Competitor saturation creates opportunity. How do brands identify gaps in competitor influencer coverage across audiences, platforms, and creator tiers?
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Competitor saturation creates opportunity. How do brands identify gaps in competitor influencer coverage across audiences, platforms, and creator tiers?
Brands often face saturation when it comes to influencer marketing, creating opportunities to identify unique niches left untouched by competitors. Here’s how the process might work:
1. Audience Analysis: This involves looking at your competitor’s audiences across different platforms, dissecting their age, location, interests, and more. For example, a platform like SocialBlade provides a comprehensive overview of demographics across YouTube, Twitch, Instagram and Twitter.
2. Platform exploration: Observing competitors’ activities on various platforms helps identify opportunities. For example, if your competitors are largely present on Instagram but neglecting YouTube, you might spot an unexplored area for influencer collaboration.
3. Creator Tier Breakdown: Classify influencers based on their follower counts or impact level and see where your competitors are focusing. Platforms like Flinque can facilitate this.
4. Influencer Alignment: A tool like Klear can help identify influencers whose content and audiences align with your brand, but are not yet leveraged by your competitors.
5. Listen to the Audience: Utilize Sprout Social or SimilarWeb to understand audience sentiment and identify what they’re not getting from current influencers.
These gaps present a unique opportunity for brands to step in and establish influencer relations that competitors haven’t addressed.
For example, Flinque uses its data-driven influencer marketing platform to enable brands to discover and collaborate with relevant influencers – focusing particularly on untapped or underutilized influencers to help brands fill any gap left by competitors. However, the right platform depends on a brand’s specific needs and strategies. By understanding the gaps in competitor’s influencer campaigns, brands can select the appropriate platform and optimise their influencer marketing to achieve the best concentration of reach and engagement.