Measuring the Efficacy of Influencers

December 11, 2017 6:18 pm Published by

Once influencer search and collaboration are completed, the third and probably most important, pillar in any influencer marketing effort is measurement & reporting. We have written previously about a strategy to make the most of micro and macro influencers in a “rocks and pebbles” approach, and saw today a very well constructed analysis of L2 Insights‘ measurement of the efficacy of influencers. You can read the article in full here, but we’ve pasted below some of the key insights for your benefit.

We set out to determine the average lift in engagement associated with brand mentions of influencers of 10 different community sizes, ranging from fewer than 20,000 followers to over 7 million. Our sample includes 5,038 influencers partnered with 875 brands across 16 sectors.

Methodology: Our first task was to decide which influencers to study. We started at the brand level, cultivating a list of 875 brands balanced across sectors, and crawled these brands’ Instagram pages for mentions of other handles. Any handle that received more than one mention by the brand was flagged as an Influencer handle. The follower counts of these handles were collected, and all posts mentioning each handle were grouped.

Across the 5,038 handles mentioned, we calculated the average lift in engagement afforded by mentions of each influencer as follows:

Further analysis confirms that increased follower counts are perceived as more valuable by advertisers. Yet an overlay of all three data sets paints a clear picture of questionable efficiency in the influencer market. Many brands partner with middling influencers at middling prices in exchange for inefficiently low lifts in follower interactions. One can only wonder if these murky waters are in part muddied by cases of fraudulent influencer follower counts, resulting in low engagement in spite of large community sizes.

 

Key takeaways: Beware the middle ground. Micro and macro-influencers are associated with the highest lifts in engagement, while influencers with medium-sized followings produce relatively feeble results despite the relative expense incurred by working with them.

 

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Influence on Instagram

November 20, 2017 8:02 am Published by

2017 has seen a huge rise in brands embracing influencer marketing on Instagram and YouTube. We recently came across this infographic that details some of the trends and growth areas that will continue into 2018.

It comes courtesy of X-cart, an ecommerce technology provider that a number of our customers use. These same customers help grow awareness and authenticity through influencers for the products that they’re selling in new markets.

Register as a marketer to start searching for influencers to work with you today.

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Stats on influencer media kits for influencers

September 14, 2017 11:46 am Published by

If you were a company you would care about which page on Google you appeared on, but you might also be interested in knowing how many times you appeared in searches in a month. As an influencer, you are an entrepreneur, so we’ve today released a feature to help you understand how marketers are discovering you on Webfluential.

A primary point of value that Webfluential provides tot he market is that it is a single point to discover many influencers, rather than spend days trawling through the web finding bloggers but then not knowing which one to pick over another. On Webfluential, marketers can discover your media kit in a number of ways, and how you are positioned to have them reach out to you to start a content collaboration, the better. These methods include:

Being found on Google
Webfluential features prominently on Google when marketers search for influencers. Your media kit might be discovered there, so some key factors to increase your chances of being booked are:

  1. Linking your Facebook Fan Page and Google Analytics, so the audience demographics are shown on your media kit

 

Promoting yourself on social media
You can share your media kit with your audience on Facebook or Twitter, and as the chances are good that there are brands and marketers in your audience, you increase the odds of being booked for a campaign. You can also make use of the Webfluential WordPress Plugin to take bookings from your website, which was covered in an article at launch.

Coming up inside the Webfluential marketer search results

Over 7500 brands, agencies and marketers search for influencers, creators and key opinion leaders every day. Coming up in those search results depends on a number of factors, namely:

  1. The more channels you have linked, the better. Add Google Analytics, Facebook, Twitter, Instagram, LinkedIn and Snapchat
  2. Add as much detail to your media kit as you can. This includes featured work you’ve done with brands, a good description about content and audience, as well as tweets to showcase your online personality
  3. There are additional aspects that weigh on ranking such as how quickly you respond to briefs, requests from marketers to collaborate, and your rating from a marketer when a job is completed.

To start understanding how you are being found, log into your dashboard and open up your Media Kit Insights on the top right. There you’ll be able to see where in the world people were that were considering you, and in the section below, how they found you.

To increase your visibility, you can complete your profile, add tags and categories, and then share your media kit online. Here’s ours as a reference.

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