiwopsezo chapakati pamitundu yofananira (0.25%).
Kanema wa kanema wa TurnUp Twins ali ndi kukoma komweko kwa jingles m'masiku oyambilira a malonda. Chikhumbo chimasewera bwino ku KFC, popeza Twister Wrap inali yokondedwa kwambiri ndi 90s. Nyimboyi idagwirizana kale ndi KFC. M'gawo la ndemanga pa TikTok, ogwiritsa ntchito adalemba "Sungani! ndipo adachonderera kuti nyimboyo isanduke kukhala malonda. Sewero: Makampani opanga zakudya zofulumira, monga ambiri, onse akupikisana kuti asangalale akamatulutsidwa. M'malo mopanga mphindi zowoneka bwino, gwiritsani ntchito kutsatsa kwamphamvu kuti mukondwerere zochitika zazikulu ndikumanga mbiri yanu yomwe ilipo. Opanga a Strava x aku LA: sungani zochitika za IRL Mu 2026 LA Marathon, pulogalamu yotsata zochitika za Strava idakhala ndi gulu la anthu oitanira okha. Chochitika chapamtima chinayamba ndi kuthamanga kwamtunda wamakilomita awiri ndikutsatiridwa ndi kadzutsa, ndipo kunapezeka ndi othamanga, opanga ndi oyambitsa makalabu. Gulu lokhalo linatsogozedwa ndi olenga am'deralo, kuphatikizapo Danielle Burnett, yemwe anayambitsa kalabu yophatikizika ndi kukula kwa Big Girls Who Run; Maya Leppard, mlengi wa Bad at Running, kalabu yeniyeni ya othamanga atsopano; Mariah Dyson, wothamanga wa Nike komanso woyambitsa kalabu yothamanga ya GirlGangCrazy; ndi Marvin Garcia, woyambitsa imodzi mwakalabu zazikulu kwambiri za LA, Good Vibes Track Club.
Chochitikacho chinali chaposachedwa kwambiri pamndandanda wazithunzi zowonekera komanso zokumana nazo zomwe mtunduwo umayitcha "Kudos Collective," kuvomereza kutchuka mupulogalamu yomwe imakulolani kuti musangalale ndi othamanga ena. Mtunduwu ukudziwa kuti anthu ammudzi ndi chifukwa chachikulu chomwe anthu amagwiritsira ntchito nsanja yawo, ndichifukwa chake amayika patsogolo zochitika zomwe zimayang'ana pagulu kusiyana ndi zothandizira komanso kampeni. Monga Melanie Jarrett, Director of Partnerships ku Strava, anauza Glossy, "Ife makamaka kusankha osati mwachindunji kuthandizira mitundu [kuti tipitirize kukhala] chizindikiro ndi nsanja agnostic. Zina mwa zomwe zimapangitsa [misonkhano yathu] tikiti yotentha kwambiri ndi [othamanga ambiri othamanga ndi oyambitsa makalabu] sakhala onse m'chipinda chimodzi pamodzi, chifukwa ena [othandizana ndi ichi, ndi Nilulemon, ndi Hosomo] amachita ndi Lulule, ndi Hosomo, pali matsenga ena omwe mumawona [othamanga otchuka] amazindikirana, amakumana kwa nthawi yoyamba ndikugawana njira zabwino kwambiri za momwe aliyense akukulira madera omwe akuthamanga m'mizinda yawo." Sewero: Malinga ndi lipoti la The State of Influencer Marketing Report, 80% ya ogula ndi okonzeka kugula kuchokera kuzinthu zomwe zimagwirizana ndi anthu omwe ali ndi zisonkhezero kuposa zomwe zili pa TV. Yang'anani ku Strava ndikupanga zochitika za mdera lanu (kapena zochitika) zokhudzana ndi kulumikizana kwabwino, osati zokonda ndi zochitika. Limbitsani gulu lotsogozedwa ndi opanga Izi zimamaliza gawo ili la PPR. Khalani tcheru ndi mtundu wathu wotsatira, ndipo pakadali pano, kumbukirani mfundo zazikuluzikulu izi:
Zotsatira za Post Performance Report
Opanga enieni nthawi zambiri amachita bwino kuposa kampeni yopukutidwa. M'malo mowongolera mopitilira muyeso, otsatsa ayenera kuthandizira olimbikitsa osachotsa umunthu womwe umawapangitsa kukhala opambana. Kudalirika m'magulu amtundu wa anthu ndikofunikira kuposa kufikira. Otsatsa ayenera kuika patsogolo kugwirizanitsa mitu ndi kudalirika kwa omvera kuposa kuchuluka kwa otsatira, ndi kukulitsa zomwe amapanga omwe amachita bwino kwambiri ndi chithandizo cholipidwa kuti ziwonjezeke. Chikhalidwe chimabwera chifukwa chotenga nawo mbali pazokambirana. M'malo mochita mayanjano opanga ngati zotsatsa zachikhalidwe, otsatsa akuyenera kuyang'ana kwambiri kupanga zinthu zomwe zimawoneka kuti ndi zamasamba ndi kukulitsa nkhaniyo pamapositi angapo, mawonekedwe ndi nthabwala zamkati. Kutsatsa kwa influencer kumagwira bwino ntchito ikapitilira kudyetsa. Mitundu yomwe imakhudza olimbikitsa zochitika zenizeni padziko lapansi, zochitika kapena zoyambitsa anthu ammudzi zitha kukulitsa ubale wa omvera ndikupangitsa kukhulupirika kwambiri.
Werengani chotsatira: Lowani mu kalozera wathu yemwe amafotokozera zomwe zikuyenda bwino zomwe zimafotokoza tsogolo lazamalonda. Ndipo ngati muwona positi kapena kampeni yomwe ikuyenera kuwunikira, tag @sproutsocial ndikugwiritsa ntchito #PostPerformanceReport kuti lingaliro lanu liphatikizidwe m'nkhani yamtsogolo. Chotsatira Kusindikiza kwapadera kwa PPR: Makampeni abwino kwambiri otsatsa a 2026 (mpaka pano) adawonekera koyamba pa Sprout Social.
