Influencer Selection Model
The constant transformation in the digital market has given rise to a new stakeholder essential: influencers of social media. These new agents have revolutionized the way brands strategically position communication with their customers. targets. Marking the World Day of Social Networks, Nielsen presents a solution that helps to select the ideal influencer to promote a product or service.
“By gaining access to a wide audience, influencers are able to persuade their followers on the merits of their authenticity and the reach of a segmented niche that recognizes their authority in the matter and considers their opinion a reference for their attitudes and purchasing decisions ”Explains João Otávio, Client Development Senior at Nielsen.
To support brands in the influencer selection process, Nielsen Sports & Entertainment has developed a methodology that provides a holistic view of the status quo of influencers. In this sense, this selection must be strategic, goal-oriented and, above all, reliable, something that is guaranteed by the “Influencer Selection Model” solution.
How to identify the influencer who does the match perfect with each brand?
The “Influencer Selection Model” ensures an objective and reliable selection process through the analysis of four dimensions - Scope, Brand Fit, Involvement e ROI, which intersect with multiple variables, building a ranking.
The evaluation of the Scope is done through variables such as the number of followers, the percentage of those who correspond to the target of the brand, the veracity of these same followers (that is, if they are not fake accounts, for example), their accessibility and the average reach that the influencer can reach for each post.
The second dimension is to understand at what level of Fit with the Brand is that the influencer is inserted, through the measurement of metrics such as the saturation of brands in the content of posts, the main themes addressed in the feed, the interest shown by the followers and the positive or negative mentions generated by the an influencer.
The level of Involvement is another factor taken into account during the selection process, analyzing the variables of rate per post, performance of the ad, the quality of engagement and mentions on social media.
O ROI measures the value generated by each regular publication and by each post sponsored by a particular brand.
“Influencing and producing digital content has become a consolidated and highly competitive profession, and more and more influencers are appearing in the national market, from macro to micro. The use of this type of activation by brands has been increasingly used to communicate services or products, and influence marketing is already an integral part of the current trends in communication strategies. On this Social Network Day, it is essential to understand the impact of this new reality, which has become a new communication axis to be taken into account in the modern strategies of brands and retailers ”, concludes João Otávio.