Influencer Platform Buzzoole has teamed up with Nielsen to help brands and agencies to measure the “true reach” of influencers.
The problem when working with influencers is that you can never be really sure of the success of your campaign. More often than not, influencers will be reluctant to give you access or even share their analytics with you. New products from Facebook and Instagram will help, but there is still an element of uncertainty.
This is the reason behind Buzzoole’s new tool. “True Reach” is a new measurement developed in partnership with Nielsen and based on a proprietary algorithm designed by Nielsen. The objective is to help brands and agencies understand the true reach of influencer marketing by establishing a metric that can actually define how many users were reached during an activation.
The measurement tool, the first of its kind, will be implemented by Buzzoole. It combines key social media performance indicators (followers, post frequency, engagement rates, and more) with a custom survey that will look to determine effective readership. The entirety of the data collected is then analyzed through Nielsen’s proprietary ad recall index, which illustrates the number of followers who have seen a post published by an influencer.
The result is a clear media metric that informs advertisers on the true reach, engagement, and ad recall, of their influencer campaign.
Ian Samuel, Chief Commercial Officer on Buzzoole, explained:
“It’s clear that influencer marketing works, but the question of measurement remains a marketer’s single biggest challenge to increasing influencer investment. The Buzzoole True Reach metric gives influencer marketing campaigns the ability to stand shoulder to shoulder with more traditional media buys.”