Influencer marketing works. We know that, and we can prove it. But measuring the success of your brand’s influencer marketing efforts is not cut and dry. And, no, ‘likes’ are not—and will never be—directly correlated to sales. That doesn’t mean your efforts cannot be measured. As unique as influencer marketing is, so are the set of numbers that will come along with it, and the ways in which you will measure, and most importantly—what you should measure. Our Founder, Kristy Sammis, breaks down the truths and myths of measuring influencer marketing in her piece for Campaign, “Demystifying Measurement in Influencer Marketing“. Kristy lays the groundwork for how to go about measuring influencer marketing, with all its quirks and challenges (people are not ad units, ahem, engagement is important, cough, cough). With authority only an industry trailblazer could have, Kristy breaks it down: Influencer marketing works. It can be measured, but buckle up for a different type set of numbers and practices. Read more here!

Comments

  • Just read the article and I couldn’t agree more. Rather than conversions, I think it rather builds brand awareness and presence. Definitely more like planting seeds, especially when you’re still starting out. Anyway, thanks for sharing! I was wondering, do you prefer big influencers than micro influencers?

    • Hi, Emmerey!

      Thanks so much for taking the time to check out Kristy’s piece for Campaign and sharing your thoughts!

      You bring up such an important (and super timely!) question regarding micro-influencers—an element of influencer marketing that CLEVER loves to chat about! All of our influencers—from top-tier individuals with millions of followers to our “sweet spot” influencers with smaller audiences—are valuable in spreading a brand’s message. The type of influencer that is going to be the most effective for a program always depends on one thing: the brand’s ultimate goal.

      We see such a strength in micro-influencers—they’re an extremely powerful source in getting a brand’s message to an engaged, core audience and for increasing brand conversation! And, when it comes down to it, everyone’s an influencer—even your second cousin, twice removed, who posts her favorite shopping market buys on Facebook! You’re more likely to trust her opinion rather than a celebrity selling detox tea on Instagram, right? So, while micro-influencers may have smaller audiences (we’re talking 15-100 followers!)—their audience trusts them, and their opinion shared on social media boosts brand awareness, sentiment, and intent. There is high (we’re talking out-of-this-world) engagement and impression possibilities when it comes to micro-influencers—and it can all be measured!

      Stay tuned, because at CLEVER, we have a little somethin’ when it comes to micro-influencers up our sleeve that we’re excited to launch in Spring.

  • Just noticed your response. Thank you Genevieve! 🙂 That quite long. Thank you for the tips! 🙂

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