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Home»Influencer Marketing»How to Fix a Failed Social Media Campaign: 5 Tips for Identifying Key Learnings – GRIN
Influencer Marketing

How to Fix a Failed Social Media Campaign: 5 Tips for Identifying Key Learnings – GRIN

adminBy adminApril 17, 2025No Comments5 Mins Read
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How to Fix a Failed Social Media Campaign: 5 Tips for Identifying Key Learnings – GRIN
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So you put in the work: you signed the influencers, you wrote the brief, you approved the content… and your social media campaign failed. Argh! It happens. 

Sometimes the algorithm odds just aren’t on your side. I won’t sugarcoat it: it sucks. 

By all means, take a moment to process, pour one out for the missed KPIs, play your favourite Taylor Swift tune for the likes and the views that never were.

Once “All Too Well (10 Minute Version)” is done though, and before you move onto the next one, take a beat to reflect on what worked and what didn’t. In reality, there’s no such thing as a failed social media campaign… as long as you learn from it.  

Here are some steps to get you there:

1. Re-evaluate the content with fresh eyes

Sometimes, time and distance is all you need to spot a missed opportunity. Looking back with that 20/20 hindsight, was there something that could’ve been done better? Perhaps a video that could’ve used a clearer hook, or a trending audio that might have come across a bit forced? 
It can be helpful to look at it from the audience’s perspective: if you didn’t have the context on your brand that you do, and if you hadn’t read the campaign brief, would you still want to watch this content? Would you still understand what it’s trying to communicate, and would you find it engaging? If the answer is “no,” that’s useful insight to have – what might have made it better?

2. Consider campaign timing

Look at the social media landscape your content went live in. Did it feel responsive to the cultural conversation happening at the time? 

If you were participating in a social trend, were you on the mark with it, or did you chime in a bit too late? Were there other conversations dominating social media at the time that might have drowned your message out, or made it feel less relevant? 

A lot of factors go into choosing when to launch a campaign, so it’s not always possible to time it perfectly, but it’s worth considering if that was at play here (and sometimes it’s worth delaying a campaign launch to wait for a time when it’ll be more impactful).

If you are able to act quickly to jump on a trend or a timely moment, it can be magic! Check out how we did this at Endy with our #EndyPlush campaign, connecting social conversations around treating yourself to the launch of our new Plush Mattresses. It’s one of my favourite influencer campaigns I’ve worked on, with really strong engagement across the board.

3. Compare the campaign’s top and bottom performing posts

When looking at the campaign as a whole, some posts will likely rise to the top as the highest achievers, while others clearly didn’t resonate with their audience as well. Identify which are which in your campaign, and take a look at them with that context in mind. See if you can notice any patterns between what performed well and what didn’t – there could be some valuable key learnings to extract there. 

For example, I once performed this audit and found the best-performing posts included a voice-over that told a compelling story aligned with our campaign narrative, while some of the lower-performing ones were more aesthetic-style, highly edited videos. They were beautiful, but they clearly weren’t resonating as well. For the next campaign, I focused on the story more than the visuals.

4. Do a deep dive on lower performing creators

Once you’ve identified which posts were bottom performers, take a look at the creator’s page to mine for insights there. Has their engagement been trending down lately? It could be that the algorithm hasn’t been favouring their content. Are they posting less frequently, or have they recently shifted the type of content they’re posting? This can lead to a drop in engagement as well.

It could be that the lacklustre response to your sponsored post had nothing to do with the content itself, but rather it’s tied to an issue the creator is experiencing. (And this is not to pin the blame on the creator! They’re also at the mercy of social media algorithms.)

5. Compare your sponsored posts to the creator’s others

Take a look at other sponsored posts your creators have shared recently. How did they perform in comparison? If they also didn’t achieve strong engagement, again it could be an indication the creator’s content isn’t being pushed enough on the platform. 

Alternatively, if their other sponsored posts are soaring, why might that be? Are they more relevant for the time of life they’re in (i.e., a new mom sharing her favourite diaper brand)? Were they more authentic to the creator’s typical content style? See what you can learn from their successes.

Key takeaway: A failed social media campaign is often the first step on your journey to success.

While having a campaign fall flat isn’t fun, unfortunately it’s often a milestone in your influencer marketing journey. There will always be stumbling blocks on the road to success! Taking some time to reflect on them will take them from a disappointing flop, to learning opportunities that inform your future triumphs.





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