Posts tagged "choose influencers"

True Reach measurement using Affable’s Campaign Analytics

September 15, 2018 Posted by Artificial Intelligene, Influencer Marketing 0 thoughts on “True Reach measurement using Affable’s Campaign Analytics”

Affable aims to make your influencer marketing campaigns transparent and more effective. Once you have chosen the right influencers, Affable can go one step further and give you a custom report of how well your influencer campaign performed.

 

Affable’s report unpacks the campaign learning for you so that you can take advantage of any successes or avoid mistakes in future campaigns. Read more to find out the insights that a campaign report can give you:

 

#1 Overall Campaign Summary

The summary displays the sponsored influencer posts and a quick overview of the campaign performance in terms of total likes, comments and engagement rate of your entire campaign.

If you partnered with  10 influencers for your brand to work on a particular campaign, for example, the promotion of a new phone, this feature can give you analytics of how those 10 posts performed.

#2 Campaign Reach

Affable Report

Campaign reach refers to the total number of different people who engaged, at least once, with your post during a given period. Affable can display this information visually to show you the demographic breakdown of the audience reached.

#3 Engagement:

Engagement is the most important measure of a campaign for many according to a report published by Linqia. 81% of the respondents believe that engagement is the ultimate influencer marketing KPI and all others pale in comparison.

Engagement is the interaction your content gets and is a definite measure of success which Affable can track:

Likes — Likes are a basic and important way to measure content appreciation. They also help you quantify the buzz around your influencer content thus your brand too. Not sure if the post engagement is good? Compare with the other posts uploaded by the same influencer.

Comments — Depending on the number and nature of comments, you can tell whether or not your audience likes your content. Again, Affable can help you find effective was the influencer’s branded content compared to other organic content uploaded by the same influencer.

#4 Gender Distribution

If as a business, you have a product/service that appeals to both genders, demographics wouldn’t be the first KPI to keep in mind. But if you were looking to target one gender more or you were looking to promote a gendered product, knowing if your influencer has reached them is super important. Affable can accurately breakdown gender analysis of an influencer’s post and give you a % value.

#5 Location-specific metrics

If your business is set up in Singapore but your influencer’s post reached India to a large degree, you will not see much increase in sales/visibility to your actual target market. With Affable’s location distribution, you will be able to see which countries the post actually reached.  Knowing this, you can avoid working with influencers who may not have a strong presence in your market.

#6 Age-Distribution

A powerful insight you will not find on Instagram, Affable can also break down the age ranges of the audience who have interacted with a post. As to why you might want to know the ages of your audience, knowing this information can help you know how to speak to them, where to find them, and what they want from your brand and how those people talk. Based on the results, you can adapt your keywords and SEO strategies to reach your market better.

All of these features will help you use data to strengthen your influencer marketing strategy and be better than the competition. If your campaign is a success, our tools will help you know why which will help you for future campaigns. On the other hand, if you fall short of your KPIs, you’ll know instantly by how much and see where things went wrong.

With Affable, you will be able to track the content of each influencer you work when and their content. This will give you the clearest picture of whether an influencer was worth the marketing dollars.

How Affable’s Brand Affinity Analytics Can Add To Your Strategy

August 20, 2018 Posted by Influencer Marketing 0 thoughts on “How Affable’s Brand Affinity Analytics Can Add To Your Strategy”

While evaluating influencers you want to work with, typically you would check the number of followers, their interests and engagement rate. We’ve explained before that knowing the location and demographics of the audience is also essential. But here’s another feature on Affable the influencer brand affinity that brands will find extremely useful.

Putting a face on products has always worked for a number of reasons-

  • People like to buy from people. Logos and design are important but word of mouth recommendations do a lot more for sales.
  • Ads are ubiquitous and amongst all the noise, a brand partner can reach the right people at lower cost.
  • Because you can’t be everywhere at once, Brand ambassadors can take over some of it to champion a brand they love at events and more.
  • Get all the insights you need about any social user to make sure you are focusing on the right people.

 

Feature: Brand Affinity

 

Once signed up with Affable, you can search for influencers through filters and visit their profile. Affable provides in-depth information you wouldn’t typically find on Instagram such as the demographics of the audience, engagement rate, % of suspicious followers, audience interests, and brand affinity among others. This feature shows the entire list of brands the influencer has worked, whether the post was sponsored or organic, when the image was posted and a link to those posts.

Here are some reasons why this feature is useful to you as a brand:

#Loyalty

 

Whether you’re a big brand like Victoria’s Secret or the millennial watch company-Daniel Wellington, the right brand ambassadors have added to the reputation and growth of the brand.

