Author Archives for Murray Legg

About Murray Legg

Murray Legg is an active digital entrepreneur and holds a Ph.D in engineering. He is the strategy lead for Webfluential.

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.  


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.


Promoted influencer proposals make their debut today

August 7, 2017 9:45 am Published by

Our core goal at Webfluential is to make the right connections between brands and influencers, so that content can be shared with the right audience. In an effort to add to the marketer experience, we’re introducing promoted influencer proposals into the marketer dashboard feed from some of our seasoned influencers that have worked on a number of campaigns already.

In certain regions in which we operate, we’ll be running this as a trial to improve our learnings about what drives the marketer decision making process. Choosing the right influencers to work with is no easy task, as the audience size, age, location and interest affinity, as well as the influencer’s personality, tone and style of content all play a factor in making this choice. These promoted influencer proposals are a step towards making this process easier.

We have also seen a benefit in showcasing influencer content on the marketer feed that has been generated from brands working on the platform. It’s not only educating brands about how great influencer content is produced, but also helping them make that first move into the space, and see that the water’s actually quite warm.

For influencers, this is also an opportunity for them to showcase some of their best work, and reach out to brands that resonate with them to start collaborating.

To get started simply login to your marketer profile, or register here.


ESTIMATE HOW MUCH YOU COULD BE EARNING

GET AN ESTIMATE

GET DETAILED REPORTS

VIEW DEMO REPORT