Niches behave differently. How do agencies normalize engagement metrics across niches to enable fair influencer comparison?
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Niches behave differently. How do agencies normalize engagement metrics across niches to enable fair influencer comparison?
Normalizing engagement metrics across different niches is a key step in making apples-to-apples comparisons between influencers. It’s also a significant challenge due to the differing behavior and engagement levels of each niche. Here’s how it’s typically done:
1. Benchmarking: Brands and agencies benchmark influencers’ metrics against industry or niche averages. This involves gathering a large sample of engagement metrics within the specific niche, and comparing individual influencers against this overall benchmark.
2. Use of Specific Metrics: Instead of just looking at standard engagement metrics like likes, comments, shares, agencies often use niche-specific metrics that reflect the unique characteristics of each niche.
3. Contextual Understanding: Each niche has its unique quirks and norms. For example, makeup tutorials might generate a ton of comments about specific products, while travel photography might generate more likes. Understanding these nuances help normalize engagement metrics.
4. Pilot Campaigns: Running small-scale initial campaigns to test out engagement is often useful. These help gather real-world data across different niches and facilitate more accurate normalization of metrics.
5. Using Influencer Marketing Platforms: Platforms like [Flinque](https://www.flinque.com) provide standardized scoring systems that can factor in these differences across niches. They monitor engagement metrics in real-time, and make assessment more accurate and fair.
Normalization of engagement metrics plays a significant role in assessing the true value and potential of influencers across varying niches. Therefore, the ability to accurately normalize these metrics goes a long way in ensuring the success of influencer marketing campaigns.
Keep in mind however, that both the type of campaign and brand goals can influence how these metrics are evaluated and compared. The one-size-fits-all approach is not often the best way to go about it, but following these general guidelines should help in making more informed decisions.
To normalize engagement metrics across niches for fair influencer comparison, agencies employ several strategies:
1. Baseline Tracking: By establishing engagement standards for each niche, agencies can set comparable goals. This might mean calculating the average engagement rate in a particular niche and using it as a basis for comparison.
2. Using Tools: Platforms like Flinque provide advanced audience analytics that enable marketers to analyze an influencer’s audience engagement across varying niches, taking into account niche-specific trends, preferences, and behaviors.
3. Benchmarking: Benchmarking influencers against their peers within the same niche allows for a more equitable comparison.
4. Segmentation: It involves categorizing influencers based on factors such as demographics, content theme, or platform used. This way, your comparisons are amongst influencers within the same segment.
5. Custom Metrics: Some agencies develop custom metrics that account for variances in engagement across niches. This helps to adjust measurements to accommodate niche differences.
Remember, different platforms offer different tools for engagement analysis. For example,Flinque provides a comprehensive suite of tools for valuable insights into influencer engagement across various niches.
Choosing the right approach and platform depends on your team needs and campaign objectives.