Influencers have moved to the center of the digital ecosystem. They have evolved from curating and distributing content to creating content, making them the perfect partner for brands.
According to a survey conducted by Twitter and Annalect, 40 percent of respondents say they’ve purchased an item online after seeing it used by an influencer on social media. Consumers look to the digital world for life inspiration, entertainment, and connection, not spam.
Here’s how we approach influencer marketing:
Real-world credibility should create influence, not the other way around. We believe credibility is hard to come by, and we look for influencers who have established credibility in the real world in order to build their following online. Now, through a new level of data, we’re able to focus on passion over popularity and understand what shared interests an influencer has with their community that gives them real, credible authority, not just a beautiful feed.
Brands need to find the right tribe, not the right “feeds.” We use a range of tools, including Cubeyou, Affinio, Demographics Pro, GfK/MRI, and our own proprietary tools to build a complete picture of a brand’s target audience. We can see their behavior—what they’re talking about, what they’re buying, and who they’re engaging with—and we use this to identify what we call microtribes, i.e., groups of people who coalesce around a very specific shared passion point. Then we take that intel and find relevant influencers.
Real-time influence allows us to optimize in real time. We don’t believe measurement is something that happens only at the end of an influencer program.