Influencer marketing platform Klear is now able to automatically monitor and analyse influencer marketing campaign success using a sophisticated deep learning algorithm. Klear can estimate campaign ROI with an automated process that takes both time and precision as there has been a lack of dependable metrics that convey impact.
Marketers will be able to understand who and what is most impactful for their brand and allows the decision makers to determine campaign ROI by quantifying content earned media value (EMV) across each platform. EMV is calculated using an algorithm that compares the paid media value of content across all channels. By combining first-party data across all major networks, including Instagram Stories, brands will be able to get a complete picture of their campaign performance.
In addition, Klear found in a recent study that there is no direct correlation between follower count and post exposure, so the company developed the True Reach score by measuring an influencer’s impact by various engagement metrics. This, combined with the new reporting tool means brands with powerful performance metrics won’t be affected by fake followers, which is a recurring issue in the industry.
“The influencer marketing industry is booming, however, brands are struggling with the lack of accurate metrics to analyse their campaign impact.” Eytan Avigdor, CEO and founder of Klear “Analysing a campaign can take days of manual work looking at each influencer and content piece independently. Our new feature not only automates an extremely laborious process but identifies key metrics and provide marketers with standardised data-driven insights.”
As the influencer industry begins to shy away from follower counts, new metrics will hopefully soon become common practice. When marketers start to identify which influencer, content form, and social platform is the most impactful and predict ROI, brands can begin strategically budgeting for their future campaigns.