Influencer Marketing: Who Are You Really Reaching?
It’s the start of Q1, and you have a substantial budget set aside for your influencer marketing campaigns. You have done extensive due diligence into influencer marketing. You have read our guide into how you can effectively measure influencer marketing ROI, and you have found the perfect influencers who match your brand affinity. Basically, you have achieved the recipe for the utopia of influencer marketing that will get you that 11 x ROI… right?
Without knowing who your influencers are influencing (we call this audience insights) you’re basically throwing your hard fought budget at the wall in an effort to see what sticks. Though 39% of marketers & agencies are planning on increasing their influencer marketing budgets this year, according to our expecting to our soon-to-be-released 2018 Influencer Marketing Survey, only 20% of influencers are asked for their audience insights.
The more you know about your influencers audience, the more strategic you can be with your partnership.
Take for example our featured influencer Alice Bloom. Alice is a German-born blogger popular amongst young women. Yet her audience demographics changes per social media medium, as the illustration below demonstrates.
While on Facebook Alice is most popular with her homeland – Germany, her blog is most popular in the US. That means unless your business has an international offering your resources could potentially be lost. The same applies to age and gender. Audiences vary per influencer, per channel.
That’s why ZINE empowers both influencer and brands alike with in depth audience analytics. We want influencers to fully understand their audience breakdown when they enter conversations with you, and we want you to be confident that you are using the right influencers for your brand / client. Understanding audience demographics can also help tailor messages, content and offerings to maximise the effectiveness of campaigns.
To see ZINE in-depth audience insights in action contact a member of the team to arrange a demo.
I’m Head of Marketing at ZINE where I am helping peers and customers who want to revolutionise their influencer marketing strategy. I love food, fitness and Min Pins.