Synthesio and Octoly measure the value of influencer marketing with partnership
Analytics and measurement of social intelligence needs to provide real business results in order to secure on-going budget.
Being able to listen to and analyse consumer conversations across social and mainstream media within one dashboard or platform means marketers can become more efficient in managing influencer marketing programs .
Non-celebrity influencers are 10 times more likely to drive in-store purchases. Their value -- alongside "mega-influencers" -- cannot be underestimated. Marketers need to measure whether these groups are actively engaged in authentic conversations.
Influencers work like traditional broadcast TV channels across social channels. They build content to reach targeted audiences.
Micro-influencers have mid-sized audiences with dedicated, highly engaged followers who use a variety of social platforms to engage.
The challenge for brands is how they can measure the impact of these programs. Identifying the right creators from influencer directories to add value for brands is paramount.
New York-based Social Intelligence platform Synthesio has recognised the value of micro-influencers with its recent strategic integration. Micro-influencers have created a critical shift in the "next generation" of influencers.
It has partnered with Octoly, which offers fashion and cosmetic brands access to social network creators.