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Influencer Marketing - Analytics and Data Matters!

Influencer Marketing - Analytics and Data Matters!

YouTube, Facebook, Twitter, Instagram
31 Aug 2017
by Charlie Austen

Instrumental finds talent that drives sales. We use our TalentAI technology to identify fast growing online creators and influencers that offer high returns to our media clients and brand partners.


The use of social media channels as consumer platforms has generated a vast array of useful data. With Instrumental’s TalentAI, we have identified the relevant data and apply our algorithms to enhance and streamline influencer marketing in a number of ways.

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Identifying the Right Influencers

With millions of influencers across multiple social media platforms, finding relevant influencers for a brand can take one poor soul a painstakingly long time. Our database of influencers allows us to considerably accelerate this man-hunt and filter out the irrelevant creators to identify the most inadmissable influencers. Every search is unique and, once a shortlist is generated, we can use our analytic tools to pinpoint the best influencers for the task at hand.

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What else makes analytics important in influencer marketing?

Engagement Rate

Engagement is king. Engagement is queen. Engagement is Jack, joker, 10, 9 etc…. Analytics can use the data from individual social media posts and calculate the engagement rate of an influencer. An influencer can have 100,000 followers and have an engagement rate of 2%, whereas an influencer can have 40,000 followers and have an engagement rate of 20% (Do the maths). We can therefore identify the most valuable influencers whose followers are highly engaged.


Predicting Growth

An influencer’s influence is not static. They are not consistently performing. Our metrics profile each influencer allowing us insights as to their growth and performance. We can therefore, track how consumers are responding to the influencer’s content which in turn allows us to predict the channel’s growth. Channel growth can be measured in both views per month, and followers per month. 


Similar Influencers based off metadata

Analytics can also be beneficial in finding similar influencers. This can be achieved by either sourcing similar influencers an audience follow, or specific videos that audiences have also viewed. This allows us to identify audience trends and which influencers share viewers. When applied to a campaign, we can unearth a pool of influencers relevant to the demanded target audience.

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Contact us at hello@weareinstrumental.com for more info on the influencers you're interested in, as well as help sourcing new, fast-growing talent.


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