We see strong short term and long term value from Influencer campaigns, across both organic reach and content performance in paid campaigns.
๐๐๐ “๐๐ป๐ณ๐น๐๐ฒ๐ป๐ฐ๐ฒ๐ฟ” ๐ถ๐๐ป’๐ ๐ฎ ๐ฐ๐ต๐ฎ๐ป๐ป๐ฒ๐น ๐ผ๐ฟ ๐ฎ ๐๐ฎ๐ฐ๐๐ถ๐ฐ, ๐๐ต๐ฒ๐ฟ๐ฒ ๐ฎ๐ฟ๐ฒ ๐บ๐๐น๐๐ถ๐ฝ๐น๐ฒ ๐ฑ๐ถ๐ณ๐ณ๐ฒ๐ฟ๐ฒ๐ป๐ ๐ฎ๐ฐ๐๐ถ๐๐ฎ๐๐ถ๐ผ๐ป๐ ๐๐ต๐ถ๐ฐ๐ต ๐น๐ถ๐๐ฒ ๐๐ถ๐๐ต๐ถ๐ป ๐๐ต๐ถ๐ ๐ด๐ฒ๐ป๐ฒ๐ฟ๐ฎ๐น ๐๐ฒ๐ฟ๐บ.
You can’t do “more influencer” without knowing ๐๐ต๐ฎ๐ ๐๐ผ ๐ฑ๐ผ, ๐๐ต๐ฒ๐ป ๐ฎ๐ป๐ฑ ๐๐ต๐.
As with most activity, the right answer depends on what you are trying to achieve.
๐๐ฒ๐ฟ๐ฒโ๐ ๐ต๐ผ๐ ๐๐ฒ ๐บ๐ฒ๐ฎ๐๐๐ฟ๐ฒ ๐ถ๐ and ๐๐ต๐ฎ๐ ๐๐ฒ ๐๐ฒ๐ฒ
We measure all our influencer activations through MMM, and we have deep insight into where we see the strongest performance from different influencer activations to drive different business outcomes.
The chart below shows some indexed findings of these MMM outputs aggregating 2,000 influencer activations across UK and US.
๐๐ฉ๐ฆ๐ด๐ฆ ๐ข๐ณ๐ฆ ๐ข๐ญ๐ญ ๐ช๐ฏ๐ฅ๐ฆ๐น๐ฆ๐ฅ ๐ท๐ข๐ญ๐ถ๐ฆ๐ด, ๐ต๐ฉ๐ฆ๐บ ๐ด๐ฉ๐ฐ๐ธ ๐ธ๐ฉ๐ช๐ค๐ฉ ๐ข๐ค๐ต๐ช๐ท๐ข๐ต๐ช๐ฐ๐ฏ ๐ต๐บ๐ฑ๐ฆ๐ด ๐ธ๐ฐ๐ณ๐ฌ ๐ฃ๐ฆ๐ต๐ต๐ฆ๐ณ ๐ฐ๐ณ ๐ธ๐ฐ๐ณ๐ด๐ฆ ๐ฐ๐ฏ ๐ข๐ท๐ฆ๐ณ๐ข๐จ๐ฆ ๐ข๐ค๐ณ๐ฐ๐ด๐ด ๐ฅ๐ช๐ง๐ง๐ฆ๐ณ๐ฆ๐ฏ๐ต ๐ฃ๐ถ๐ด๐ช๐ฏ๐ฆ๐ด๐ด ๐ฐ๐ฃ๐ซ๐ฆ๐ค๐ต๐ช๐ท๐ฆ๐ด. ๐๐ถ๐ต ๐ช๐ฏ๐ฅ๐ฆ๐น๐ฆ๐ด ๐ฐ๐ฏ๐ญ๐บ ๐ด๐ฉ๐ฐ๐ธ ๐ต๐ฉ๐ฆ ๐จ๐ฆ๐ฏ๐ฆ๐ณ๐ข๐ญ ๐ต๐ณ๐ฆ๐ฏ๐ฅ๐ด, ๐ช๐ง ๐บ๐ฐ๐ถ ๐ฆ๐น๐ฆ๐ค๐ถ๐ต๐ฆ ๐ข ๐ฃ๐ณ๐ช๐ญ๐ญ๐ช๐ข๐ฏ๐ต ๐ค๐ฆ๐ญ๐ฆ๐ฃ๐ณ๐ช๐ต๐บ ๐ฑ๐ข๐ณ๐ต๐ฏ๐ฆ๐ณ๐ด๐ฉ๐ช๐ฑ ๐ต๐ฐ ๐ฅ๐ณ๐ช๐ท๐ฆ ๐ฏ๐ฆ๐ธ ๐ค๐ถ๐ด๐ต๐ฐ๐ฎ๐ฆ๐ณ๐ด ๐ต๐ฉ๐ฆ๐ฏ ๐ช๐ต ๐ธ๐ช๐ญ๐ญ ๐ธ๐ฐ๐ณ๐ฌ ๐ณ๐ฆ๐ข๐ญ๐ญ๐บ ๐ธ๐ฆ๐ญ๐ญ, ๐ฆ๐ท๐ฆ๐ฏ ๐ต๐ฉ๐ฐ๐ถ๐จ๐ฉ ๐ต๐ฉ๐ฆ ๐ช๐ฏ๐ฅ๐ฆ๐น๐ฆ๐ฅ ๐ข๐ท๐ฆ๐ณ๐ข๐จ๐ฆ ๐ด๐ฉ๐ฐ๐ธ๐ด ๐ค๐ฆ๐ญ๐ฆ๐ฃ๐ณ๐ช๐ต๐ช๐ฆ๐ด ๐ต๐ฆ๐ฏ๐ฅ ๐ต๐ฐ ๐ฑ๐ฆ๐ณ๐ง๐ฐ๐ณ๐ฎ ๐ฃ๐ฆ๐ต๐ต๐ฆ๐ณ ๐ธ๐ช๐ต๐ฉ ๐๐ฆ๐ธ ๐๐ณ๐ฐ๐ฅ๐ถ๐ค๐ต ๐๐ข๐ถ๐ฏ๐ค๐ฉ๐ฆ๐ด. (๐๐ฏ๐ฅ ๐ท๐ช๐ค๐ฆ ๐ท๐ฆ๐ณ๐ด๐ข, ๐ข ๐ฃ๐ข๐ฅ ๐ข๐ค๐ต๐ช๐ท๐ข๐ต๐ช๐ฐ๐ฏ ๐ช๐ด ๐ถ๐ฏ๐ญ๐ช๐ฌ๐ฆ๐ญ๐บ ๐ต๐ฐ ๐ด๐ถ๐ค๐ค๐ฆ๐ฆ๐ฅ ๐ฆ๐ท๐ฆ๐ฏ ๐ช๐ง ๐ต๐ฉ๐ฆ ๐ช๐ฏ๐ฅ๐ฆ๐น ๐ท๐ข๐ญ๐ถ๐ฆ ๐ช๐ด ๐ฉ๐ช๐จ๐ฉ.)
๐๐ฒ๐ฟ๐ฒโ๐ ๐๐ต๐ฎ๐ ๐๐ฒ ๐๐ฒ๐ฒ ๐ฎ๐ด๐ฎ๐ถ๐ป ๐ฎ๐ป๐ฑ ๐ฎ๐ด๐ฎ๐ถ๐ป
We see some common trends:
โข ๐๐ฒ๐น๐ฒ๐ฏ๐ฟ๐ถ๐๐ถ๐ฒ๐ ๐ฎ๐ป๐ฑ ๐๐ฟ๐ฎ๐ป๐ฑ ๐๐บ๐ฏ๐ฎ๐๐๐ฎ๐ฑ๐ผ๐ฟ๐ ๐๐ผ๐ฟ๐ธ ๐ฏ๐ฒ๐๐ ๐๐ต๐ฒ๐ป ๐๐ฒ ๐ฝ๐ฎ๐ถ๐ฟ ๐๐ต๐ฒ๐บ ๐๐ถ๐๐ต ๐ป๐ฒ๐ ๐บ๐ฒ๐๐๐ฎ๐ด๐ฒ๐. Give them a new product to speak about or the chance to launch a new sale event and they can shine.
โข ๐๐ผ๐ป๐ด ๐๐ฒ๐ฟ๐บ ๐ถ๐ป๐ณ๐น๐๐ฒ๐ป๐ฐ๐ฒ๐ฟ ๐ฝ๐ฎ๐ฟ๐๐ป๐ฒ๐ฟ๐๐ต๐ถ๐ฝ๐ ๐ฎ๐ฟ๐ฒ ๐ด๐ฟ๐ฒ๐ฎ๐ ๐ฎ๐ ๐ฑ๐ฟ๐ถ๐๐ถ๐ป๐ด ๐ผ๐ป๐ด๐ผ๐ถ๐ป๐ด ๐ฐ๐๐๐๐ผ๐บ๐ฒ๐ฟ ๐ฟ๐ฒ๐น๐ฎ๐๐ถ๐ผ๐ป๐๐ต๐ถ๐ฝ๐, driving customer retention and repeat purchase behaviours (all other activations are relatively weaker here.)
โข ๐ฆ๐ต๐ผ๐ฟ๐ ๐๐ฒ๐ฟ๐บ ๐๐ฟ๐ฒ๐ฎ๐๐ผ๐ฟ ๐ฟ๐ฒ๐น๐ฎ๐๐ถ๐ผ๐ป๐๐ต๐ถ๐ฝ๐ ๐ฎ๐ฟ๐ฒ ๐ฏ๐ฟ๐ถ๐น๐น๐ถ๐ฎ๐ป๐ ๐ฎ๐ ๐ป๐ฒ๐ ๐ฐ๐๐๐๐ผ๐บ๐ฒ๐ฟ ๐ฎ๐ฐ๐พ๐๐ถ๐๐ถ๐๐ถ๐ผ๐ป, particularly when paired with paid amplification (to mitigate their smaller reach).
๐๐ฒ๐ฟ๐ฒโ๐ ๐๐ต๐ฒ ๐ฐ๐ผ๐ป๐ฐ๐น๐๐๐ถ๐ผ๐ป
Once we pair the right activations with the right objectives we give every campaign the best chance to succeed, we can then measure the impact at tactic, niche, platform and content type level to optimise performance further.
