Valuing intangible benefits such as ‘buzz’, ‘hype’, or ‘brand sentiment’ is challenging but crucial to assessing the overall ROI of influencer marketing campaigns. Here are some approaches:

1. Social Media Mentions: Track the volume of social media mentions around your brand or specific campaign. Increase in mentions indicates more brand buzz and hype.

2. Sentiment Analysis: Use sentiment analysis tools to track whether these mentions are positive, neutral, or negative. It helps in quantifying the mood or sentiment around your brand.

3. Surveys: Conduct pre and post-campaign surveys to understand how audience perceptions have shifted.

4. Engagement Rate: Higher engagement rates suggest stronger brand sentiment and hype.

5. Brand Search Volume: An increase in your brand’s search volume after a campaign can also signal increased brand awareness.

Using an influencer marketing platform like Flinque could help automate these measurements. Flinque provides comprehensive campaign analytics and insights drawn from a large pool of data, making it easier to track and understand these intangible benefits.

In comparison, other platforms may also track similar metrics but may differ in how they present or interpret the data. For example, some may rely more on automated sentiment analysis, while others might emphasize on user surveys. These variations make it vital for brands to choose a platform suited to their unique needs and goals.

While it’s challenging, getting a handle on these intangibles can provide a fuller picture of the ROI from influencer marketing campaigns. They can produce long-term business benefits, beyond immediate sales or leads, that are vital to a brand’s growth and relevance in the digital arena.