Vanity Metrics and The Influencer Marketing Dilemma
Influencer marketing is the trend that doesn’t seem like a trend anymore. It’s a legitimate avenue of marketing now. And yet — there’s a serious problem and as always, it’s down to the numbers.
Imagine an extremely proactive business owner. Your digital presence exists across the social media channels that are best to reach your audience, you post regularly, and you stay up-to-date with the latest updates, algorithm changes, and so much more. No matter what you do, you don’t have the following you want, the awareness you want, the conversion… etc. etc. etc. But [insert influencer here] does. They must be doing something right. They’ve cracked the system… the algorithm and must hold the key to taking your business to the next level.
Influencer marketing can be highly successful for both the influencer and the brand, however, the dilemma is when it’s used as a hack instead of a thoughtful, measurable, and goal-centric strategy.
The client who wants the biggest name is also the client that wants their follower count discussed first in the recap. Influencer marketing because of a shortcut. It isn’t and so you get stuck in an endless loop of running in circles for vanity metrics instead of looking for tangible results.
Instead, you need to see it as a collaboration. It’s a partnership to enhance brand awareness and trust.
What do you need to truly consider?
1. Sure the person may be popular but are they aligned with your brand, it’s aesthetics and mission?
2. Don’t let the follower count convince of you guaranteed success. You can look at numbers but look at different ones.
3. Do they reach your target market?
4. Do they share your values? Mission? Style?
5. Is there a way to track their success? You can use trackable links or other tools to track their part in your conversion success.
6. What is their engagement rate? When you look at the comments on their posts do they read like bots or do you see genuine comments and interactions?
7. Do they talk at or do they also respond to their followers?
8. What is your budget? Can your business survive if it doesn’t immediately see ROI?
9. Determine your goals. Make SMART goals for the campaign.
What does success mean to you? What are your KPIs?
10. What is the path to success? Is there a launch strategy? Do you have a punch list of everything you need to implement the campaign?
Just like with other forms of marketing, the key is to look past the superficial trappings. Consider your goals for the campaign. Your goals are your guide. Set your goals and reverse engineer so you can get from your starting point to your preferred marketing destination… just don’t get distracted by the endless glittery lights on the road.
Don’t let the vanity metrics blind you on the way.
