Search-Scroll-See-Scrutinize-Shop is the new norm!
The process of arriving at a buying decision has changed dramatically in recent years. Consumers are done with brands that boast about their products and services mindlessly. They now need something more authentic to convince them to go for a product or service. This has increased the value of influencer marketing tenfold. Brand managers can no longer take social media lightly because their sales heavily depend on the same.
Brands now have to compete on social media as well to keep their target audience intact. Influencer marketing and a brand’s social media presence are deeply interconnected.
This does not simply mean hiring influencers to talk about your products on digital platforms. Apart from the right influencer strategy, brand managers also have to focus on influencer marketing analysis to enhance their social media presence. Analysis is crucial for this marketing technique because there is no other way to measure the success of your campaign otherwise!
If you’re thinking that likes and comments are the only metrics that can help you monitor your brand’s social media presence, then sorry to burst the bubble! Influencer marketing analytics has several other aspects to it.
Let’s delve into how influencer marketing analytics can help improve your brand’s social media presence.
1. Influencer marketing analytics can help you target the right audience
What is the use of creating content if it does not reach the intended audience? Be it an established brand or a newly launched label, it is crucial to know who your target audience is. This can be done with the help of influencer marketing analysis. Your social media goals highly depend on your audience.
Through social media analytics, you can get insights into your audience demographics. Make sure you have answers to questions like-
- What is the age group my brand is targeting?
- What is the gender split of my audience?
- Where is my target audience located?
- What is my audience interested in?
Having answers to the above questions is extremely important for a successful social media presence and influencer marketing analysis will help you with the same. You will be able to choose relevant influencers if you know the pulse of your target audience.
2. Helps you measure influencers
With the help of influencer marketing analytics, you can also measure whether the influencers you are working with are giving your brand desired results. Moreover, it will also give you a path to look for relevant influencers. Be it reaching out to influencers or measuring their performance on different platforms, influencer marketing analysis helps you do it all.
3. Measure your campaign performance
Just putting out content with the help of influencers will not serve you anything credible. You need to know how the content is performing on social media platforms. Measuring your influencer campaigns is as important as planning one! The analysis will give you insight into various performance metrics like engagement rate, likes, comments, shares, campaign reach, etc. This will help you understand whether your campaign is giving you the desired results. Moreover, it also helps curate effective strategies in the future.
4. Helps you understand your niche
Several influencer marketing analytics tools like Unbox Social also give you insights into your industry. With the help of this, you can get details on your niche and what is trending in your industry. This information can help you frame strategies that actually align with your campaign goals. Moreover, social media is filled with your competitors and that means you need to be updated with everything that goes on in your industry! (EVIL SMILE)
5. Influencer marketing analytics can detect where your strategy is going wrong
With the help of these insights, you can find out the loopholes in your influencer marketing strategy. Know if your campaign is reaching the right audience, see whether it is getting the intended response, and lastly, whether it is giving any boost to your sales.
Once you know the issues in your campaign it becomes easier to understand where your brand is lacking on the social media front. This will give the right direction to your social media and content strategies.
Are you already rolling eyes because all this seems too much? Fret not, third-party tools like Unbox Social will help you do all of the above-mentioned analysis. Here’s a glimpse of the influencer marketing analytics tool.
- Find influencers
With the help of this influencer marketing tool, you can effortlessly search for influencers in your niche. Search for influencers based on the platform, category, location, follower range, engagement rate, and audience demographics. This can save you a lot of time and effort!
- Access to influencers
The influencer directory of Unbox Social will give you all the important insights you need to choose influencers. Right from their follower count, location, engagement rate to category, you can view the influencers’ data at a glance and choose according to your brand needs. (We know you heaved a sigh of relief!)
- Audience analysis
Unbox Social’s influencer marketing platform solution offers deep insights into audience demographics. Right from audience age, gender, location to interest, the tool gives data on every metric. The tool snapshot below talks about an influencer’s audience i.e. followers.
- Gauge the relevance of an influencer through post insights
Just selecting influencers based on their follower count will not help you achieve your campaign objective. It is necessary to check what kind of posts they are uploading on the platform, the quality of their content, and how the audience is reacting to their posts. This tool gives you detailed post insights for every influencer which helps you choose better.
- Check which brands your selected influencers are working for
Apart from giving you data on the influencers’ posts, the ‘Smart Search’ feature on Unbox Social also lets you check which brands your chosen influencers are working with. You can check the stated by putting a query for hashtags, mentions, and captions. The snapshot below gives you a glimpse of the ‘Smart Search’ feature. The image below shows the influencers who have posted about Lakme and have stated about it in their mentions or hashtags.
Influencer marketing is nothing without social media. Brands across industries that were struggling to gain the attention of the users have gained a lot from influencer marketing. However, several brand managers fail to get the most out of this marketing technique because they do not analyse their influencer campaigns.
Your social media campaigns can fall flat if they are curated randomly without any research and hence, influencer marketing analytics is inevitable when it comes to a brand’s social media presence.
Before signing off let’s take a look at some brands that took social media by storm through influencer marketing.
GoPro has carved a niche for itself and has attracted most of its follower base through user-generated content. The brand is extremely popular amongst travel enthusiasts and aspiring video and photo bloggers. Everything from hashtags to content has fallen right for the brand on Instagram.
2. Kylie Cosmetics
Kylie Jenner’s fan following has helped her cosmetic brand a lot. Not to forget, the brand has a super-attractive feed which keeps you engaged as a user. This account enjoys a follower base of 24.1m making it one of the most followed accounts on Instagram.
The shared workspace concept by WeWork has changed the work environment for many organisations. Moreover, the brand is also faring fantastically on Instagram with its attractive feed. WeWork’s content strategy not only talks about its workspaces but also conveys a lot about work culture!
4. The Citizenry
With 392k followers on Instagram, The Citizenry is one of the most loved home decor brands on Instagram. The picture-perfect content on their feed draws a lot of attention. Additionally, their feed is colour coordinated which makes it a feast for the eyes.
The fitness and nutrition app 8fit has created a massive fan following on Instagram. The brand also gives nutrition tips to its followers. The workout images coupled with lip-smacking food pictures make this Instagram feed worth following.
Now that we’ve equipped you with everything head straight to Unbox Social and start tracking your influencer marketing campaigns now!