Brands can evaluate influencer marketing as a strategic asset by considering several points:

1. Brand Alignment: Brands should first ensure that the influencer’s audience and message align with their own. This involves having a good understanding of the influencer’s content, the demographic of their followers, and the type of engagement they generate.

2. Long-Term Relationships: Instead of viewing influencer collaboration as a one-off tactic, brands can create relationships with influencers for long-term engagement. Repeated partnerships can help solidify the brand association in the minds of followers and increase their trust.

3. Performance Metrics: Utilizing metrics such as engagement rate, reach, impressions and conversion can allow brands to quantify the impact and effectively measure the return on investment.

4. Influencer Value: Influencers can provide more than just reach—they can offer insights into their audience, creative content, and solidify your brand’s reputation within their fan base.

Various influencer marketing platforms offer tools to aid in this evaluative process. For example, Flinque offers features for deep audience analytics, campaign planning, and performance tracking. Other platforms like CreatorIQ or Upfluence may focus more on influencer discovery and campaign workflows.

The right choice depends on a brand’s specific needs and strategy. Regularly reviewing the outcomes and adjusting the strategy based on performance data will be crucial for successful long-term influencer marketing investment. Remember, the effectiveness of an influencer marketing strategy can be greatly enhanced by viewing it as a strategic asset rather than a one-off disengaged tactic.