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Since the rise of influencer marketing, first-party influencer marketing data has been a game changer for any brand. What exactly? Well, that’s information that brands have gathered about the bodies they work with.
This data is essential to provide brands with two important pieces of information. Users interested in purchasing your product or service and the most effective way to reach this audience. This allows marketers to refine their branding and choose precisely which channels to distribute their marketing efforts.
The appeal of influencer marketing
There are many benefits to working with content creators to promote their products and services. Compared to traditional advertising, influencer marketing is more organic. At the end of the day, which one seems more credible? A TV commercial, or an influencer you’ve followed for years because their content resonates with you?
Most importantly, influencer marketing enables brands to reach large and niche audiences. If brands can build and nurture relationships with content creators who have a significant or niche following, they can leverage these relationships to reach their target audience. This can lead to increased sales and brand awareness.
One of the things we like to do when we partner with creators is collect reliable data about influencers and their audiences. Content creation is a competitive arena where influencers compete for the best collaborations. Data authentication is essential to verify the integrity between a product or service and a potential creator audience. All major social networks allow data authentication with approved API partners.
How to use this data in future campaigns
Collecting first-party influencer data allows us to better understand the demographics of our audience, revealing important information such as who is interested, where they are, and what age they are. This data goes beyond traditional first-party data, such as newsletter sign-ups, as it allows brands to store more detailed and powerful information. Web analytics tools and API technology reveal precise data about how users interact with campaigns. You can know the range of products users have viewed, how many times they have made a previous purchase, how long they spent on each page, just by naming it.
Equally important in collecting first-party influencer marketing data is the ability of brands to understand who is not interested. If a creator’s followers are predominantly she is between the ages of 18 and 35 and most campaign orders are placed by followers under the age of 25, brands can use this data to improve future campaign efforts . You can focus on reaching an audience over 25, or leverage the existing interests of customers under the age of 25.
First-party influencer marketing data enables brands to reach and understand their audiences like never before. No more guessing who is interested in buying your product or the best way to reach that audience. Data does this!
If you haven’t leveraged your influencer marketing data to make future marketing campaigns even more powerful, now is the time to start.
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