Influencer Intelligence

Overview

Now and again we review an influencer platform that’s been created by a company so old, we have to marvel that their incorporation happened before influencer marketing was even a thing. Usually it’s an ad agency pivoting into tech, sometimes it’s a tech firm expanding into marketing, but it’s always a company that was born and came of age while the internet was already a ubiquitous feature of our daily lives.

Influencer Intelligence shatters the record for oldest company we’ve reviewed here. This company is so old that, when it was formed, the word “data” had four syllables and was pronounced “information.” The year was 1989, and the company was called The Red Pages then. It was a subscription-based directory of celebrity talent, meant to guide marketers toward identifying the right talent for product endorsements and ad campaigns. A small team of people researched the more than 25k celebrities listed within the directory, providing glimpses into their background, past endorsements, awards, and any quantifiable value they have brought (or could bring) to a marketing endeavor. Most importantly, though, it contained hard-to-find contact information for these celebrities’ agents and representatives, and this was information worth paying for.

While the Red Pages evolved with technology over the years, their basic approach remained more or less intact until around 2012. At that time, social media presented a new opportunity to get deeper data on celebrities and audiences alike, and the investment into more robust analytics became a priority. In this way, they found themselves exactly where they needed to be by the time influencer marketing became a phenomenon—and they had the good sense to start evolving their business model to stay current with this newest marketing trend.

我们现在知道,影响力营销比金博宝188备用网址simply a trend. Product endorsements are no longer the domain of world famous actors, musicians, and athletes; the guy down the road who plays Call of Duty can be just as effective and valuable. And influencer marketing is no longer the domain of small companies trying to find a low cost alternative to celebrity endorsements. Huge companies want to work with that guy down the road who plays Call of Duty, even if he only has a few thousand followers.

It was under this new paradigm—and with a lot more data—that the Red Pages became Influencer Intelligence. While their directory has expanded beyond just big time famous people, their client base seems very much a who’s who of very large brands: Netflix, Disney, Conde Naste, Google, Unilever and Cartier are just a few of the names you’ve heard of. So, a company of this pedigree, with this much long term success, and a huge list of multinational companies as customers must be doing something right, right?

当然。那不是一个问题。

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Pricing

The number of names in their directory has jumped from 25k to more than 140k, the data’s gotten deeper, and the features of the Influencer Intelligence platform go far beyond a simple listing with contact info—but you can still buy in as if it were just a larger, digital version of the Red Pages with the lowest tier of service. While it’s common for SaaS platforms to offer multiple levels of service, Influencer Intelligence didn’t need to do that. But they did, anyway, and the result is that more than just your giant brands will find something of use here, and within their budget.

• Connect, $2699 per user, per year —For roughly $225 a month, you’ll get access to the directory of influencer and celebrity contacts, plus an events calendar that keeps you in the loop of all their scheduled appearances (at parties, awards ceremonies, launches, and more).
  

• Advanced, $Custom price —Everything as above, plus: social metrics; audience insights; influencer attributes, interests, and brand endorsements; influencer performance comparison tool; workflow tools; direct contact details; dedicated Account Manager
  

• Enterprise, $Custom price —以上所有，以及广告系列测量和ROI工具

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The Details

有影响力的智能（II）采用混合方法来分析，并通过人体领导的研究补充其算法汇总数据。尽管这种方法本身并不罕见，但II的人类团队比竞争对手拥有很大的优势，因为他们已经这样做已有30多年了。这种时间投资的收益远远超过经验：这意味着他们的研究团队拥有联系人和内部人士的轨道，您无法通过类似的混合方法从全新的新兴创业公司获得信息。我们已经提到的事件日历和直接联系人只是其中的几个示例。

因为他们已经存在了这么长时间，所以他们也不是技术的陌生人。A business doesn’t survive for 30+ years by never evolving and adapting, and so when it came time to really go full steam into the influencer world, II had already been through a few tech revolutions and come out the other side of them thriving. The tech expertise is evident at your very first login; it’s clear this is a company that’s at home online.

如果您以前曾使用过任何类型的影响者发现工具，那么您会感到宾至如归，围绕着影响者智能的界面戳戳。但是您还会看到一些您可能没想到的东西。除了设置精良的搜索栏以开始进行更故意的发现课程外，您还将为有影响力的人看到一些建议，这些建议真正展示了幕后人类的感动：

• TheRecently Addedlist isn’t just some reverse chronology of profiles that have been added to the platform: these are influencers who’ve been researched and vetted by a team of professionals. (And, side note, the team will add any influencers you’re interested in and still put their own research into the effort before the profiles go live)
• 列表Ones to Watchis exactly as it sounds: up and coming influencers who you’d do well to keep an eye on. But you’d also do better to just reach out if they at all seem like a fit, because the Influencer Intelligence team doesn’t just throw this together based on statistical trends. These are individuals who have a big project in the works and are maybe six months to a year away from really blowing up.
  

