Carusele's new Audience Attention Algorithm is a new, proprietary metrics for measuring influencer marketing campaigns.
Carusele, the Influencer Content Targeting System™, today announced the release of their third new algorithm to determine the efficacy of influencer marketing campaigns. The Audience Attention Algorithm automatically calculates the amount of time spent on a given campaign. It builds on research completed by sister company Ignite Social Media, where they determined consumption time for impressions, likes, comments and shares on various social media platforms. By aggregating the results, campaigns can be compared against one another.
“At the end of the day, all marketers want attention among the right target audience. In an era when ad viewability is hotly debated, we know that likes, comments and shares can only be made by those who noticed the content,” said Jim Tobin, president of Carusele. “The nice thing about our Audience Attention Algorithm is that it values comments and shares much more than impressions, which have a low value. As a result, the campaigns that generate reactions across the social web do the best in terms of measured audience attention.”
The algorithm is propriety but based on first party research by Ignite Social Media that observed and timed real-world social media engagement and calculated average times per activity across an array of user types.
Unlike traditional influencer marketing programs, Carusele scores each piece of content in real time and then syndicates the highest performing content to specific target audiences. This allows both more precision in targeting messaging as well as the promotion of only the most influential content.
Carusele, which won the 2017 Small Agency of the Year Award at the Shorty Awards, utilizes a hand-crafted network of over 55,000 content producers to produce premium influencer campaigns for leading brands and retailers. The company was spun out of Ignite Social Media (the 2016 Social Media Agency of the Year Worldwide) in 2015.