Influence by the Numbers: Understanding Influencer Marketing
It’s no secret that influencers play a huge part when it comes to a brand’s success. But how does influencer marketing work and how do we measure its success?
Influencer marketing is highly relevant in today’s marketing standards. Influencers are the first ones who grab a product and do a review and make it viral. They control a considerable size of community and influence an even wider audience as well. Measuring their activity is possible but defining metrics for their influence is another story. In this article, we’ll delve deeper into the specifics.
What is an influencer?
An influencer is an individual on social media with a cult following based on loyalty and authority. Followers of an influencer tend to rely on the said influencer’s opinions and suggestions as a result.
In short, an influencer is an individual on social media whose followers are based on trust and authority which can be utilised to gain a wider reach.
But the truth is, we’re just hitting the surface.
Everything comes down to context
Influencers are very different in terms of reach if we keep in mind the context. Doing Influencer outreach is important. First, you need to define your campaign goals and objectives which will set the context where you communicate. If your target group is a small niche, traditional influencer metrics like the number of followers won’t count as much as if you target a mass market community. So the first step is to define your context.
Active influencer is gold
It is important to know how active the Influencer is regardless of context. There are passive influencers who are not very active on social but followed by key community members. Also, there are others who do not make use of partnerships in marketing campaigns. You need to look for those who are happy to share their views online very often and also want to cooperate with others.
Measuring influencers need some careful preparation. Overall, there are some areas where you want to push your metrics, these are:
The context of being an influencer is the first step to go. Where are they most active? What social media platforms do they frequent? You need to determine what and which to measure on. You also need to take a look at the community they have. What are the main topics? What is the tone of voice? Before reviewing a product or campaigning a brand, are there any talks beforehand?
Measuring reach can be tricky. Overall, once you have the context defined, you can determine how much reach you can gain through an influencer. If it’s a mass community, you can expect high figures but if you have a niche, expect loyal but lower visitors. Measuring reach is straightforward; you need to keep an eye on the number of followers and traffic that they generate.
It comes down to authority and activity. If your influencers are active and have a bridge of trust with their community, expect higher engagements. Context can determine the type of engagements, but hands down shares are the most important as it makes your brand or content more viral.
Coherence is a soft metric but looks for the topics the influencers share. Some influencers are active on different topics as they have a view on each. The narrower the content you have, the more coherent view you can get from the Influencer. If someone’s posting about laptop reviews only, expect to have a consistent tone of voice and a solid community. But if someone is a lifestyle blogger, expect a more diverse opinion on your brand after the campaign.
There are connectors, who actually recommend people or brands to people. They are suitable for generating sales leads, but don’t expect hands-down bright reviews.
There are the helpers, who solve issues for their communities and share the views. Expect to be tested by them and only engage with these type of influencers if you have a solid content or product.
And there are the sales people, who do a review and pitch sales to their followers. Expect a more solid sales pitch but the engagements might lag behind the previous two.
Overall, it is a great thing to reach out to influencers to get an evaluation or further boost in your product or service. But do the heavy work and prepare for anything. Preliminary strategic thinking is your friend in this. Don’t forget to add your KPIs before actually pushing your influencer campaign live.
Are you keen on tapping the power of influencer marketing?
Do you want to know more about it?
Book an on-demand Q&A session with us to discuss this further!