Cracking the Data Formula to Influencer Marketing

So you’re working with an influencer that’s a good fit for your brand, and they’re presenting it across their channels. You’ve paid your influencer their fee, and given them a complimentary sample of your product to share across their channels. But outside of those expenses, that’s all the investment that you’ve made into your campaign. 

How do you know how much of an ROI you’re getting from working with that influencer? How do you know how much reach you’re getting for what you’re spending? That’s where metrics, KPIs, and methods to track your campaigns are crucial. But when you’re not getting direct revenue from a campaign, it can be even more difficult to know what’s working and what isn’t. After all, you can’t improve your marketing efforts if you have no way to measure it. That’s where Earned Media Value, or EMV, can make a massive difference. 

EMV can be especially helpful to your influencer campaigns because it can help you measure the overall buzz that they’re creating for your brand. You can use a form of EMV to track how many interactions and engagement each post gets when your influencer mentions your product. It’s still challenging to track, since the effect an influencer can have on their followers’ buying habits is unique. Some people will buy your product simply because their favorite influencer promotes it, while others need harder facts to be persuaded. 

But the good news is that EMV’s value can make a huge difference even on learning what kind of content your audiences respond most positively to. Do they prefer photos or video? Product demos or reviews? Detailed information or just visuals? You can plug in the appropriate value into that standard formula and compare what kind of content resonated with the most people. Then you can use that data and plan your next campaign to focus on what performed the best.

Still not sure how EMV can help your brand reach its goals? At Sideqik, our team of experts works with you to identify your goals, and get you the metrics that matter to you for success, both now and in the future.

Schedule a call with us today to learn how we can use EMV to elevate your influencer campaign results.

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