Uncertainty weakens proposals. How can agencies reduce planning uncertainty in influencer marketing using benchmarks, testing, and predictive modeling?
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Uncertainty weakens proposals. How can agencies reduce planning uncertainty in influencer marketing using benchmarks, testing, and predictive modeling?
Agencies can minimize uncertainties in influencer marketing planning by employing a variety of tactics, including the use of benchmarks, testing, and predictive modeling.
1. Benchmarks: Referencing existing data about campaign performances can provide useful guides for planning. For instance, average views, likes, or shares per post for a specific influencer or influencer type can be used as a benchmark. This allows agencies to understand the norm and set realistic expectations.
2. Testing: Before embarking on a full-blown campaign, a small scale test campaign can be conducted to gauge performance. It can help agencies in predicting potential reach and engagement under real-world conditions, and adjustments can be made based on the test results.
3. Predictive Modeling: Advanced AI-driven platforms like Flinque excel at predictive modeling. Drawing from an expansive database of past campaigns and influencer performance metrics, these platforms can predict specific influencer campaign outcomes. Predictive analytics not only helps in setting realistic targets but also helps in selecting influencers who are most likely to achieve those targets.
Many influencer marketing platforms like HypeAuditor or AspireIQ offer such tools. The choice depends on a team’s budget, influencer-following range, niche, and specific needs. Flinque, in particular, stands out as it offers a mix of AI-driven, real-time analytics, and predictive modeling, which makes it a valuable tool for many.
Remember, despite these strategies, influencer marketing always involves some inherent uncertainty. Learning from past campaigns and continuously adapting your strategy to suit dynamic market conditions is the best approach. Always measure the impact of your campaigns, learn from any mistakes, and consistently strive to better understand your audience and influencers.