Although quite an old incident, this reflects why brands should be cautious in choosing an influencer. In 2001, Britney Spears was signed on to be Pepsi’s brand ambassador for a 2-year period, however soon after she was caught drinking Pepsi in public causing a major blow to the image of Pepsi. Quite simply, you wouldn’t want to work with an influencer who has an active partnership with your competing company or brand. Our brand affinity tool lists all the brands the influencer has worked with and can also detect if a post has been sponsored (green dollar sign). We can also tell when the image was posted which is very useful to determine if the partnership is recent.

#Competitor Analysis

 

Be thoughtful about which social channels and campaigns you devote your marketing budget to—and make sure that if your competitors are there, promoting hashtags and boosting posts, you’re there, too. With the Affinity tool, you can keep an eye on your competitors’ sponsored posts with influencers and see what has been working for them so you can make smarter decisions using that information.

#Organic Posts

 

Very often, influencers share their experiences, tag brands and products without being paid to do so on Instagram. Affable’s Brand Affinity tool can detect those posts for an influencer. So if an influencer has tagged your product before and has organically shared her thoughts, partnering up with them can be a good idea. Not only with their association with your product seem natural but will also be easier to convert them from a user to a superfan.

 

Why Buying Followers On Instagram Is A Bad Idea

July 5, 2018 Posted by Influencer Marketing 0 thoughts on “Why Buying Followers On Instagram Is A Bad Idea”

Buying followers to make yourself seem popular, whether you’re a brand or an influencer, is tempting and it’s not very expensive to do so too. According to 2016 data, buying 100 followers averages at $2.95 while getting more likes and comment ranges cost about 2.99 per day.

There has been a rise in Instagram bots ever since Instagram changed its algorithm to stop showing chronological posts on the ‘Discover’ feed; instead of ranking them by what its data said people wanted. Such a move resulted in steep engagement drops for millions of users.

Besides buying followers, you also make bots follow hundreds of accounts in minutes based on interest, location etc. The idea is that some of those people will follow you back.

Hold up though, we’re not trying to sell you here, in this post we’re going to give you solid reasons to resist temptation!

1. Buying Followers on Instagram Defeats The Purpose 

 

Can Instagram bots replace human interaction?

The point of social media is to interact, connect and share with other people, brands virtually. And since we don’t live in the world of ‘HER’ yet, having ‘fake’ followers will give you no genuine engagement.

This is particularly important for anybody who identifies as an influencer and brand who chooses to work with the former. If your followers aren’t interested in your likes, dislikes, and interests, then you aren’t influencing them in any way.

Similarly, if you have a business account on Instagram, you will have little use while buying followers who aren’t potential buyers of your product or service. At the very least, you want your followers to look at your posts, even if they don’t like or share them. Bought followers will never see anything you post.

2. You Might End up with Inappropriate Bot Comments on Posts

 

How bots generally work is that you connect your Instagram accounts to them, select the length of time for the bot to function and choose what you want it to do such as, like, comment, or follow. The user then selects generic comments for the bot to choose from, such as “Great post!” or “Amazing!” which is then spammed across many posts.

A problem might occur when the bot makes inappropriate comments on posts. For instance, you might make a post announcing a pet’s death. A fake follower’s “nice post” or “good one” comment doesn’t exactly look good to the other people perusing your account.

3. Instagram Often Purges Fake Followers

 

Instagram is aware of the bot situation and makes regular cleanups of fake accounts.  Since 2014, Instagram purged millions of fake followers from many accounts on Instagram with celebrities like Ariana Grande, Kim Kardashian, and Justin Bieber losing millions of followers in the process. Instagram recently shut down Instagress and PeerBoost, two automate behavior offering Instagram automation services. So buying followers will have no long-term value.

4. Messed up Instagram Feed

 

Since your bot will follow thousands of accounts a day some of whom may follow you back, you can end up with a very jumbled feed, burying relevant accounts in the process.

5. Influencers will find it difficult to cash in  

 

As we mentioned earlier, brands often engage with influencers through affiliate marketing, custom discount codes. Obviously, bots cannot spend any money on the products, rendering the campaign ineffective. With Affable, companies can also determine with great accuracy the % of suspicious followers thus putting your credibility at risk if you do purchase bots.

Buying Followers Instagram

Source: Insights From Affable’s Platform

It is a red flag if an account has 25,000 followers but only 100 likes on an average post which means the engagement rate is less than 1% engagement rate. It gives off a suspicion that most of the profile’s followers are spam accounts or bots. And if your engagement starts dropping due to fake followers, it will become less and less likely that your content gets surfaced in the feeds of your real followers.

We’re sure you’re convinced to stay on the right side of Instagram and win followers by great, engaging content! As for brands who are considering being more careful of which influencer to work with, check out affable.ai and bot-proof your campaign.

