Shopping Links Blog

Planning Your Influencer Marketing Calendar

November 29, 2016
Brand, Agency

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Timing of your Influencer Marketing campaign can be critical to the success regardless of the Influencers you decide to work with. 

We recommend launching your collaboration 4-6 weeks in advance of when you would like to see the content shared. This allows time for each step in the process, from selecting your influencers to reviewing their work. When running a collaboration for a particular event, like the Holidays or Spring Racing, keep in mind that you’ll need to post for the shopping season, not the event itself, which means ultimately thinking 2-3 months in advance. This is especially important if you’re looking to work with top influencers, who are often booked up for key shopping dates several months ahead.  

Use this table to help you determine when to plan collaborations for popular annual events: 


Post Your Collaboration on Shopping Links 
Back to School Shopping (Australia) 
Shopping Season: Early - Mid January

Mid December
Valentine’s Day 
Shopping Season: Early January. - Feb. 14

Early December (November to secure top influencers)
Spring Fashion (Northern) / Autumn (Southern)
Shopping Season: Mid February - Mid April

Early January
Music Festival Shopping 
Shopping Season: Early March - Late May  

Early February
Shopping Season: Mid March to Mid April  

Mid February
Mother’s Day
Shopping Season: Early April - Early May

Mid February / March (February for top influencers)
Graduation (Northern)
Shopping Season: Early May - Mid June

Early March
Father’s Day (USA & UK)
Shopping Season: Early May - Mid June

Mid March  
Travel Season (Global Peak: July) 
Planning Season: May 1 - June 30

Mid April (March for top influencers)
Summer Fashion (Northern) / Winter (Southern)
Shopping Season: Mid May - Late June

Early April
Back to School (Northern)
Shopping Season: Early August - Mid September

Mid June
Father's Day (Australia) 
Shopping Season: Early - Late August

Mid July
Autumn Fashion (Northern) / Spring (Southern)
Shopping Season: Mid August - Mid September
Late July
Spring Racing (Australia) 
Peak Season: Mid September - Late October

Mid July
Shopping Season: Late September - Late October

Early September (Mid August for top influencers)
Thanksgiving (USA) 
Shopping Season: Mid October - Late November

Mid September (Mid August for top influencers)
Graduation (Australia) 
Shopping Season: Mid November - Mid December

Late October
The Holidays 
Shopping Season: Mid November - Late October
Early October (Early September for top influencers)

Use this timeline as a guide to help you budget time for each step in the process:  

Set your collaboration goals. (8 weeks before launch.) Before you post, give yourself time to think about what you want from the collaboration. Are you looking to boost visibility? Drive sales? Strengthen brand loyalty? Defining your goals will help you determine how many influencers to engage, what audiences to target, what message to convey and the metrics to measure.   

Allow influencers time to respond. (2-3 weeks.) Once you post your collaboration, give yourself time to gauge the response and make adjustments to your collaboration if necessary. If you aren’t getting the volume of responses you’d like, consider widening your search parameters to include alternative levels of influence, or by raising the value of your benefit. 

Allow time to select influencers. (2 weeks.) Give yourself time to both review and connect with influencers. Look at all the information in their profile, including their Google Analytics, audience size and engagement levels. Choosing influencers that represent your target audience makes an incredible difference to the results you receive. Of course, part of the selection process is agreeing on payment, giving influencers time to review and accept, then ensuring that each side has a clear understanding of the collaboration requirements and deadlines. Allowing enough time so neither side feels rushed will prevent mistakes or miscommunication down the line.   

Give influencers time to post. (Ideally 2-3 weeks unless your collaboration is particularly time-sensitive, like a sale.) Providing a window for posting is important for two reasons. Firstly, it allows influencers time to put your post on their editorial calendar, which could be scheduled weeks in advance. Planning ahead also allows you time to review and approve content, and correct any miscommunications if necessary. 

But remember timing isn't everything!

Timing isn’t always something you can control -- it's not the only factor for success! Whether you're announcing a last-minute sale or newly in-hand looks for the next season, sometimes you need to reach your target audience quickly. Even if you have missed the ideal window to for a particular holiday or event, there are still plenty of opportunities to secure influencers and make an impact. As long as your internal capabilities for shipping and other elements allow for a quick turnaround, you can achieve great results with a short lead time. 

Have more questions about planning your calendar? Get in touch at We’re always happy to help.!