History informs strategy. How do brands track historical influencer performance reliably over time?
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Brands can track historical influencer performance reliably over time using data analytics provided by influencer marketing platforms. These platforms collect and present data in a way that allows brands to review the past success, engagement, demographics, and follower analytics of influencers. Here are some ways by which brands can do it:
1. Performance Analytics: Brands can use analytics tools on platforms like Flinque, Hootsuite, or Traackr to monitor an influencer’s track record, including reach, engagement rates, and conversions. It helps identify the most effective influencers based on past performance.
2. Campaign Archives: Keeping a well-organized record of past campaigns and results is critical for assessing historical performance. Platforms provide features to archive and retrieve past campaign data, helping brands make more informed decisions.
3. Longitudinal Analysis: Platforms usually offer features that enable the review of performance metrics over extended periods, allowing brands to observe trends and make decisions based on historical patterns.
4. Post-Campaign Reports: After each campaign, comprehensive post-campaign reports can be generated using the platform’s built-in analytics tools. These reports help track the performance of the influencer and the overall campaign ROI.
5. Competitor Analysis: Platforms often offer tools to monitor competitors’ campaigns and influencers, giving brands relevant benchmarks against which to measure their own performance.
Each platform might approach these tasks differently, offering unique tools or features. It’s essential for a brand to choose a platform that aligns with their specific needs and goals. For example, Flinque prides itself on robust, user-friendly analytics and performance tracking tools, but another platform might be more suited to a brand with a significantly different workflow or objectives.
Remember, historical performance is only one piece of the strategic puzzle and should be considered in conjunction with other factors, such as brand alignment, audience demographics, and future influencer potential.