The Art and (Data) Science Behind Influencer Marketing
Intuitively, marketers turn to data for answers, yet in this state of flux, digital metrics can be a blessing or a curse. It all comes down to how structured a brand’s objectives are. Still one thing remains constant, the best-in-class Influencer marketing brands have figured out how to marry the right data with sound strategies to create successful campaigns.
As brands begin to drill down on ROI, organic reach and true engagement will take priority. Over time, fake metrics will no longer be tolerated. Partners will be forced to deliver reliable data to help evaluate the success of Influencer programs.
Brands will increasingly partner with Top-Tier Influencers for longer term partnerships, in a more collaborative, integrated way. Micro-Influencer campaigns, that work with a large number of Influencers but achieve little reach, will begin to see push-back from brands looking for more scale and ROI.
Reach should always be looked at in conjunction with engagement and Influencer-created content should not exist in a silo. There should be a strong owned, earned, and paid amplification strategy to ensure you are achieving the reach you are looking for, targeting your exact audience, and capturing the strongest ROI.
As FCC regulations have strengthened around #sponsored posts, and the number of branded posts has increased, social platforms have pushed a number of branded posts away from people’s feeds so as not to spam them. This means it is now absolutely necessary for brands to include paid amplification as part of campaign budgets if they want to maximize the success of their Influencer programs.
Due to algorithmic changes across main platforms, and a focus on maximizing ROI, Influencer marketing will be forced to breakout of its silo and brands will need to integrate Influencer created content into their owned, earned and paid amplification strategy, optimizing for top performance.
- Define Your Goals
Know the story you want to tell, your target audience and KPIs
- Hire the Right Influencer
Use real metrics and a scorecard to rate potential Influencers to find the best fit to deliver on your campaign’s goals
- Maximize Your ROI
Amplify and optimize your Influencer-created assets across your Owned, Earned and Paid channels for maximum ROI
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