Over the past few years, data has consistently shown that the number one issue brand marketers have with influencer marketing is the ability to meaningfully measure success. Instead, everyone keeps looking at max potential impressions, engagement rates, and other vanity metrics that don't drive to real business objectives. Additionally, you'll never continue to get funding for your programs if you can't consistently prove to your C-Suite that influencer marketing works -- until now.
Stop Using a Traditional Approach
The spray and pray days of influnecer marketing are over. If you're just hiring a bunch of influencers "with really large followings" and hoping that people see the content they share on social drives them to buy your product, you're sorely mistaken. In fact, only an estimated 10% of an influencers' organic audience is even going to see that content. So, you need to adjust your approach by only partnering with influencers who's audience's match the target audience you want to reach (don't mistake this for hiring an influencer that matches your target) and then adding in an layer of targeted amplification via paid media to reach additional consumers. That's how we do it here at Carusele (along with a few other steps).
Learn News Ways To Measure
The reason that everyone keeps asking for max potential impressions and engagements is because they don't know any other way to measure influencer marketing campaigns. If you want to start seeing meaningful metrics, start by watching our free, 1-hour on-demand master class that covers 9 different metrics you can start to use. The class is comprised of 12 different videos that dive into everything from a sales lift analysis to a foot traffic study and more. We also included a complimentary downloadable guide to help take you through each video and evaluate the pros and cons of each measurement technique.
Once you're done with the training, we'd love to hear your thoughts and questions regarding these 9 techniques and how you can apply them to your campaigns. Feel free to contact us, and we can help you strategize your next program.