In the third part of our influencer marketing glossary, we continue exploring the terms of influencer marketing from I – L. To continue InfluencerDB’s influencer marketing glossary, we explore new technical terms in this part such as Influence Level, Image / Video Ratio or Influencer Marketing KPI List.
Notice: Marketing (and influencer marketing in particular) will never stand still. We won’t either. This glossary is living and will be regularly updated with emerging terms and definitions, so feel free to bookmark this article!
Identity (Influencer & Brand)
Everything that helps people recognize an influencer or a brand.
The identity of a social influencer is defined by his/her content on the internet, specifically on social media channels. On Instagram, most influencers create their identities via photos, videos, captions, hashtags or account verification. They also relate their identities to certain topics in which they are specialized or interested, such as beauty, travel, technology, culinary, etc.
Brand identity is how customers identify and perceive a brand/company in general. The identity of a brand is also the combination of different components (name, logo, color, slogan, etc.), but most importantly, that combination should reflect the value of the company, which should be introduced to the market and proposed to the customers.
One of the most important tasks of influencer marketing is matching the brand identity with the influencer identity. Only when both identities are a perfect fit with each other, a collaboration between influencers and brand should happen. However, since the identity is defined by different factors, marketers should consider using a professional influencer marketing platform to analyze each influencer’s profile before making any collaborating decision.
A summary of Leonie Hanne’s (formerly known as Ohhcouture) influencer identity © InfluencerDB
Influence Level (Social)
The level showing how likely a person’s emotions, opinions or behaviors are affected by others. (Source: The Internet Archive library).
The higher level of influence one person has, the more opportunity for them to become an influencer. With social media, one person’s voice can be listened by people all around the world. Thus, influencer marketing is useful not only for local brands but also for brands targeting international audiences.
To identify the influence level of a social media profile, marketers should evaluate its performance based on these criteria: follower growth rate, audience quality, post interaction and incoming/outgoing mentions. The following articles will explain the criteria in detail as well as show you some case studies of how to check them on the InfluencerDB platform:
- How Negative Follower Growth Rates Impact Your Influencer Marketing Campaigns
- The most essential metric in influencer marketing? Audience Quality!
- The media value per post – how valuable are your activities on Instagram?
Free Influencer Marketing & Management Platform
InfluencerDB is a SaaS company providing an influencer marketing software. Our free platform helps marketers to find perfect-fit influencers, analyze their profiles with in-depth data, and manage the relationship with them by giving data-driven analytics and reports.
We also have a professional customer service to help you become a master of our tool and a professional education service to guide you through the endless implementation possibilities of the entire influencer marketing world.
Visit the homepage here and start experiencing our platform. It’s free.
“A form of marketing in which focus is placed on specific key individuals […] who influence over potential buyers, and orients marketing activities around these influencers”. (Source: Adweek)
In the context of two years ago, this definition tells us that influencer marketing was just a tactical practice (more or less trial-and-error) and a still relatively new marketing approach to reach customers.
In 2017, influencer marketing has evolved. It is taken more seriously when marketers begin to see how powerful it truly is! Influencer marketing is now taken into consideration by many marketing executives while designing the customer buying journey. Brands usually use influencer marketing to increase brand awareness and trigger people’s interest.
Read the full article here.
Initially, Instagram is a social networking application for smartphone, which is made for sharing photos and videos. Users can easily create an Instagram profile and shows their posting photos/ videos on that profile.
In influencer marketing, Instagram is far more than just a mobile application. It is one of the most popular social media networks of influencers because of its nature: Visual-oriented, mobile-friendly and very interactive. Most social influencers nowadays have at least one Instagram account to keep engaging with their audiences.
According to a recent report by Adweek, 99.3% of influencers said Instagram was the perfect place to connect to both community and brands.
If you just start stepping into the influencer marketing world and want to be a professional in this marketing strategy, Instagram is definitely the social media channel you want to explore first.
Instagram is the dominant platform for influencers
Images / Videos Ratio
The proportion of one influencer’s images versus his / her videos posted on social media.
This ratio shows influencer’s preferred type of content when posting on social media. “Photo” is currently the most favorable type of content for influencers (that is also why Instagram is the no.1 platform for influencer marketing).
However, with the growing influence of video in digital and social media, this ratio may significantly change in the future in accordance with the growth of video-based social networks like YouTube.
The number showing how many times the content appeared on audience’s devices.
Impression is one of the basic indexes of social media marketing, especially influencer marketing. Increase in impression means either your content reached a new audience or was shown multiple times to the same audience. They both increase your brand awareness.
Thus, it is necessary to check out an influencer’s average impression per post in order to calculate his / her media value. Thus, brands have enough data to evaluate an influencer’s profile and decide on a collaboration.
Impression data on Instagram’s Insights
The complete set of one customer’s experience when interacting with a company/brand.
In other words, a customer journey presents the total customer experience in form of different touchpoints connected to each other. This is a very important marketing concept, especially in digital marketing, since people can cross over brands almost everywhere on the internet.
Influencer marketing is one of the digital touchpoints in the customer journey. As mentioned in previous parts of the glossary, influencer marketing is usually used at the beginning of the journey to increase brand awareness and brand’s exposure on social media.
Since social media is becoming a crucial part of a human’s lifestyle, influencers (as a touchpoint) have also become more relevant in the customer journey.
KPI List (Influencer Marketing)
List of measurable value used to evaluate the performance of one person/department/campaign/company in order to achieve key business objectives.
In influencer marketing, there are two different types of KPI lists: One for brands and one for influencers. Since marketers care more about how their content is distributed and how their brand is recognized, the KPI list for them usually includes such metrics as impression and reach rate, interaction rate & conversion rate.
Meanwhile, influencers tend to focus more on developing their own profiles. Thus, the KPI list for influencers is usually based on the number of followers, audience quality grade or incoming/outgoing mentions.
This article shall help you learn more about how to identify relevant influencer marketing KPIs for your brand. We also encourage you to use our free tool for influencer marketing & influencer relationship management to compare the metrics of influencers and measure the performance of influencers and campaigns.
Like / Follower Ratio (LFR)
An influencer’s number of likes in relation to the number of his /her followers.
This is one of the best indicators to understand how good the engagement of followers towards an account actually is. The more followers an account has, the harder it is to keep up a good LFR because the chances that all of the followers will engage with the postings decrease.
Because of the fact that people miss up to 70% of the content in their Instagram feed on average, the audience is qualitatively higher if following fewer accounts since it is being exposed to a smaller amount of content.
Read more about this ratio here.
Average Like Follower Ratio of a channel © InfluencerDB
(End of Part 3)