In today's digital age, influencer marketing has become a powerful tool for businesses looking to reach new audiences and drive sales. But with so many influencers and platforms to choose from, it can be hard to know where to start.
In this article, we'll take a look at some of the best tools available to help you measure the effectiveness of your influencer marketing campaigns. Let's dive in
Influencer marketing
An influencer is a person who, in one way or another, stands out on social networks such as Facebook, Instagram or YouTube; because of their “celebrity”, following, power of persuasion and influence on the internet.
When we talk about influencers we mean people with a lot of charisma, who have a persuasive voice, authenticity and many followers in all their social networks. Some are capable of collecting millions of followers and are also credible on social media.
Influencer marketing campaigns may enhance your brand, achieve greater visibility and increase sales. That’s why more and more businesses are willing to pay influencers and micro-influencers (with fewer followers but with a lot of weight in specific market niches) to promote their products and services.
Additionally, brands can reach a target that has a trusting relationship with the influencer, and due to this, influencer campaigns are effective in increasing conversion and help us drive quality traffic towards our websites.
How to choose between influencers and micro-influencers
Although the essential difference between the influencer and the micro-influencer is the number of followers they have on their channels, both are influential on social networks but on a different scale.
Despite the fact that a micro-influencer may have a much lower number of followers than the big influencers, between 10k and 50k. For example, they can become great promoters in specific fields. And micro-influencers have:
- A number of followers on social networks that ranges between 10,000 and 50,000 followers.
- Contents that are closer to people compared to big influencers.
- The capacity of relating and interacting with their followers more easily, since their audience number is smaller.
- More loyalty and motivation from the followers, so that their followers identify with them.
On the other hand, influencers are opinion leaders in their industries, they are people who built a good reputation on social networks and blogs and they share their experiences and knowledge on a specific topic as gurus for their fans. Influencers’ characteristics are:
- Having behind them an important number of followers and reach that will help you improve your brand image and visibility.
- Being a good way to promote yourself without falling into the classical marketing methods.
- Creating brand awareness over millions of followers to generate business opportunities for you.
Both influencers and micro-influencers are relevant for your marketing campaigns. The challenge is in defining the marketing strategy and setting up the measurement of results. To prevent influencer marketing campaigns from falling short, we will share with you the importance of measuring, in the most quantitative way possible, campaigns with influencers.
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How to measure your influencer marketing campaigns
There are various tools and techniques to measure influencer-based campaigns and provide you valuable data to assess your campaign with numbers. With these tools and techniques, you’ll know if you should continue or not your influencer marketing campaign.
1. Heepsy
Heepsy is a tool to locate influencers in social networks, in which they usually reach the greatest relevance. The basic version of this tool is free and allows you to perform simple keyword searches and if you need more advanced and precise functionalities, you can contract the premium account.
2. Brandwatch
This tool is useful for locating influencers that can help you in your marketing actions, since it allows you to know the audience data of an influencer such as the number of followers, type of relationship (engagement) with their fans, etc.
In addition, it has another very interesting functionality: it makes it possible to filter the audiences of a large database of influencers based on their interests.
Brandwatch is a platform that allows you to predict whether an influencer can give you the results you are expecting or not since it provides you data related to their followers and how they interact with them.
3. Influencer Fee
A recently created tool that allows you to type the name of an influencer, allows us to know their cache, that is, the average amount paid by brands. This data comes from an automatic estimate based on the number of followers, comments and "likes" of each influencer, in addition to other data. Its benefits are perfect for Instagram.
4. LinkedIn Social Selling
This tool helps you measure the influence of a professional on LinkedIn based on the number of contacts, visits to resume, recommendations of their publications, number of comments, etc. So, you can use it to assess the potential of an influencer at LinkedIn.
5. Social Blade
This platform provides information about YouTube’s influencers such as the number of subscribers to a channel, the number of followers of each YouTuber, interactions, estimated earnings, etc. And it will give you an idea of the impact that certain influencers really have on YouTube.
6. Fake Follower Check
It is a tool for verifying Instagram accounts, detecting and separating the false followers from the true ones. So, it’s a good tool to "hunt down" fake profiles, an increasingly common fraudulent practice on social networks.
Tools to contact influencers and influencer marketing agencies
Now that you know how to measure and establish the features you want to assess when launching your influencer marketing campaign. We will teach you where to find and contact influencers in case it is not that easy to contact them directly.
1. Coobis
Discovering the influencers that best suit your brand is not easy. However, Coobis is a content marketing platform that, on the one hand, brings together more than 10,000 digital media, many of them influencers in specific sectors. And, on the other hand, brands need to viralize their content.
