Brands are falling at the first hurdle in influencer marketing; failing to do adequate follower analytics at scale, resulting in poorly targeted influencer marketing campaigns, as our influencer marketing report confirmed. Brands are selecting influencers without identifying the crucial criteria that determine their effectiveness.
Whatever your objectives; lead generation; conversions or increased sales, you must dig deeper. The more you know about your influencers’ audience, the more strategic you can be with your partnership.
Influencer marketing centres around the audience. So whether or not an influencer's followers match your brand's target market is paramount. However as our influencer marketing report uncovered less than one third (29%) of influencers were asked by brands for any audience information at all - with even fewer considering Google Analytics.
With customer-(smart)-centric content being more effective than product-centric content. Your brand’s message will only be delivered to the right customers through the right influencer. Yet follower numbers are brands’ main concern. But reach is cheap. Focusing all marketing efforts on this, and this alone is a race to the bottom. Especially in today's climate where bought followers can present an issue; follower numbers alone do not correlate with relevance, impact and influence. Engagement rates are a much better indication of how influential (compelling) the influencer may be.
Transparency of follower data is also really important. If you don't have a technology and the only way to control for that is by asking the influencers to provide you with the right information and statistics as a bare minimum. Consider requesting their audience demographics on each and every platform, as an influencer’s audience age, location and gender will vary from platform to platform. Look at their content and the brands they have worked with previously, as they may have also worked with some of your competitors.
The rise of paid social
As a brand it's important to analyse an influencer's following before deciding to work with them. However, as you'll know all too well, the perfect match doesn't exist. Finding the right influencer with a high concentration of the target audience is often tricky. When you do find that creator, it's often the case that their content doesn't fully resonate with your brand.
Many studies show influencer content outperforming brand-owned content on social platforms. Recently, an increasing number of brands have started to consider boosting influencer content across social channels. This is largely due to a series of challenges faced by influencer marketing professionals.
Buying rights to influencer content to use within your brand’s own ads is another way to leverage the power of influencer's content beyond the traditional sponsored post. It allows you to utilise creative assets while targeting key segments relevant to your business. Requesting additional assets alongside a live-post is increasingly common and provides a cost-effective and diverse source of content to fuel paid social ads.
In both cases, this shift in mindset positions influencers as content creators rather than paid sponsors. It means brands can put less emphasis on follower numbers and more on creative output and brand affinity.
Tracking influencer's audience demographics
You need a tool to verify and assess an influencer's analytics, ZINE could be the ideal fit. ZINE goes straight to the source and provides you with real-time, in-depth analytics straight from each influencer's social media channels. Exclusively ZINE's analytics also incorporate data which the influencer themselves may not know, such as their audiences’ financial profile, brand affinities, likes and interests.