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Jun 28, 2019

Social Media Day: Nielsen develops tool to optimize the selection of Digital Influencers

Influencer Selection Model

Influencer Selection Model

The constant transformation of the digital market has led to the emergence of a new stakeholder essential: the influencers of social media. These new agents have revolutionized the way brands strategically position communication with their customers. targets. To mark World Social Media Day, Nielsen is presenting a solution that helps select the ideal influencer to promote a product or service.

"By gaining access to a wide audience, the influencer is able to persuade their followers by virtue of their authenticity and by reaching a segmented niche that recognizes their authority on the subject and considers their opinion a reference for their attitudes and purchasing decisions," explains João Otávio, Senior Client Development 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 makes the match perfect with every brand?

The "Influencer Selection Model" ensures an objective and reliable selection process by analyzing four dimensions - Reach, Brand Fit, Involvement e Returnwhich intersect with multiple variables, building a ranking.

The evaluation of Reach 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 followers (i.e. if they are not fake accounts, for example), their accessibility and the average reach that the influencer can achieve with each post.

The second dimension involves understanding at what level of Fit with the Brand is that the influencer is inserted, by measuring metrics such as the saturation of brands in the content of the poststhe main topics covered in the feedthe interest shown by followers and the positive or negative mentions generated by the influencer.

The level of Involvement is another factor taken into account during the selection process, analyzing the variables of rate per post, a performance of the ad, the quality of engagement and mentions on social networks.

O Return measures the value generated by each regular publication and by each post sponsored by a certain brand.

"Influencing and producing digital content has become a consolidated and highly competitive profession, and more and more influencers are appearing on the national market, from macro to micro. Brands are increasingly using this type of activation to communicate services or products, and influencer marketing is now an integral part of current communication strategy trends. On this Social Media Day, it's essential to understand the impact of this new reality, which has become a new axis of communication to be taken into account in the modern strategies of brands and retailers," concludes João Otávio.

About Nielsen
Nielsen Holdings plc (NYSE: NLSN) is a global measurement management and data analytics company that provides the most complete and reliable insight into markets and consumers around the world. Nielsen brings together its own data with data from other sources to help its clients around the world understand what is happening now and what will happen in the future, and how best to use that knowledge. For more than 90 years, Nielsen has been providing innovative, scientifically rigorous data and analysis, and continues to develop new ways of answering the most important questions facing the media industries. mediaadvertising, retail and FMCG are currently facing. Nielsen, a Standard & Poors 500 company, is present in more than 100 countries, representing more than 90 percent of the world's population. For more information, visit https://www.nielsen.com/en/en/
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