Influencer campaign measurement evolves with a new was to rank influencer marketing performance.
Carusele, the Influencer Content Targeting System™, today announced the release of their second new algorithm to score influencer marketing performance. This algorithm, called iStack™, ranks the performance of each influencer relative to one another in each campaign. The new algorithm allows brands an apples-to-apples way to compare performance in an otherwise confusing sea of results.
“When you have a lot of influencers creating a lot of content on a lot of different channels, being able to just ‘tell’ how an influencer did is deceptively difficult,” said Jim Tobin, president of Carusele. “Our iStack ranking system analyzes content quality, engagement rate, share rate and influencer efficiency in order to rank each contributor. It’s a great way for brands to begin to think about ongoing relationships with particular influencers.”
At any given point, Carusele will be working with dozens of influencers from their hand-curated network of 7,500 premium content creators. The company needed a way to sort influencers based on objective performance criteria and iStack does that automatically for every campaign. In each case, the median performing influencer is set at 100 and the remaining influencers are indexed above and below that based on performance.
“Imagine having hundreds of pieces of content, for every campaign, created by dozens of different influencers and trying to decide who did best by just eyeballing the content and the data. There would be lots of room for error and even unintentional bias. iStack removes that error rate and ranks everyone consistently,” Tobin said.
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 7,500 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.