Rounding out the benefits of human-directed research is the wealth of content that’s available to Influencer Intelligence customers. Expanding the focus out to the influencer marketing industry in general, there are a number of reports available, each one filled with insights as to the current and future trends of the industry, guides for success (like an “Influencer Marketing Playbook for TikTok”), and a series of webinars all meant to keep marketers actively engaged and informed.

With all this focus on the people that make Influencer Intelligence so useful, we shouldn’t forget to highlight the contributions of all that new-fashioned data that’s been harvested and analyzed by algorithms.

点击你的方式成为一个影响者的资料费用ls like standing at the edge of a highly informative and supremely organized rabbit hole—and marketers will want to dive right in. The front page is like the back of a trading card, with its summary of the person in question—their bio, birthday, location, social links—and some relevant statistics about their follower counts across all channels. You’ll also see some stats that are the results of analysis, like their Social Media Value and a proprietary score developed by Influencer Intelligence that they’ve dubbed their “Celebrity Equity.” You’ll also get a scoring of the public’s “awareness” of this person, as well as their appeal, which is based on a sentiment analysis of the conversations happening online. All of these scores are updated daily, and reflect the previous 90 days of social activity.

This is where you’ll find contact information, as well, either for the influencer directly or their agent/rep. This seems a small detail, but it’s worth pointing out: when Influencer Intelligence says they provide a way to make contact, it’s because they’re actually giving you a working method to make it. Other platforms will boast that you can contact everyone there, but that’s built on the fact they only show you influencers who are actually on their platform (meaning you can communicate within the app itself). This is not what Influencer Intelligence means by facilitating contact. They don’t want to tie your communication into the platform, going so far as to describe that belief as a company “ethos.”

从概要总结,你会看到一系列的navigation tabs that will take you on the deep dive into whatever influencer you’re looking at. There are, of course, old standards, like engagement rates, likes, all broken down by social channel—helpful in understanding where to focus your attention with each influencer. Much easier than looking at all these numbers, though, is the visual representation of all posts across channels. Influencer Intelligence plots out all posts along a graph, the X axis representing the last 90 days, and the Y axis representing performance. Each plotted point is color coded to a social channel, and it’s super easy to just find the points that hover well above all the others. Hold your mouse over that point, and the actual post appears as an overlay, with the engagement rate and social media value appended.

深入了解他们的受众，您将获得预期的数据，例如年龄和性别，但是您还将了解与平台其余部分相比的数据。可以在热图中找到观众的位置细分，这使得很容易看到最合适的参与度发生的地方，但并不是那么容易。在我们看到的最怪异的设计选择之一中，任何给定区域的“热量”沿几种灰色的阴影表示。当您徘徊在每个区域时，它们确实会变成一种颜色，但是在每个增量互动水平之间确实很难辨别。除此之外，您还可以获得真实的数据，以使您真正了解这些受众成员是什么样的消费者：他们的教育水平，收入，就业和品牌亲和力。您会看到喜欢和兴趣，但是这些内容将比标准的标准进一步分解：知道有人喜欢音乐很酷，但是确切知道什么样的音乐很酷。II还可以让您与其他影响者一起使用的其他影响者，让您了解他们消费的其他媒体（魔法师，新闻媒体，类似的事情）。仅“观众”选项卡是详尽无遗的，这只是影响者智能为每个配置文件提供的九种不同类别的数据中的一个。

您可以在每个影响者上获得的另一个创新信息是角色概述，它使您深入了解他们的性格属性。使这一点特别有用的原因是，这些属性不一定是对这个人的身份的看法，而是反映了他们的听众如何看待他们。他们的看法很重要，如果成千上万的Ed Sheeran粉丝认为这个家伙很有吸引力和创新性，那就是他们的真相，而我们其余的人都生活在其中。了解观众的看法使您与影响者一起工作，以引起观众的共鸣。

We’ve still not yet scratched the surface of all the information that you can get on an influencer, but we’re also running out of space. At this point, we’ve already relayed more than enough to convince you that you’re getting some true intelligence out of this platform. Take what we’ve shared thus far, and know that the rabbit hole goes far deeper—and that you can search for influencers and filter by all these little bits of data housed in each profile. Know that much of this information is available for other brands, as well, giving you a powerful research tool and a way to benchmark your own performance against theirs. And then also take into account that there is still a full fledged campaign measurement and reporting module built into the platform, and it’s no surprise that this data-driven platform delivers the goods on this end, too.

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Conclusion

It almost feels a shame to wind this review down here, with so much still left unmentioned. But, in the same way that a review of a movie can’t go into every detail, we can’t synthesize everything about Influencer Intelligence into a single page on a website. This is a good thing. There are other reviews where we have no such qualms about ending them—which isn’t said to knock down these other platforms as much as it is to raise up Influencer Intelligence.

With over 30 years experience in assisting marketers with their celebrity endorsement research, you’d expect a lot out of this company and its product. You’d be right to expect it, and you also won’t be disappointed. No software or research tool can guarantee you success, but we can tell you one thing for sure: if you’re using Influencer Intelligence and don’t see improvements in your marketing—you might be the problem. It definitely isn’t the software.