We're excited, really excited!
We just passed the 70 million mark when Swedish beauty Sendi Skopljak signed up for Cirqle. Our network of influencers now reaches 70.233.892 consumers across more than 25 countries across 7 social channels including Tumblr, Twitter, Pinterest, Facebook, Instagram, Youtube and Google Analytics. Our data warehouse allows us to help brands build, develop and run automated campaigns with close to 4000 influencers. Our data-reporting-suite provides insights into the performance of those influencer campaigns, uncovering the ROI of influencers-power.
As for many brands, data is the lifeblood of modern business. And it is no different in marketing. To compete in the digital age, brand marketers must be experts at profiling, tracking and targeting people across the web and at leveraging this critical data to refine their marketing strategy. Although influencer marketing is often regarded as a branding strategy, savvy performance marketers are quickly realizing its power to drive sales, signups, and app installs. They are not alone: in a recent study, McKinsey found that consumer-to-consumer word of mouth generates more than twice the sales of other forms of paid advertising.
Data is key
Since influencers are turning into today's celebrities, their endorsement(s) can make or break a brand. Brands have signaled those developments and have rapidly begun partnering with influencers. Unfortunately, most brands haven’t yet figured out how to walk the fine line between building engaging quality content and creating straight flat-out promotions. Brand safety is paramount to any successful advertising campaign, but often being too “brand-safe” can squash the viral momentum of an influencers creative freedom.
Takeaways For Your Next Influencer Marketing Campaign
The key thing to remember here? Creativity works. When partnering with influencers, it’s critical that you have a solid understanding of what type of content will resonate well with the influencers audience demographic. Influencer marketing doesn’t work if it’s overly promotional or not a fit with the right influencer. You can read about our case studies here.
Being brand-safe is one thing, being an outright advertisement is another. Keep in mind:
- Brands are partnering with influencers.
- Partnering with smaller, targeted influencers (long-tail) can drive similar or better results than collaborations with top tier influencers alone.
- Giving the influencer (creative) freedom can help a piece go viral.
- Understanding an influencers audience and demographic can help a brand pinpoint their target market.
- The ROI of influencers is typically uncovered over campaigns that run for a sustained amount of time.