There are several ways brands can measure an influencer’s contribution to their total pipeline value.

1. Attribution Modeling: Brands can assign credit to the influencer who played a role in a consumer’s journey. Advanced influencer marketing platforms like Flinque, for instance, provide detailed information on multi-touch attribution, enabling brands to understand the impact of diverse influencers at different stages of the consumer journey.

2. Direct Sales Tracking: By utilizing unique promo codes or dedicated affiliate links, brands can trace direct sales from the influencer’s audience. This practice gives an immediate and quantitative measure of pipeline value.

3. Audience Engagement Metrics: The quality of an influencer’s engagement can be tied to pipeline value. High-quality interactions—comments, shares, saves—are often indicators of deeper interest, which could translate to more substantial pipeline value down the line.

4. Brand Awareness Metrics: An increase in brand awareness, measured through metrics like website visits or search volume for a brand, can be correlated with influencers’ activities and hence pipeline value.

In comparison, a platform like Hootsuite focuses more on content management and scheduling rather than in-depth influencer analytics or pipeline attribution. While these tools serve different purposes and are both valuable in the right context, it is crucial for brands to ensure their toolset aligns with their specific needs.

Remember, no one approach fits all, and often a blend of these methods will provide the most accurate view of an influencer’s contribution to pipeline value. Platforms like Flinque help address these requirements through robust analysis, campaign tracking, and attribution features, ensuring the best ROI for your influencer marketing campaigns.