In a recent webinar by Nielsen, Salvator De Angelis, their global leader in audience insights, data and analytics, and the International Head of Digital, touched on the world of influencer marketing and its explosion in recent years.
Before we jump into the webinar and its findings, let’s first take a step back and look at influencers as a whole. We like to think of an influencer as an internet celebrity with a large and engaged audience who can sway customer sentiment and behavior around their affiliations and interests. Connections with their audience can be powerful, in fact, according to the 2021 Nielsen Trust in Advertising study, 71% of consumers trust advertising, opinions and product placements from influencers. However, it’s not always easy to measure the true impact of an influencer campaign.
It’s also important to focus a bit on the main trends around influencer marketing. It’s important to note that there has been a shift from calling it “influencer marketing” to “creative marketing.” This is to establish the co-creation process that we are observing between advertisers and creators. The first thing that we are observing in the market right now is this increased democratization in decision-making. The second is the acceleration in the trend toward long-term partnerships. We are helping a lot of clients build their roster of influencers so working with influencers is not a tactical move anymore, it’s really a long-term marketing strategy. Lastly, there’s a trend towards a renewed focus on redefining measurement and success metrics. It’s really important to be data-backed when it comes to influencer marketing. For this we can leverage tools like InfluenceScope. This tool is designed to measure the true influence of an individual or brand in their specific market. It takes into account a variety of factors, including engagement rates, audience demographics, and sentiment analysis. By analyzing all of these factors, we can provide brands and marketers with a comprehensive view of an influencer’s impact on their target audience.
The webinar touched on several case studies to illustrate the power of the tool. One case study involved a beauty brand that was struggling to connect with its target audience. By using InfluenceScope, the brand was able to identify a group of micro-influencers who were highly influential within their specific niche. The brand partnered with these micro-influencers, resulting in a significant increase in engagement and sales.
Another case study involved a food brand that wanted to increase its social media following. By using InfluenceScope to identify highly influential food bloggers, the brand was able to expand its reach and connect with a new audience.
The webinar also discussed trends in the US, and other markets, highlighting the growing importance of influencer marketing in the digital age. They emphasized the need for brands and marketers to understand the true impact of influencer campaigns, and how their tool can help with that.
Finally, the webinar provided a real example of how InfluenceScope works. The team used their tool to analyze the influence of a popular lifestyle blogger, providing insights into her audience demographics, engagement rates, and other key metrics. By using this information, brands and marketers can make more informed decisions about whether or not to partner with this particular influencer.
In conclusion, the world of influencer marketing is constantly evolving, and brands and marketers need to stay ahead of the curve if they want to succeed. Tools like InfluenceScope provide a comprehensive view of an influencer’s impact on their target audience. By understanding the true influence of an influencer, brands and marketers can make better decisions about who to partner with and how to allocate their marketing resources. With the help of tools like this, influencer marketing can be a powerful and effective strategy for any brand looking to connect with their target audience in the digital age.
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