By Stelyana Hristozova, 17.03.2020
Influencer marketing as we know it today came to life just a few years ago, but it is already one of the most effective marketing tactics. It can boost your brand performance by establishing close-knit relationships with customers and winning their trust.
Contrary to common beliefs, Influencer Marketing is not limited to finding an Instagrammer and pay them to promote your products. The choice of the right influencer is crucial for the successful outcome of the campaign.
Marketers need to step aside from vanity metrics when it comes to evaluating influencers. A high number of followers may offer great potential reach, but it cannot guarantee positive campaign ROI.
One of the assets with great importance in Influencer Marketing is reach. It shows the potential amount of unique viewers, to whom the content will be displayed.
A larger reach might mean that more people will see the content. Consequently, the audience size is closely connected to the reach. Greater exposure offers greater reach.
Even though the reach is highly depending on the followers’ count, precise data is needed to calculate the actual audience reach.
Sometimes, two influencers with the same follower base can reach the pubic differently. Here comes the question of how can a marketer calculate the true reach of an influencer?
Firstly, the audience demographics must be considered, whether they match your target group. As a marketer, it is important to require as much data as possible, to determine whether the influencer is the right fit.
The pictures above represent the audience demographics of two influencers with the same followers count.
If your target group, for example, is females, from 25 to 34, living in Denmark, then the second influencer will offer more profitable reach for your brand.
Moreover, consider reach efficiency rate. It represents a ratio of the number of followers, that is reached on average. A marketer can use this ratio to calculate the actual reach expected of the creators content.
Such a ratio varies a lot from influencer to influencer and is highly reliable in terms of reach estimations. Higher reach efficiency means that the campaign might reach the target group more effectively, for lower CPTR.
Influencer marketing can impact the business positively and result in higher sales and brand recognition. However, the choice of influencer is crucial.
A lot of followers cannot ensure a successful outcome of the campaign. Instead of looking at the vanity metrics, marketers much evaluate more in-depth data.
An important metric is reach efficiency rate, which speaks for the true reach of the influencer. It can prove the content creator capabilities, and whether it is a worthy investment.
If you struggle with finding the new influencer for your campaign, make sure to download our free E-book. It provides information about ways to evaluate an influencer, as well as much more insights into Influencer Marketing.