The language of influencer marketing is universal, spoken everywhere from Russia to Taiwan, Argentina, and Greenland. Data is a word that is used frequently in that language. Knowing what data to use when evaluating influencers and results is crucial for success as global brands work to establish and engage with critical audiences.
In every language, data is data.
Brands are starting to develop a more sophisticated strategy for interacting with influencers as influencer marketing continues to develop. Influencer marketing, though, is not new. Influencers like Santa Claus, who first became a spokesperson for Coca-Cola in 1931, existed before there were models, politicians, or athletes.
Influencers who are digital natives have become more common in recent years. These are the individuals who, at their core, are content creators and have the capacity to connect with their audiences on a true level. And as corporations become more critical of their expectations of influencers, this generation of influencers has become accustomed to the demands that they place on them.
Brands all throughout the world use measures like reach, engagement, and impressions that are standard in marketing. But as influencer marketing has grown more sophisticated, a new viewpoint has emerged.
Brands were comfortable with employing a cost per post approach that was optimised only for reach in the early days of influencer marketing. It wasn’t sufficient to use a preexisting audience to promote their goods to the person’s followers. But companies are starting to understand that they may use measures like Cost Per Acquisition (CPA) or Cost Per Installation (CPI) to determine a campaign’s genuine efficacy.
The funnels that marketing teams are already using for the rest of their efforts are more in line with CPA and CPI campaigns. Brands value these data points, which are transferable across markets. Brands monitor impressions, clicks, and conversions for CPA and CPI campaigns to evaluate their effectiveness.
The transition from celebrity spokespersons to a matrix of various degrees of influencers has also occurred globally and adheres to the same fundamental principles regardless of geo-localization. Another common statistic that marketers all around the world might use is the size of an influencer’s audience. We discover that brands are successful when they use a matrix of several influencer types. We categorise them into the following groups:
But creativity is a universal fact, regardless of the vertical or channel. The degree of originality required for influencer posts in various sectors is intriguing to observe. In addition to knowledge in the field the creator specialises in, content production is a talent that must be learned. In the end, the finest outcomes are still produced by high-quality material.
Global brands are looking for high-quality content, and global customers are looking for knowledgeable analysis. The strategy to achieve both of those objectives, from any location, is influencer marketing.
