19 May Deciphering influencer media kits
Influencers have become an integral part of the contemporary marketing landscape and savvy brands are leveraging the reach and sway that switched on influencers hold with their fans and followers. But how do influencers market themselves to brands? Webfluential, Africa’s leading Influencer Marketing platform has composed this guest post to shed some light on influencer media kits and how these have changed the way online creatives market themselves.
Webfluential says that while there is an overwhelming amount of content being produced with more and more brands searching for influencers, there are also thousands of social influencers for brands to choose from and therefore more competition for influencers. This is why some South African influencers are building expert media kits to stand out.
Webfluential gives all their accredited influencers the technology to build their own media kits, and have shared below a few examples from their stable as well as some insight into how they quantify the metrics.
Reach, or unique visitors, followers or fans, is the verified number of people interested in or relying on a social channel for news or information. This audience is interrogated to understand their age demographic, location and interests. Depending on the API, this information is considered in various formats, but is typically the information given to you when looking at your Google analytics.
Once the reach of an influencer has been defined, influence is calculated based on the impact with which that news and information shared with their audience is received. We call this the “audience impact” and is comprised of the relevance and resonance of content that an influencer shares. A large, unengaged audience does not make for an influential digital personality.
Relevance is the measure of how engaged the audience is with content shared by an influencer. On Twitter, it’s the percentage of favourites and @replies relative to the audience size. On a blog, it’s the ratio of new to returning monthly unique visitors, rate of change of time on site and location and interest group demographic change.
Resonance is the ability of content to go viral – or be shared with audiences outside of the immediate audience following an influencer. Retweets and subsequent favourites; high growth in new unique visitors and keeping to the audience demographic and interest group, just growing in scale, are metrics used to calculate resonance. Facebook offers a page impressions versus page impressions (viral) metric that is a great measure of this.