The Importance of True Influencer Data
As the influencer marketing industry continues to advance, Pulse has consistently challenged itself to provide more for its clients. As Instagram analytics have become more in depth within the past few years, it is now possible to know both exactly who sees the content created in a campaign and exactly how many people see it. What is the true reach, and who are the consumers seeing the campaign? The variety of value that an influencer provides is endless.
When vetting creators for a campaign, the first step is to always insure that the influencer’s content is high quality and that their brand is a proper fit for the partnering brand. However, beyond the content created, the value of a creator is in their ability to reach an engaged audience. An influencer with 100,000 followers may have an average post reach of anywhere between only 5,000 to over 50,000, depending on the account. The industry currently operates under a CPM based on following, which we define as the potential impressions for a campaign. The impressions that are generated by a campaign are, however, dependent on the performance of the posts and the influencers selected. At Pulse we therefore put a strong emphasis on working with creators whose reach is impressive compared to their following. Engagement rate is a great first indicator of this -- if a creator has a higher number of interactions on a post, the probability that the post has reached more people is higher.
Another important metric arising in the industry is true engagement. Engagement is usually calculated off of following, however, once a we have the true statistics of who saw a post, it is possible to understand just how engaging the post was. If 100,000 people see an image and there are 80,000 likes, this is a great indicator of how loyal and engaged an influencer’s audience is, in addition to their genuine love for the post. True engagement using unique views is therefore a more accurate metric to understand consumer sentiment and campaign performance.
Lastly, taking a deeper dive into demographics is a crucial part of the vetting process. If a brand is looking to target only consumers living in a certain country as the product is only sold in certain geographic regions, Pulse’s priority is always to provide influencers whose demographics align. If an influencer only has 10% following from a country, their true CPM significantly increases and subsequently the value their posts provide for a brand declines. The same reasoning applies for other insights including age and gender.
Pulse will continue to strengthen its vetting process and provide brands with the best possible influencers to achieve strategic goals, whether they be brand awareness, conversion, market entry, or brand repositioning.
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