How Your Business Can Use First-Party Influencer Marketing Data in Future Campaigns
Since the rise of influencer marketing, first-party influencer marketing data has been a game changer for brands everywhere. What is it exactly? Well, it’s information collected by a brand about the bodies it deals with. This could be consumers, influencers, organizations, and more.
This data is essential as it provides brands with two vital pieces of information: who is interested in buying their product or service, and the most effective way to reach this audience. This allows marketers to narrow down their branding, and accurately choose which channels to distribute marketing efforts.
The Appeal of Influencer Marketing
Collaborating with a content creator to promote your product or service boasts numerous benefits. Compared to traditional advertising, influencer marketing can come across as more organic. After all, which seems more trustworthy? A TV commercial, or an influencer you’ve followed for years because their content resonates with you?
Most importantly, influencer marketing allows brands to reach large or niche audiences. When brands are able to develop and nurture relationships with content creators who have amassed significant or niche followings, they can leverage these relationships to reach their target audiences. This can result in increased sales and brand awareness.
One thing you’ll want to do when partnering with a creator is collect authentic data about influencers and their audiences. Content creation is a competitive space where influencers are vying for the best collaborations. Data authentication is vital as it verifies alignment between your product or service and a potential creator’s audience. All major social networks allow for data authentication through an approved API partner!
How to Use This Data in Future Campaigns
Collecting first-party influencer data will allow you to gain a deeper understanding of your audience's demographics, revealing key information like who’s interested, where they’re located, their age, and so forth. This data goes beyond traditional first-party data, like newsletter sign-ups, as it allows brands to store even more detailed and powerful information. Web analytics tools and API technology reveals precise data about how users interacted with a campaign. The range of products a user viewed, how many purchases they’ve previously made, the length of time spent on each page—you name it, you can know it.
What might be equally as important in collecting first-party influencer marketing data is a brand’s ability to understand who wasn’t interested. If a creator’s following is predominantly aged 18-35, and most campaign orders were placed by followers under the age of 25, a brand can use this data to improve future campaign efforts. They can either focus efforts on reaching their 25+ aged audience, or leverage the existing interest of customers under 25.
First-party influencer marketing data has allowed brands to reach and understand their audiences like never before. You no longer have to guess who is interested in buying your product, or the best way to reach that audience—data does this for you!
If you haven’t leveraged first-party influencer marketing data to make your future marketing campaigns all the more powerful, now is the time to start.
Sydney Vardja is a PR Specialist for Jelly Marketing where she works with clients across North America to achieve their campaign dreams.