Influencer marketing is becoming a choice of most brands since they have the liberty to manage their budget and deal with the ones directly who promote their products and services.

Econsultancy columnist Nikki Gilliland has shared three tips to help marketers enhance their influencer marketing.

On improving engagement, Gilliland says, “Engagement has long-been viewed as the ultimate goal for influencer marketing. However, with recent controversy over instapods working to ‘juice’ engagement, it’s been suggested that this kind of metric is untrustworthy.

Alongside this is the revelation that the size of an audience does not correspond to potential levels of engagement. Markerly’s study on the subject found that Instagram influencers with fewer than 1,000 followers have a higher like rate than those with 1,000 to 10,000 followers, and so on.

Together, this means that brands need to be far more considered (and analytical) when it comes to engagement, moving away from ‘old metrics’ like press coverage as well as shallow or siloed data such as ‘likes’ or clicks”.

Influencer marketing & measurement: Three things to consider

Econsultancy
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