Influencer marketing is steadily becoming a part of every brand’s marketing toolkit.
In partnership with Google and Nielsen, Carat Media conducted the bespoke study Intelligence in Influence – the first of its kind — to highlight a more intelligent approach to influencer marketing.
“But when it comes to strategy, our approach to influencer marketing has often had to rely on a combination of reach and gut feel. Even Malcolm Gladwell’s attempt at a model misses the point: “Influence = Audience Reach (# of followers) x Brand Affinity (expertise and credibility) x Strength of Relationship with Followers.” At the heart of the issue is the fact that, to date, nobody has answered the deceptively simple question “who influences who to do what exactly?”
The business outcome of Influencer Marketing
Influencer marketing has to establish a strong link between the process and business outcomes. Intelligence in Influence highlights that “our preconceptions about influencers are not always borne out in the data and there is significant scope for marketers to apply a more informed, intelligent approach.” An important insight from the study is numbers should not be based on exposure but rather than on action, which is what people do after being exposed to certain types of content. This too should be measured after each campaign, and reported accordingly.
And this could only be achieved through the ideal combination of human and artificial intelligence.
At Narrators, influencers are not selected simply based on their follower count or interests. We spend a great deal of time analyzing how they communicate through their content before inviting them to join a brand campaign, so that brands would not have to.
Are they well put together? Are they savvy at what they do? Can they encourage brand affinity without hard selling? These are the questions our Community Management Team strive to answer before influencers are recruited into our global community.
As the industry evolves, we invest in cultivating a data-driven AND community-focused culture to derive information that leads to actionable insights.
Speak with us today to build the perfect influencer community for your brand, who can ultimately drive your business.