So, this is the perfect place to satisfy supply and demand and you will have the information you are looking for on this platform to succeed in your influencer marketing campaign.
2. Klear
Klear is a free tool that helps you to perform a quick analysis of your accounts on social networks such as Twitter, Facebook and Instagram. In this way, you can know which content has been the most influential, the number of new followers or friends, those who have "abandoned" you, etc.
They call themselves "the standard in influencer marketing" and it is one of the most powerful influencer platforms. It allows locating the most influential users of the networks, according to their skills or their location. In addition, you can analyze profiles on Twitter, Instagram and even analyze business profiles on Facebook.
3. Trolldor
It is a free tool to detect possible trolls. It tells you if the account follows normal behavioral patterns and discards bots and trolls. Among other factors it identifies:
- Average daily tweets
- Percentage of own content
- Tweets without links
- Followers in the same language
- Mentions
- Followers of less than 10 tweets
- Followers of accounts less than 30 days old
Because of this, Trolldor will help you choose the best influencer with a valuable audience for having a good ROI.
4. Blog for brands
This is a company dedicated to connecting bloggers with brands. Blog for Brands has two main premises, influence and independence. Influence because a blog is what makes you different in the digital world and, on the other hand, independence because this is the key to increase the recognition of your brand and achieve your goals.
Blog for brands is an ideal option to generate online conversations and actively listen to bloggers and influencers who work with them on a day-to-day basis. In addition, this platform will put you in contact with influencers and brands, so you can decide the brand that interests you to have a conversation with.
5. Socialbakers
Socialbakers focuses on influencers on several social media and you’ll be able to hire the most popular influencers to make a successful campaign. This platform works with the most important social media and marketing platforms to help you understand your audience, while you can reach some influencers and their data.
Socialbakers is a good platform for influencer marketing because it will help you track, get reports and access influencers’ marketing digital tools to meet your needs. Once you find the influencer of your preference, you start negotiating the price, duration and calls to action.
Define your influencer marketing strategy
In particular, it is extremely important that you know how to set up the details of your influencer marketing campaign and get to know the steps to succeed. Follow these steps and start your influencer marketing campaign:
- Define what kind of collaboration you want to establish and how you’re going to contact the influencer. That is, if you will contact them directly or through an agency.
- Consider the quality of the content your influencer publishes and its relevance compared to other influencers and the target you want to impact.
- Analyze the number of users you could impact and who would add value to our campaign.
- Evaluate the resonance of the influencer, or the capacity to generate engagement with the audience in a relevant way for your brand.
- Identify the most relevant influencers for your product or service and focus on those that meet your criteria and values. For example, if you want to give visibility to a food product, you must choose an influencer expert and trustworthy in this subject.
This point is fundamental because influencer marketing campaigns fail due to the lack of criteria in the selection process. It's not just a matter of the number of followers they have, but if their followers are your target audience. If the influencer doesn’t have the kind of followers you’re looking for, you will be wasting money by targeting people who are not your buyer persona.
Additionally, a large number of followers means nothing if they aren't a community of loyal and engaged followers. That is why studying the audience is so important. There are times when it is more advisable to have a handful of micro-influencers who have fewer followers but who focus on your marketing goals than hiring an influencer.
In any case, you can establish a relationship with the influencer and become familiar with the content. Later, start interacting and take into account these last tips:
- Create value for both. It is important to collaborate with actions that are beneficial for both parties and hopefully, create a long-term relationship.
- Define the look, feel & tone of the collaborations, so that they are a good fit for the content and the nature of your brand.
- Measure the results. You should quantify the results of the collaborating from the beginning to improve the strategy and analyze future collaborations.
- Set some KPIs (Key Performance Indicators) to correctly track the results. For this, you can use Google Analytics for the number of clicks on the URL, measure the reach and impacts of the hashtag used for the campaign with pages like Pirendo or Follow the hashtag and also measure the number of conversions.
Where is the future of influencer marketing heading?
In the future, the impacts of influencer marketing will grow until the market becomes overloaded with advertising and the audience gets more selective and less trusting with the advertising we receive through influencers. But, it is a good time to start your influencer marketing campaigns and as marketing evolves, you'll have to adapt to new techniques.
For this reason, it is necessary that marketing strategies take the appropriate time to find the right profile, rather than collaborating with an influencer with a large number of followers. Focus on creating relationships between the brand and the influencer so that it is not just a short-term collaboration and both of you get to know each other.
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