Influencers: calculation of risks and measurement of results

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By Lívia Caixeta

It is increasing and noticeable to anyone that even remotely uses social networks the amount and the several types of influencers that come up almost on a daily basis. Relating to this niche became an almost mandatory path for brand disclosure campaigns, especially if we are talking about brands from the retail segment. It is like if influencers evaluated the product and/or the positioning in hand. But, how to calculate the risks of these campaigns and furthermore, how to measure results?

Relevant aspects

– Persona: search for people that fit in the positioning of your business and, in the case of retail, of your product as well. A badly planned partnership may cause an image crisis straightaway.

– Followers x Engagement: having several followers doesn’t (always) mean much! There are several “automated” manners of conquering numbers online. But what truly matters for us is generating quality information, the ones that conquer the influencer’s followers. After all, it is partnership we are talking about!

–Stories relevance: Evaluate the behavior and how interesting are the Instagram Stories, because this is a resource that generates the greatest engagement indexes and lead generation.

– Media Kit: most influencers already have one! It is a mini-portfolio that, in general terms explains who they are, how they position themselves and how they work (partnership or fees!)

Results

The result of a campaign with influencers depends, basically, on the result you wish for. That is why having clear and defined goals is crucial in this journey! The consolidation of what has been conquered during the campaign must be handled in two aspects:

Behavioral: how much of the influencer’s engagement was absorbed to you? An analysis can be done considering the metrics that the social networks themselves generate, or still, for the inbound cases, how many registrations were consolidated in your website and how much has the flow in you page grown.

Absolute: How much was invested? What is the return in sales? What is the impact (reach)? It is simple calculation, where one must divide the invested amount by the return in sales or even by the reach or registrations.

Even though this is a vast world, a good deal of planning is capable of producing campaigns of surprising results!

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