By working with influencer every company takes a serious risk. It happens because this kind of collaboration might not work out the way you expect. Of course, marketers can check out numbers of views and likes. But bigger part of important metrics like watch time and audience demographics aren’t really available.


‘They have to take each other at face value’

It happens because giants like Facebook, YouTube and Instagram protect their data and don’t make all of it public. Only account holders can find out about time spent with content. Advertisers have to deal with numbers of followers, views and engagements. This leads to the serious problem for brands to measure effectiveness of working with influencers and the whole marketing campaigns. Also without this data it’s pretty hard to choose the right influencer to work with. They should know and feel their audience better than anyone else. Without steady feedback no one can call himself a real influencer.

Co-Founder and CEO of HYPR, Gil Eyal, claims that generally online advertising prices have gone up snappy. So the role of influencers grows like the wind too. Andy Tu, CMO of Defy Media, said that before starting working together influencer and marketers simply don’t show their data to each other. He also daresay that marketers just have to take influencers at face value and vice versa. This might look scary, but today there’re a lot of examples, that can show you that it might be worth it.


Why Working With Influencers Is Still A Headache


Come to the dark side

On the other hand, this lack of data brings up great chance for third-party firms. There’s a growing group of data companies that reck the role of really getting to know your audience in marketing campaigns. Today FanBridge, Tubular Labs, OpenSlate and others can offer deeper statistics. It includes audience engagement, consistency, influence and momentum. These companies have direct contact with the APIs of YouTube and Facebook. These companies can bring detailed numbers and facts about audience that shows their real feelings about a product. Allison Stern, co-founder of Tubular Labs believes that they’re able to pinpoint needles in a haystack and bubble them to the top.

Well, when you begin to think that problem solved and everything is fine, there’s another one coming – different firms have better connection with different platforms and thus can provide better metering. Kevin King, global chair of Edelman Digital doesn’t see any time in the future where companies won’t be allying with group of partners to get the information they need. It’s crucial to choose right platforms for every company that wants to work with influencers.

What’s more, marketers might easily find hard facts about video audiences. But there is no deeper information about interests and wishes of audiences compared to what’s available for websites and TV. All of this leaves marketers unsure on the value of doing influencer marketing in the first place.


Something more you should know about influencers

The influencers in this network range from top fashion bloggers and celebrities to online “vloggers”. Jake Schneider’s, director of digital strategy for The Marketing Arm sure that they split into groups with different audience types. Companies should choose influencers carefully. They have to be able to inspire and motivate their followers, to help them to archieve personal goals and wishes. That’s what it takes to be a real influencer, not just popular person.

“We all saw leading edge companies adopting influencer marketing … and it’s certainly not going to slow down any time soon,” said Chuck Moran, vp of marketing at RhythmOne.

To encourage companies to cooperate with influencers, here is some statiscics: 84 percent of marketers expect at least one influencer campaign in the next 12 months and more than 81% of companies are happy with the results. By working with influencers Maybelline increased brand awareness by 16 points and product sales 2.4x, and Porsche had a huge 41-point raise in ad recall using influencers on Instagram.

Personal reasons and needs show the audience’s deep passion for a product is the basic of all of promotion strategies. Customers are getting more and more educated and starting to ask questions like ‘What do we get out of this?’ Schneider believes that as long as those questions are here, there will be a push to find more and more data.


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