A Guide To Follower Analysis
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 recent influencer marketing report confirmed. Brands are selecting influencers without identifying the crucial criteria that determine their effectiveness.
Whatever your objectives, whether to lead generations, conversions or increase sales, you must dig deeper. The more you know about your influencers’ audience, the more strategic you can be with your partnership.
Influencer marketing centers around the audience. Whether an Influencer’s followers match your brand’s target market is paramount. However 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. Given that some of the influencers followers may have been bought or may be bots, follower numbers alone do not correlate with reach, relevance, impact and influence.
Engagement rates, which tend to fall as reach increases, are a better indication of how influential (compelling) the influencer may be.
Transparency is paramount 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.
Alternatively you can use ZINE to access all this information. With 30,000 influencers, ZINE goes straight to the source and provides you with real-time, in-depth analytics straight from their 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 and the health of their audience, how much of their audience is authentic.