Monthly Archives: January 2017

< Back to Blog

Measuring the “ripple effect” with your Influencers

As more and more brands begin to activate influencer marketing programs this year, there will be close attention paid to the quality of the content, the engagement of their audience with that content, and ultimately how the sharing of content yields new business and more brand awareness for the marketer. The effectiveness of any marketing spend is ultimately tied back to how it drives sales so some of the same metrics for success with traditional paid media (reach, efficiency, etc.) will apply to influencer marketing but with a new spin. The “ripple effect” for influencers and micro-influencers can be described as how well their message ultimately carries throughout their network of followers and beyond. The obvious way to measure this is to look at # of followers, # of shares, do some quick math to look at the collective reach of an influencer for an average post and apply a premium CPM to that content. It’s both a function of their own reach (followers), and the propensity of their followers to share content (potential reach) based on timing, quality, and topic they may be posting. But the real “ripple effect” is really how far that message carries beyond the initial post and initial shares. How did it impact conversion rates? How did it lead to offline behaviors? Did it yield new, organic posts about the brand from people exposed to the content? How did it contribute to brand recall at the moment of purchase? All of these metrics are now within closer reach through new tools designed to track an influencer’s impact back to the brand. One of the... read more