Last month, RhythmOne published its third annual Influencer Marketing Benchmarks Report for all campaigns that ran in 2016. (Grab the report here if you haven’t seen it yet!) Our Influencer Marketing benchmarking series — covered in eMarketer, Ad Age, Entreprenuer, VentureBeat, and more — sets the industry standard for measuring the effectiveness of digital branded content programs.
In the report, there were three key takeaways every marketer should consider.
Earned Media Value for Organic Performance
Earned Media Value, or EMV, has been an Influencer Marketing standard for a few years now. EMV is a good measure to gauge how advertisers’ branded content campaigns are performing organically. No matter the category, well-executed paid programs that leverage the right influencers, along with the right elements and channels, deliver the highest EMV returns. Consumers literally “like” branded content that speaks to them authentically, and as such they are more inclined to share, retweet, pin, and favorably react to it. But as indicated in the report, EMV as a measure is just one of many to consider.
“Know Thy Audience”
When it comes to driving engagement with Influencer Marketing, it’s not necessarily the size of the budget that counts. It’s where the budget goes. Knowing the social media preferences of target audiences is key. For example, women aged 25-54 with a child 18 years or younger at home – a.k.a. moms – are more likely than other target consumers to engage with recipe pictures on Pinterest and food videos on Facebook. Conversely, moms generally do not interact with Snapchat branded content or consume YouTube videos as much as 18-24 year- old guys do.
Cost-Per-Engagement to Determine Efficiency
Many marketers are now taking a good look at Cost-Per-Engagement (CPE) to determine efficiency. Saying that, it’s important to note that advertiser category itself can impact CPE levels. For example, a high-consideration product – such as a new car, or a financial investment offering – is not in the same ballpark as fast-food or paper towels. As such, higher-consideration products and offerings can have higher CPEs than other products/offerings.
The takeaways above are just the tip of the iceberg into what our Influencer Marketing Benchmarks Report covers. To help make sense of all the numbers and measures detailed in the report, I will be co-presenting a webinar next week that will distill the essentials of our benchmarks. We’ll then turn to our resident Influencer Marketing experts — Katie Paulsen (VP, Influencer Marketing) and Caitlin Quaranto (Sr. Director, Influencer Marketing) — to outline what differentiates exceptional campaigns from the good ones. In a nutshell: it’s all about getting creative.
We’re live at 1:00pm ET (10:00am PT) on Tuesday, March 28th. Join us as we cover:
- What the Influencer Marketing benchmarking measurements are, and what they mean
- In-depth case studies pulled from 18 diverse advertiser categories covered in the report
- Best practices for your next Influencer Marketing campaign
- What’s trending now and looking ahead to the future
See you online next week!