 

 

 

8 Factors That Will Help You Choose An Influencer For Your Campaign

June 19, 2018 Posted by Influencer Marketing 0 thoughts on “8 Factors That Will Help You Choose An Influencer For Your Campaign”

While we have expressed the effectiveness of influencer marketing in our past posts, finding the right influencer is still an important factor in the success of your campaign.

Instead of basing your decision on vanity metrics like the number of followers, keep the below 8 factors in mind to get the most out of your marketing budget.

1) Relevance 

 

Relevance is defined as how closely an influencer’s post matches your brand’s targeted keywords. Since the best partnerships work when both parties are able to gain value, it’s important to find influencers who are interested or are advocates of your brand.

For example, although a celebrity will have more followers than a local golfer, if your brand deals with golf products then the latter is the better choice for your campaign.

2)  Audience Demographics

 

An Instagram profile with millions of followers may seem like a quick way to increase your brands reach but these numbers will not be helpful if the influencer’s audience is outside your target demographic.

It’s a common mistake to believe that most of an influencers followers are similar to him/her so even if they align with your brand, it’s not always true that his/her audience does too.

For the best results, start with creating customer personas for your brand— what age groups, location, and interests make up your biggest customer segments? Then look for influencers who have an audience that falls within those specific targets. Since it is not possible to conduct a reverse search on Instagram, we added the audience filter feature on affable.ai to help marketers target the exact audience they want.   

influencer

 

3) Sentiment

 

While this kind of marketing provides many benefits whether its increasing brand awareness and driving sales, it can also have a negative effect if an influencer falls out of favor with his/her following, damaging brand image consequently.

For example, Logan Paul had a considerable following of 10.5 million followers on Instagram which led to successful partnerships with huge brands like Nike, Walmart, Pepsi, Verizon, and HBO. However after Paul’s disturbing vlog filmed in Japan’s Aokigahara or “the suicide forest’, several brands backed away from the rising Instagram star, according to marketers and analytics companies.

4) Activity

 

While there is no magic number of how much an influencer should post, being connected with their audience in a sustained way decides how much of an influence they hold. Besides being active on Instagram helps them build authority over a niche or interest, create connections to promote their content, learn about trends, and interact with their fans.

61% admit to unfollowing an influencer who worked with “inappropriate” brands or who “endorsed too many products.”

influencer cartoon

Excessive promotion of any brand or product also is no good as it feels like spam and consequently less credible. It gives off a sentiment that an influencer is simply doing it for the money and not because of belief in that brand’s products.

5) Geographic Location

 

If you deal with a product or service that is impacted by location– for example, if you are a Singapore-based bakery– it is critical to limit your marketing to the island country because that is where most of your potential customers live.

A manual way to figure out where an influencer is based is to check their profile bio to see if any location is mentioned or to check the Geotag on their images. Not the most efficient way to do things if you’re considering working with many influencers.

6) Engagement

 

Engagement is a crucial metric marketers use to make a decision, is a measure of how relevant and popular an influencer. Analysing an influencer’s engagement rate can give you an estimate of how many people usually interact with his/his posts and can help you estimate the return on investment (R.O.I) on your campaign.

For example, An influencer with 100,000 followers may charge you USD$1,000 per post and has an engagement rate of 1.5%. This means you will receive approximately 1500 interactions per post at a cost of $0.67 per engagement.

Whereas, an influencer with only 50,000 followers may charge you USD$500 per post and has a high engagement at 10%. This means you should expect to receive approximately 5000 interactions at an average cost of only $0.1 per engagement.

(where total engagement is a number of likes and comments.)

It is almost impossible to calculate manually and if you are comparing several influencers it can be very time-consuming, which is where Affable comes to the rescue by providing not only the engagement metric of the influencer but also how it fares with similar influencers on Instagram.

7) Authenticity:

 

We’ve seen that the more trustworthy your influencer seems, the higher is their engagement rate. And among the host of influencers on Instagram, micro-influencers have been proved to have better engagement rates as they are more in-tune with their audience, create more trusted content among other factors. Essentially, you want the influencer to share personal and authentic posts which are creative but also a part of the brands’ storytelling.

It also goes without saying that you would definitely not want to work with influencers who purchase a large number of ‘fake’ followers. Affable’s engagement data also relays with amazing accuracy the % of suspicious following a particular influencer may have.

8) Influencer & Brand Alignment:

 

Since authenticity and creativity is a valued factor in advertising successful campaigns, it would be self-defeating for an influencer to not have a personal style or interests and to simply adapt to any and every product.  

For example, although David Beckham is a strong brand ambassador to many brands, his campaign for AIA’s life insurance failed to generate interest in the product itself according to a CSG report. Many of the surveyed were of the opinion that there wasn’t a strong and authentic connection between Beckham and the financial product.  

Once you’ve short-listed a number of influencers who check all the above boxes, you should then contact these influencers, negotiate a price and be on your way to a successful campaign.