In an increasingly digital world, more brands are turning to influencers to build an online presence and connect with consumers. But gauging the impact of your efforts can prove challenging. Did that hashtag campaign actually win you fans? Will the beauty gurus testing your new face serum really make it a mainstay in their skincare routines? To help you better understand the mechanics of a successful influencer marketing strategy—and how to expand your brand’s digital footprint—we identified the key elements of an impactful influencer community along with tips for getting the most value from your online fans.
Here’s the bottom line: sustained, authentic relationships are the foundation of a strong influencer network. To forge these connections, top-performing brands regularly identify influencers who are already passionate about them and work with them in a mutually beneficial capacity that boosts these bloggers’ careers while driving exposure for the brand. The most successful brand-influencer relationships aren’t transactional, but genuinely empower content creators by furnishing them with opportunities to hone their craft and grow their audience, which in turn benefit the brand.
How to measure a brand’s success?
Before you can level up your influencer strategy, you have to understand what’s working—and what isn’t. You can measure influencer marketing performance using Earned Media Value (EMV), a metric that uses engagement data including likes, shares, and comments to estimate the value of earned social content. Note that EMV