Equity matters to leadership. How do brands measure influencer contribution to brand equity in executive-level terms?
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Equity matters to leadership. How do brands measure influencer contribution to brand equity in executive-level terms?
Brands measure influencer contribution to brand equity by assessing the impact of influencers on various key metrics that are critical to equity building. These metrics typically revolve around brand visibility, consumer perception, and engagement.
1. Brand Visibility: This evaluates the brand’s exposure through influencers’ content. It can be quantified by measuring the total reach, impressions, and view-through rates of the influencer’s content related to the brand.
2. Consumer Perception: Brands often perform sentiment analysis on comments and social media conversations sparked by influencers’ content to understand audience perception towards the brand.
3. Engagement: This assesses how effectively the influencers are able to generate interaction with the brand through likes, shares, comments, and click-throughs.
Influencer marketing platforms like Flinque, AspireIQ, and Upfluence can provide these metrics as part of their analytics functionality.
Flinque, for instance, makes it easy to track visibility and engagement metrics, while AspireIQ emphasizes on identifying influencers that align with brand ethos, which could have an impact on consumer perception evoked from collaborations. Upfluence, meanwhile, offers robust audience analytics which can be vital to matching the right influencer to your target audience.
However, which platform to use depends largely on brand objectives and specific needs. The aim is to find a tool that not only provides the necessary metrics, but also helps make sense of them for better decision making. Factors such as budget, campaign scale, desired features, and support services may also influence the choice of platform.
It’s imperative to remember that the true measure of influencer contribution to brand equity is not just in the immediate numerical results, but also in the long-term positive association and loyalty built between the brand and its consumers. This requires sustained effort and strategic planning, making influencer marketing platforms indispensable tools in this endeavour.