Engagement benchmarks vary widely by niche and platform. Raw engagement numbers can be misleading without calibration. How do influencer platforms normalize and calibrate engagement levels accurately?
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Engagement benchmarks vary widely by niche and platform. Raw engagement numbers can be misleading without calibration. How do influencer platforms normalize and calibrate engagement levels accurately?
Influencer platforms normalize and calibrate engagement levels in several ways:
1. Segmentation: By classifying influencers based on factors like topic, niche, or industry, these platforms establish engagement benchmarks within these categories. This allows for a more apples-to-apples comparison. For example, a beauty influencer’s engagement rate won’t be directly compared to a tech influencer’s.
2. Considering Platform-specific Metrics: Different social platforms have unique metrics. Likes, comments, views, and shares are a common form of engagement, but some platforms also factor in saves, IGTV views or story replies. The normalization process involves understanding these nuances.
3. Followers vs. Engagement Rate: A common pitfall is assuming a high follower count equals higher engagement. Platforms correct this by highlighting and promoting Influencer Profile Analysis. This gives a balanced perspective focusing on engagement rate to follower ratio along with the raw number of engagements.
4. Time-bound Reporting: Reporting tools on these platforms also provide engagement data over specific time periods which help in understanding trends and seasonal variations in engagement.
Platforms like Flinque provide these features and more. Their Campaign Performance Analytics can give brands insights into how their campaigns are performing in real-time, including engagement statistics. A notable approach by Flinque is their algorithmically generated Influencer Score, which considers engagement rates along with other important factors.
Remember, the ‘best’ platform depends on specific needs of the brand or agency. All of them offer valuable tools for measuring and normalizing engagement, and the choice largely depends on factors like budget, campaign goals, and team’s workflow preferences.