Learn how to plan, create, and optimize your influencer content with data in five steps. Data can help you achieve your influencer marketing goals and measure your results.

data plays a crucial role in every stage of your Influencer marketing campaign, from audience analysis to performance tracking. By leveraging data-driven insights, you can create more effective and impactful influencer content that resonates with your target audience and achieves your campaign objectives.

How do you inform your influencer content with data?

Influencer marketing is a powerful way to reach and engage your target audience, but how do you know what kind of content works best for your campaign? Data can help you plan, create, and optimize your influencer content to achieve your goals and measure your results. Here are some tips on how to inform your influencer content with data.

1 Identify your objectives

Before you start creating content, you need to define your objectives and how you will measure them. What are you trying to achieve with your influencer campaign? Is it awareness, engagement, conversions, loyalty, or something else? Depending on your objectives, you will need to select the right metrics and tools to track and analyze your data. For example, if you want to increase brand awareness, you might use impressions, reach, and mentions as your key performance indicators (KPIs). If you want to drive sales, you might use clicks, conversions, and revenue as your KPIs.

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Shella Idrees

Positive Influential ✨ LinkedInner & Growthster 🗺️ Facilitates Brands with Advanced Deal Techniques and Amplified Lead Acquisition
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data plays a crucial role in every stage of your Influencer marketing campaign, from audience analysis to performance tracking. By leveraging data-driven insights, you can create more effective and impactful influencer content that resonates with your target audience and achieves your campaign objectives.

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Anssi Kaija

Full-Stack Business Driven Hybrid Marketer | eCommerce | Growth | Strategy | SEO, ASO & Content | Digital Marketing | Data & Performance
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For awareness, I would add measuring engagement rate which pretty much tells how well the influencer content is received within the target audience. Also, depending on the campaign type brand recall would be an important metric to measure. And for sales, instead of clicks I would measure product views, add-to-carts, ROAS/ROI, CAC and similar on top of conversions and revenue.

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2 Research your audience

Data can also help you understand your audience better and tailor your content to their needs, preferences, and behaviors. You can use data from your own channels, such as your website, social media, and email, to learn more about your existing customers and followers. You can also use data from third-party sources, such as market research, surveys, and social listening, to gain insights into your potential customers and competitors. By researching your audience, you can create buyer personas, segment your market, and identify the best platforms, formats, and messages for your influencer content.

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Gurtej Chopra

Customer Data Platform | Product Management and Digital Marketing | Ex Maruti Suzuki, L&T, TCS | IIM
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One thing I have found helpful is to talk to your target audience and understand their pain points and current gaps in communication. Once you have defined the pain points, pivot your communication and content to address real issues of your users.

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Patrick Garrity 👾🛹💙

Cybersecurity/Vulnerability Researcher
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Sales navigator is a great tool that can be used for researching and connecting with your audience. This allows you to identify people that you are looking to connect with.

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Anssi Kaija

Full-Stack Business Driven Hybrid Marketer | eCommerce | Growth | Strategy | SEO, ASO & Content | Digital Marketing | Data & Performance
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Core part of the research is to study also the audience and other relevant data about the prospective influencers to understand the brand best match.

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3 Choose your influencers

Another way to inform your influencer content with data is to choose the right influencers for your campaign. You want to work with influencers who have a relevant, authentic, and engaged audience that matches your target market. You also want to evaluate their performance, reach, and reputation based on data. You can use various tools and platforms to find and analyze influencers based on criteria such as niche, location, audience size, engagement rate, sentiment, and content quality. You can also check their previous collaborations, reviews, and feedback to see how they deliver results.

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Anssi Kaija

Full-Stack Business Driven Hybrid Marketer | eCommerce | Growth | Strategy | SEO, ASO & Content | Digital Marketing | Data & Performance
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While it might be tempting to reach out to the stars (pun intended) and go after the Kardashians of the world, it is usually wiser to aim for micro- and nano-influencers who might not have the reach of the big names, but are very relevant and true to the brands they work with. And they are way more cost-effective too.

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4 Collaborate with your influencers

Once you have selected your influencers, you need to collaborate with them to create and distribute your content. Data can help you communicate your expectations, guidelines, and feedback to your influencers and ensure that your content aligns with your objectives and brand values. You can use data to inform your influencers about your target audience, keywords, hashtags, call to action, and tracking methods. You can also use data to monitor your influencers' content performance, engagement, and compliance and provide them with constructive feedback and recognition.

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Anssi Kaija

Full-Stack Business Driven Hybrid Marketer | eCommerce | Growth | Strategy | SEO, ASO & Content | Digital Marketing | Data & Performance
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While of course aiming to stay compliant with the brand guidelines, brands should give relative creative freedom to the influencers they select and trust that they know how to speak to their audience in the most effective manner.

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5 Optimize your content

Finally, data can help you optimize your influencer content and improve your campaign performance over time. You can use data to test and compare different types of content, such as images, videos, stories, blogs, podcasts, and live streams, and see what resonates most with your audience. You can also use data to experiment with different variables, such as timing, frequency, length, tone, and style, and see what drives more action and conversion. By optimizing your content based on data, you can increase your return on investment (ROI) and achieve your goals more effectively.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you inform your influencer content with data?

1

2

3

4

5

6

1 Identify your objectives

2 Research your audience

3 Choose your influencers

4 Collaborate with your influencers

5 Optimize your content

6 Here’s what else to consider

Influencer Marketing

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How do you inform your influencer content with data?

1

2

3

4

5

6

1 Identify your objectives

2 Research your audience

3 Choose your influencers

4 Collaborate with your influencers

5 Optimize your content

6 Here’s what else to consider

Influencer Marketing

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