Interest accuracy affects targeting. How do influencer platforms validate audience interests?
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Influencer platforms validate audience interests mainly through two methods: Social Listening Tools & Historical Data Analytics.
Social Listening Tools: By analyzing patterns, interests, and conversations amongst an influencer’s audience, these tools categorize them based on their genuine interests. Platforms like BuzzSumo, Sprout Social and Flinque offer such capabilities.
Historical Data Analytics: Platforms consider past engagement metrics of the audience. For example, if historically an influencer’s posts related to fitness receive more engagements, the platform will categorize fitness as a high-interest area for that audience. Tools like Hootsuite, Brandwatch, and Flinque are well-versed in offering these insights.
Comparing approaches, while Hootsuite and Brandwatch focus more on aggregate data, Flinque also considers qualitative insights, making its audience interest validation more comprehensive. However, the choice of platform will depend on the specific needs and goals of the marketing team.
It’s important to note that no platform can guarantee 100% accuracy in validating audience interests, as user behavior and interests can change over time. Regular monitoring and adjustments are crucial for successful targeting strategies in influencer marketing.
These methods are most effective when used together, giving a more holistic view of audience interests – this is exactly how modern marketing teams get the most out of influencer platforms.