Influencer Marketing has been growing for the last couple of years and nobody can deny the importance of it. A crucial part of it which is often overlooked is the need to analyse the impact of the collaboration especially in the terms of numbers.
Using Social Media Influencers has become an integral part of media buying for most if not all digital agency planners but getting the final data for impact is what comes as a hindrance. In the age of data and analytics, it is almost criminal not to see the numbers when doing a digital collaboration.
A step forward
Twitter and recently Instagram has been providing data to the content creator for each tweet/post in terms of key metrics.
While Instagram has been providing reach, impressions and engagement.
Twitter has been going into way more detail. (Refer to image)
But getting this data can be a bit of a task as the figure is ever increasing with time as each post/tweet never really dies but gradually increases. The burst when posted will be considerably high and in will quickly fall but the post remains, and asking for a screenshot from the said influencer can be quite a task.
Not saying that Influencers do not co-operate but it be much easier to have the data with a single click instead of following up with the person again and again to receive up-to-date numbers.
A Further step!
Facebook on the other hand is one step ahead when it comes to this. They understood the challenge and have a great solution for this which has made it much easier for brands to learn and understand their return when using influencers.
They have a simple tool that will enables publishers and influencers to tag a marketer in a branded content post. The marketer will be notified of the post and can access high-level post insights, including engagement and reach metrics, along with total spend and CPM on the tagged post. Marketers also have the option of sharing and boosting the post to drive additional value.
Source: Facebook Media
For brands and marketers, the tool introduces more transparency and allows them to better understand how their marketing initiatives are performing across Facebook. Additionally, marketers can now leverage branded content creative for ads and actively engage in sponsorships to ensure their campaigns are useful, interesting and entertaining to their target audiences.
All the content creator needs to do while posting branding content is to click on the handshake icon and tag the brand before they post. (There are various other ways too)
Branding content can be in the form of text, photos, videos, Instant Articles, links, 360 videos and Live videos
Follow this link to know more in detail.
Not denying that there are many software’s and tools that can help but for someone new at this hope this helps.
If I’ve missed out something or may be unaware about certain things leave a comment below. I’m always open to learn.
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