In order to measure the effect of influencer marketing in a relevant way, it’s important that you know from the beginning what you want to achieve with the channel and what part it should play in relation to other channels. Is it to build brand awareness in a new market, to strengthen the brand with an existing target group, or perhaps to drive online sales? Of course, there can be several purposes, depending on how you build your strategy.
In this article, we clear things out and help you understand how influencer marketing fits into your mediamix. We also explain why you should never measure influencer marketing in a silo, or channel by channel and why you always need to have a holistic approach.
Do you prefer to listen instead of reading? Check out this podcast episode on the same topic!
To make it a little easier, we can use the classic model ‘See-Think-Do’ as a basis, which describes a potential customer’s intention in an imaginary buying journey. Although this of course presents a generalised image of the media landscape, it can be said that most channels have a clear place in this model; outdoor advertising (OOH) and TV advertising, for example, are most common at the beginning of the buying journey (or top-funnel), as the main purpose is to reach a wide mass of people and create awareness. Thus, these are known as reach media. Other channels, such as social media and influencer marketing, can be used to advantage throughout the whole buying journey – both to achieve the reach in the top funnel, but also to drive traffic and sales further along the buying journey (or further down the funnel). How influencer marketing fits into your customer’s buying journey, and the rest of your media mix, simply depends on how you choose to work with the channel, and what goals you have set.
Below we’ve listed the three different steps and how influencer marketing can fit in and work along the buying journey. Of course, this is a simplified and generalised picture – in reality, the phases overlap and it’s often an iterative process. Us humans are not always logical creatures when it comes to decision-making, whether it’s a purchase or something else in life.
Step 1: SEE
Goal: Create awareness among the target group and achieve high a high reach
The people in the See phase have no direct intention to buy, but here it’s important to attract their attention and create awareness of your product or brand. Through the right content, you can then drive the consumer on to the next phase.
Different strategies to achieve a high reach in the See phase
This is a large group of potential consumers, so the goal is to achieve high reach in a broad way across the target group. In this part of the buying journey, it’s generally important to create content that inspires and stands out in the crowd – considering how many commercial messages we’re exposed to every day (several thousand!), this is critical. Even if the consumer is not in a buying situation right now, it’s important to be visible and communicate in a way so that he or she has your brand at top of mind when the person in question is about to make a buying decision. This is best done by working with continuous presence over a longer period of time, through what’s known as an always-on approach. By working always-on with several influencers simultaneously over a longer period of time, you can build brand awareness and brand preference among your target group, and at the same time succeed in establishing credibility – something that’s rarely done overnight.
To achieve high reach in your target group, it’s important to collaborate with influencers who have the ‘right’ followers – that is, people who are a part of your target group. It could be a matter of using several smaller influencers (micro/mid-size), or fewer, larger influencers. You can also combine these two methods; when you work continuously with micro and mid-size profiles, you build up a presence over time and increase your chances of ending up top-