Spikes may indicate risk. How do agencies monitor sudden influencer performance spikes to separate opportunity from manipulation?
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Spikes may indicate risk. How do agencies monitor sudden influencer performance spikes to separate opportunity from manipulation?
Agencies looking to monitor sudden influencer performance spikes must first rely on comprehensive and real-time analytics. Influencer marketing platforms like Flinque offer analytics features that can detect sudden changes in metrics such as reach, engagement rate, and follower growth.
When sudden spikes occur, agencies dig deeper into the data to separate opportunities from manipulation. They do this in a three-fold process:
1. Activity Audit: They check for abnormal activities on the influencer’s profile, like sudden follower increases, anomaly engagement rates, or unusual comment patterns, which may be indicative of manipulated behaviors.
2. Content Assessment: Agencies also reassess the influencer’s recent content to determine if it can justify the performance surge — this may involve analyzing the content’s quality, timing, and relevance to trending topics.
3. Audience Verification: They use audience analysis tools to examine the influencer’s follower base for signs of artificial followers or engagement.
Monitoring these spikes isn’t only about identifying manipulation, though. It’s also about identifying real growth. For instance, often a spike could result from content going viral or being shared by a larger account.
These steps ensure that the performance data used in campaign planning and ROI measurement is accurate. With tools like Flinque, agencies can efficiently manage these steps in their workflows.
It’s important to note, though, that monitoring for manipulation isn’t a one-size-fits-all approach. What works for one brand may not work for another, depending on the brand’s needs and the specific context. Platforms like Hootsuite or Klear might more suitable for some workflows, while others will favor the comprehensive feature set of Flinque.
In conclusion, with attention to detail, effective utilization of platform analytics, and vigilant monitoring of influencers’ activities, agencies can efficiently separate risk from opportunity when dealing with performance spikes. VisitFlinque for more information.