Q&A Highlights: Meaningful measurement of influencer marketing

This week CampaignDeus Co-Founder & CEO, Muhsen Syed, sat down with Kate McGregor, Associate Director of Communications at Synergy, a leading Sports & Entertainment Agency. As part of Synergy’s NowNewNext 2018 thought leadership publication, this interview focused on everything influencer marketing related.

Below are a few key takeaways from the discussion and here’s a link to the full audio on Synergy’s NowNewNext website.

1) From a brand perspective, what makes a good influencer?

With a seemingly unlimited amount of options, picking the right influencer for a social media campaign can be overwhelming. Muhsen suggested a number of factors before deciding on an influencer:

  • Starting with Content Style: this needs to be original and well-crafted; their brand needs to be safe; ideally they might have a history of working professionally with other brands.
  • Then it’s Audience. It’s critical to know exactly what you’re buying, so look at the demographics, where the audience is based, the age, the size of the following. You also need to work out how much of their audience is bots, as this is a big issue in the industry at the moment.
  • We’d also look at the influencer’s branded vs. non-branded performance. If you’re paying an influencer on the basis that their past posts drive a lot of engagement from their audience, you want to know if that holds across their branded content as well as their organic. In the Fashion & Style vertical, for example, there is typically a drop-off of 13%.
  • The final thing is around ranking in your vertical. It’s practically impossible to calculate, let alone predict, the ROI of an awareness-based influencer campaign – it’s a problem in this industry. What we can work out, however, is how an influencer performs relative to others in the same vertical. Two influencers with the same cost and audience size can drive very different results.

2) What passions have the most engaged communities?

There are three high-performing areas that we found through our analysis: Men’s Fashion, Photography and Extreme Sports. All three of these passions drive Average Engagement Rates of above 3% on Instagram, which tends to be a good mark for high-performing content, especially on the branded side. There are a few interesting metrics in terms of what works within each post…

Most Engaged Communities

3) What major trends are you seeing in the industry that we should all be aware of?

Muhsen identified four major trends in the influencer marketing industry that we should all watch out for in 2018:

  • Organic reach is starting and will continue to be squeezed due to changing social media algorithms that favour non-branded content
  • Accurate data and robust, independent campaign performance evaluation, along with industry benchmarking, will become a fundamental part of the influencer marketing campaign planning process. Brands will increasingly demand to see where value is being delivered on their investments
  • Some brands will lead the way in integrating advocates and influencers at each stage of product development, revolutionising the process
  • Lastly, regulators will get tougher with brand and influencers disregarding disclosure regulations. In order to protect the consumer, it is a legal requirement to clearly indicate when content is sponsored. Expect a crackdown on inadequately labelled sponsored content.

SEE ALSO: Why disclosure is good for business

4) How is Artificial Intelligence (AI) influencing the growth of the industry?

AI is revolutionising every industry, from finance to farming. Influencer companies will increasingly embed AI technology into their platforms, providing marketers with identification, activation and real-time measurement. Expect many to say they’re using AI, but few to offer something genuinely groundbreaking. Among the smarter features we expect to see launch through 2018 will include:

  • Using AI to reduce the amount of time needed to analyse influencer-generated content and cross-reference with performance
  • Predictive analytics – being able to accurately forecast an influencer’s performance based on type of posts, products shown, colour schemes used, locations shot at, etc.
  • Better evaluate trends happening real-time across influencer posts and use these to maximise engagement across campaigns

For the full audio and transcript of the interview, make sure you visit Synergy’s NowNewNext 2018 section, by clicking here.

CampaignDeus is the leading independent provider of influencer marketing campaign data for Instagram and YouTube. Our platform identifies and classifies brand sponsored influencer campaign performance metrics, tracking hundreds of thousands of posts.

We use this data to provide Brands & Agencies with industry insights across verticals, benchmark campaigns against vertical & competitor averages, and equip clients with in-depth reporting and recommendations on how to make campaigns more effective. Get in touch for more details.