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6 Influencer Marketing Metrics To Watch and 5 Tools To Help

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6 Influencer Marketing Metrics To Watch and 5 Tools To Help

Influencer marketing sounds magical. You ask people to talk about your brand and its products with their digital audiences. When they do, your profits increase.

But influencer marketing on social media is more complex, and like any content marketing, its connection to the bottom line usually isn’t direct. How can you create a social media influencer program that elicits metrics that get the results you want?

#InfluencerMarketing sounds magical. But it’s complex, and its bottom-line impact usually isn’t direct, says @ab80 via @CMIContent. Click To Tweet

Tracking influencer key performance indicators (KPIs) requires structuring a program that uses metrics to identify influencers. It incorporates the most valuable success metrics and uses tools to help you assess and optimize what works.

6 influencer-focused metrics

Before you reach out to influencers, determine which metrics to evaluate. They can help you identify the influencers most valuable for your brand. Then, the metrics can help you evaluate how well their engagement works for your company.

1. Reach and impressions

Audience size determines the category of influencer – macro, micro, nano, etc. That total audience can be on single or multiple channels. But that overview number isn’t enough. Take a look at the influencer’s reach and impressions:

  • Reach indicates the number of people who have checked a post, a story, or a video. That number could be bigger than the audience size because the content can be seen, shared, cited, tagged, and commented on by people who are not your followers (i.e., the audience).
  • Impressions encompass the number of times a post, a video, Reel, etc., appeared in newsfeeds. A post could appear in a user’s feed multiple times, or the user could click on it multiple times. Impressions may indicate better than reach how well the content resonates with the target audience.

Audience, reach, and impressions are not the same thing. Don’t treat them like they are, says @ab80 via @CMIContent. #InfluencerMarketing Click To Tweet

2. Audience engagement

Audience engagement can indicate how well the influencer’s energy, creativity, and effort contribute to the development of their channel. It indicates the followers’ level of interest. That, in turn, can influence the social media algorithms that seek to promote the most popular content.

When comparing influencers by audience engagement, keep in mind the metrics depend on the total audience size. The engagement metric calculates all the ways someone could interact with a social post – likes, shares, and comments.

To figure out the engagement rate, you can use a tool that does it automatically, or you could do it manually. Add up the total number of interactions with a post. Divide that number by the total followers of that influencer’s social media account. Multiply that result by 100 to get the engagement rate for that post.

3. Audience growth

Assess the audience growth metric before and after you contract with an influencer. Though the effect takes longer to appreciate, audience growth serves as another indicator of how well the influencer continues to attract an audience. (Tracking it also can be an indicator to let you know the influencer is losing audience.)

Track the influencer’s audience growth by tracking its audience numbers (followers) as each new post appears. Audience spikes usually directly correlate with the posting schedule.

4. Brand mentions

When you’re working with an influencer, brand mentions are the most evident metric to track. It shows the number of times the brand is mentioned by the influencer and their followers on social media platforms.

When you’re working with an influencer, brand mentions are the most evident metric to track, says @ab80 via @CMIContent. Click To Tweet

Track your brand mentions before and after holding a marketing campaign. This metric will help you estimate the effectiveness of your marketing campaigns and how they influence brand awareness.

5. Traffic from social media

Just mentioning your brand in a social media post isn’t enough reason for you to partner with an influencer. You want their followers to get in touch with the brand. That’s why it’s important to have the influencer include a call-to-action link inviting the audience to visit your company’s site and interact with the brand. (How to incorporate the CTA differs by platform.)

If you use a CTA with a URL unique to the influencer, you can evaluate how well their mentions of your brand convert into traffic for your brand. If you don’t use a unique URL, you can look at your web analytics to assess traffic from social media and see if the social influencers’ campaigns have had an impact.

Give an influencer a unique URL to publish as their CTA. You can better track their performance, says @ab80 via @CMIContent. Click To Tweet

6. Conversions from socials

As soon as a follower transfers to your website or an application, you can track their behavior. Converting the influencer’s followers is the primary goal for most influencer marketing campaigns – and it factors into the return on investment for the influencer deal.

What do you want the visitor who arrived through the influencer’s channel to do? Do you want them to subscribe to your newsletter? Sign up for a product discount? Buy your services?

By identifying your conversion goal(s), you can use analytics tools to assess whether the social influencer’s campaign had the desired impact.

Note: To effectively define where your conversions come from, use trackable links. Their unique ID can show which social media content made the conversion.

Handy tools for influencer analytics

Tracking all the metrics mentioned and analyzing each influencer’s performance manually would be a nightmare for the most devoted marketer. These five tools can help alleviate those bad dreams in assessing your influencer engagement.

Brand and reach: Awario

My employer’s tool, Awario, tracks reach, number of mentions, and share of voice. It also compiles a list of influencers and their posts where your brand name is mentioned that received the highest reach.

You can create alerts for your brand name and related keywords. The resulting mention feed shows social media posts related to your brand that you can sort by date, platform, hashtags, etc. You also can monitor the frequency of posts. The tool’s mention statistics section reveals reach, audience demographics, post sources, sentiments, and keywords.

Influencer search: HypeAuditor

HypeAuditor lets you find influencers on Instagram, YouTube, and TikTok who match the needs of your marketing campaigns. You can search for influencers who already talk about your brand and/or whose audiences match your target audience. You also can search for experts in a niche and those who create authentic content – all vital criteria for finding the best influencer partner.

Influencer analysis: Affable.ai

Affable.ai is a marketing platform that lets you evaluate the influencers on your prospective partner list. It works for influencers on Facebook, Instagram, TikTok, Twitter, YouTube, and more. You can learn their age, location, follower count, language, etc.

Affable.ai also serves as a platform to build, optimize, and execute influencer campaigns. Its influencer relationship management tool tracks influencer content, provides simple-to-export reports, and compares influencer performances.

Posts’ performance: GRIN

GRIN’s handy tool provides the most detailed information about a social post’s performance. It evaluates such metrics as engagement rate, clicks, and conversions. This information will help you quickly assess if your influencer campaign was successful.

Apart from influencer tracking, GRIN can also monitor various KPIs for your marketing campaigns, including a budget, revenue, conversions, and media value.

Audience insights: Emplifi.io

Emplifi.io (formerly SocialBakers) is an AI-driven tool that simplifies audience analytics and management on social media. This multi-feature platform can analyze each follower and influencer profile, revealing ideas and strategies to implement in your marketing campaigns.

Metrics matter in social influencer marketing

You should assess the metrics before, during, and after your influencer social marketing partnerships. It isn’t a one-time activity. By paying close attention regularly to the numbers and adjusting as necessary, you improve the chances of a successful long-term influencer strategy.

All tools mentioned in the article are identified by the author. If you have a tool to suggest, please add it in the comments.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

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Cover image by Joseph Kalinowski/Content Marketing Institute



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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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