Social media managers have a content problem. Monitoring and measuring paid, earned and owned content is challenging.
Conversations about streamlining influencer marketing campaigns leaves little room for what to do once a campaign ends.
- What’s the best way to keep track of influencers’ post statistics?
- How do you easily assess the most lucrative influencers?
- Which influencers mention your brand organically beyond the campaign?
As brands grow, the number of influencers who speak about a brand organically grows too.
Without an effective social listening tool, it’s difficult to identify and engage with these creators.
Traditional social analytics tools or manual reporting strategies are often ill-equipped to see an overview of visual content from influencers, customers, and brands. These tools and designed to show the number of clicks came from social channels or revenue generated through affiliates, but struggle with the visual aspect.
The challenge is to manage the multitude of content in a streamlined way to see content and the key costs across all influencer marketing activities. To leverage content, go beyond what core analytics tools offer.
Advanced marketers analyse sponsored and organic content mentions on social channels comparing sponsored content with earned media to benchmark campaigns and influencers.
A visual content dashboard to track and monitor sponsored and organic content. See which influencer and what type of content yield the best results.
Learn how ZINE’s content dashboard helps brands and social media managers:
- Track earned, owned and paid social content to maximise returns
- Use social listening to identify key brand advocates
- Combat limited resources internal content teams ZINE’s Content Dashboard: Track content to maximise returns
Brands and influencer marketing managers seek new ways to leverage influencer and customer content and maximise return on spend. Thinking of influencer content as a long-term investment will reap the most impact for your money.
ZINE's Content Dashboard
ZINE’s Content Dashboard enables brands to build a bespoke content archive from previous campaigns as well as organic content mentions in - already to use and repurpose. The filterable library allows you to segment content by campaign, influencer or Ambassador Creator Community.
With the rise in brands opting to supplement influencer activity with paid spend, it makes sense there’s a shift towards using influencers as content creators leveraging their creative skills and keen eyes for what works with specific target markets.
Running a successful influencer campaign is only one part of the puzzle.
Instead of searching through threads of Instagram feeds or through email threads to check and assess agreed content usage rights, use a content dashboard and make the whole process simpler.
Social listening: a stage beyond traditional analytics
The ZINE social listening feature automatically tracks organic content, captions, comment mentions and image tags via the content dashboard. These mentions are alongside sponsored content. Seamlessly sift through the noise and find true fans - advocates who already identify with your ethos and messaging. Compare their stats against influencers you currently work with and assess whether there are key players you might be missing out on who already love your brand.
All your earned, owned and paid content in one dashboard, provides an easy way to analyse content. Using filter tools, sort and identify content based on how active each influencer is for your brand, both during and after a campaign. Use this data to track key KPIs across various campaigns and compare influencers content when the campaign was different. Use this to optimise and iterate future strategies.
Lack of internal content teams does not have to equal lack of content
Brands struggle to keep up with the costs and manpower needed to create content in-house. By using the content dashboard, leverage existing content from influencer collaborations. In our 2020 state of influencer marketing report, we found 72% of brands repurpose content on their own social channels.
Influencers are valuable throughout the entire marketing funnel but many brands don’t see the benefit of working with influencers as content creators or partners. Doing so means less emphasis on follower numbers or engagement and instead focus can shift towards creators’ brand affinity and quality of content.
Brands without an in-house photographer or a creative team can utilise content creators in this way. This acts as a resource to populate content calendars. First, though ensure you’ve established content usage rights with creators. Filter content by usage rights for a clear view of what access to content you have to seamlessly repurpose it within paid social ads, websites or on social platforms.
By easing the burden of creating original content, brands can focus on what they do best: building their business.
Grow your personal visual dashboard for owned, earned and paid content. Utilising powerful content discovery, your single hub of content helps you build and manage a rich library of visual content offering real-time content discovery.
Bring all of your owned, paid and earned visual content in a single centralised and intuitive platform easily and instantly accessible to any team, for any audience, on any channel to continually expand your asset library with authentic, high-performing content.
To get your brand set up with a content dashboard get in touch with our team today.