Data: The New Currency in Influencer Marketing (and How to Use it Wisely)

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This week we're discussing the currency of data in influencer marketing.

Data: The New Currency in Influencer Marketing (and How to Use it Wisely)

Gone are the days of throwing spaghetti at the influencer marketing wall and hoping something sticks.

Today's savvy consumers crave data-driven insights and strategies that deliver results. After all, 54.8% of marketers already view Artificial Intelligence (AI) favourably for enhancing efficiency in influencer campaigns (Source: https://influencermarketinghub.com/ai-marketing-statistics/ ).

This shift towards data-driven influencer marketing wasn't born out of thin air. Remember the 2020 controversy surrounding TikTok's data security practices? While the app itself wasn't necessarily used for manipulative purposes, concerns arose about the potential for user data to be collected and used in ways beyond what users consented to. This highlighted the immense power of data and the importance of responsible data handling. Brands that built trust by prioritising user privacy were able to leverage data in a way that resonated with their audience.

The Lesson We Learned (and How to Apply It)

The TikTok data security scandal serves as a reminder that data is a powerful tool, but it must be used responsibly and ethically. Here's how to strike the right balance:

• Harness the Power of AI. Utilise AI tools to streamline workflows, analyse trends, and optimise content creation.
• Maintain the Human Touch. AI automates processes, but it can't replicate genuine interaction. Prioritise genuine connections in influencer partnerships to connect with audiences on a deeper level.

Case Studies: Data in Action

Scenario 1: Gaming Giant

A leading gaming company wanted to launch a new title targeting a specific demographic. They used AI to analyse player data and identify top influencers within that niche. This allowed them to create highly targeted campaigns that resonated with their ideal audience, resulting in a 20% increase in downloads within the first month.

Scenario 2: Tech Startup

A newly launched tech startup needed to build brand awareness. They leveraged AI to identify micro-influencers passionate about their niche within the tech space. Using this data, they created a data-driven influencer campaign that encouraged genuine brand advocacy and drove significant website traffic within a short timeframe.

Beyond the Data: The Art of Connection

While data is crucial, it's just one piece of the puzzle. Here are some additional tips for success:

• Focus on Engagement, Not Just Reach. A million followers may sound impressive, but a highly engaged audience of 10,000 can be far more effective. Look for influencers who spark real conversations with their communities.
• Prioritise Genuine Connections. Consumers can spot fakeness from a mile away. Partner with influencers who genuinely connect with your brand and whose values align with yours.
• Transparency is Key. Be upfront with both your audience and your influencers about the goals of the campaign and how data is being used.

Data is a powerful tool, but it's a means to an end. Your ultimate goal should be to build genuine connections with your target audience. By combining data-driven insights with a focus on genuine connections, you can create influencer marketing campaigns that resonate, drive results, and build lasting relationships with your customers.

Further Reading:

• TikTok Data Breach: What & How It Happened? https://www.twingate.com/blog/tips/TikTok-data-breach
• Influencer Marketing AI: Leveraging Technology for Smarter Campaigns: https://captiv8.io/blog/2024/10/02/influencer-marketing-ai-leveraging-technology-for-smarter-campaigns/
• How To Conduct Effective Influencer Outreach: https://www.shopify.com/za/blog/influencer-outreach
• How to Build Strong Relationships with Brands as an Influencer: https://medium.com/@showshulonline/how-to-build-strong-relationships-with-brands-as-an-influencer-showshul-922d45b97da0
• The Data Protection Act UK: https://www.gov.uk/data-protection#:~:text=The%20Data%20Protection%20Act%202018%20is%20the%20UK's%20implementation%20of,used%20fairly%2C%20lawfully%20and%20transparently

Join the Conversation

What are your experiences with data-driven influencer marketing? Share your thoughts and insights in the comments, we'd love to hear from you.

Image: https://thesecuritycompany.com/the-insider/the-state-of-uk-gdpr-and-data-protection-laws-in-2024/

LINKS TO OUR GUIDES:

• Viral TikTok Strategy
• Essentials for Finding Influencers

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