Brands can maintain differentiation and prevent influencer analytics from becoming commoditized by focusing on several strategies:

1. Unique Content Creation: Instead of using identical strategies across platforms, brands can encourage influencers to create unique content tailored to the style and audience of each platform. Variations in content can create various engagement metrics and analytics, preventing commoditization.

2. Custom Campaign Goals: Instead of generic KPIs, use nuanced, brand-specific goals for each campaign. By analyzing influencers based on unique, relevant metrics, brands can maintain the unique value in their analytics.

3. Focus on Niche Influencers: Instead of focusing on influencers with the largest following, brands can partner with niche influencers who have a highly engaged audience. This can result in more specific and less standardized audience analytics data.

In terms of influencer marketing platforms, they all approach these strategies slightly differently. For example, Flinque, gathers granular insights on influencer behavior, allowing brands to create a refined, personalized influencer strategy. Other platforms may focus on simplified metrics that prioritize scale over specificity.

Influencer marketing platforms are multifarious tools, and their effectiveness will largely depend on how well their features align with your brand’s unique needs and goals. Therefore, brands should explore several options and choose the platform that best serves their specific objectives. This will also prevent analytic commoditization, as such a choice will lend unique insights relevant to the particular brand.

Remember, while preventing commoditization is crucial, brands should also ensure the data they gather and use is actionable and that it fuels effective marketing decisions. Therefore, a combination of differentiation strategies and data usability should drive brands’ influencer marketing efforts.