金博宝188备用网址影响者营销ROI(投资回报率)|完整的指南

Let’s start this off with a thought experiment.

You work in the marketing department of a large company, and have been tasked with taking it into the 21st century using influencer marketing. Your boss has been reading about this new form of digital marketing, and she’s gotten pretty excited by all the articles she’s come across that declare “Influencer Marketing delivers 11x ROI over all other forms of digital media.”

Before you go full-fledged into this new marketing frontier, you start researching different platforms to find out which will be the best choice to manage everything. Reading software reviews at the互联网的最佳资源, you narrow your choice down to two of the leading solutions for companies like yours: NeoReach and TapInfluence. The former’s website presents their best case study, showing a 5x Influencer Marketing ROI for a campaign launched by FanDuel using the NeoReach platform. The latter’s website boasts about achieving 11x ROI using their platform.

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So who gets your business?

他们俩在纸上看起来都像是很棒的解决方案,但是在实践中,Tapinfluence显然优于Neoreach,对吗?另外,他们的统计数据看起来很像您的老板告诉您的统计数据。您可以快速进行Google搜索,并找到几篇支持老板告诉您的内容的文章。

Influencer marketing delivers 11x ROI over all other forms of digital media.

Bill Carmody over at Inc.com said it. It’s actually the headline ofhis article. Louis Foong at business2community.comwrote a piececalled “Influencer Marketing Drives 11x More ROI.” Jay Baer at convinceandconvert.comcalled the 11x图“影响者营销的令人震惊的投资回报率”。金博宝188备用网址Nielsen Catalina Solutions在Brighttalk.com上进行了网络研讨会,该网络研讨会有望帮助您“通过有影响力的营销自动化提高营销投资回报率”。金博宝188备用网址

Suddenly, the choice looks like a no-brainer. Influencer marketing is on record as delivering an 11x return on your money, and Tapinfluence is the platform that can actually reach those heights. Unfortunately, this decision actually turns out to be much more complicated.


In-Depth Analysis of Influencer Marketing ROI:


Beware of “No-Brainers”

While the idea of making a choice that doesn’t require any critical discernment is appealing, it’s just not the best way to make decisions. Stepping in front of a speeding truck is also a no-brainer, so maybe you’ll want to put more thought into how you spend your seven figure marketing budget. And if you do that, you’ll see the claims of IM’s “shocking ROI” start to fall apart. They just don’t hold up when you dig a little deeper.

事实证明,没有:作为实践的影响者营销不会提金博宝188备用网址供11倍的投资回报率。Tapinfluence确实如此。或者,至少他们是为他们发表的一个案例研究而做的。

除了他们真的没有。这就是真正发生的事情:Tapinfluence与NCS合作学习一个运动他们跑了白波食品。他们研究了两个不同的消费者群体的购买 - 那些暴露于围绕IM活动创建的内容的人,以及一个只看到广告的对照组。简而言之,这个暴露的团体花费的钱是控制的11倍。有两个问题:

  • That’s not ROI. TapInfluence’s campaign was undoubtedly a success, but they’re comparing two sets of results, not the money earned from White Wave’s investment.
  • Even if it were an 11x return on investment on White Wave’s money, that still doesn’t prove influencer marketing as an industry delivers these results all the time. That’s like eating a salad from McDonald’s and then writing an article titled, “Fast Food is Healthy Now.”

If anything, it’s the propagation of the 11x figure—and not the figure itself—that shows the power of influencer marketing. TapInfluence broadcast the results of their case study, and the internet hype machine took it from there. And now that number has become the gold standard to which brands and agencies aspire, a standard which might do more to harm the credibility of influencer marketing than help it. Already, stories like这个demonstrate how marketers and executives are throwing money at influencers, and then regretting it—all chasing what may very well be unrealistic expectations.


From Apples to Oranges: ROI Formulation Has Gone Bananas

Another problem with the 11x Influencer Marketing ROI statistic is that it’s not based on any standard formulation of ROI. We can’t blame TapInfluence for that, though, because the fact is there is no standard. It’s that lack of standard that allows TapInfluence to present their success as a return on investment in the first place. And they’re not alone in this.

Let’s go back to NeoReach and their biggest success story: the 5x ROI that FanDuel achieved using their platform. If you read theircase study, you might notice something in it. Namely, nothing in the details actually points to a 5x return on investment. It’s clear from the document that the FanDuel case was an unmitigated success. We can safely say this because there are some numbers that stand alone and require little context to understand. FanDuel’s influencer marketing campaign created more than 38 million organic impressions, at a cost that was 10 times less than paying for those clicks through social media advertising. That’s huge.

但是他们如何解释5倍ROI的数字?他们真的没有。他们所说的是,在2015年,范德尔(Fanduel)收取了用户支付的超过18亿美元的入场费 - 从前一年的3.7亿美元起。在与IM竞选活动相吻合的时间范围内,这大约增加了5倍。但是,他们的影响者营金博宝188备用网址销活动是一场全面营销攻击的一部分,其中包括广告牌和电视广告以及网络上的传统数字显示广告。因此,是的,收入的增加与使用有影响力的营销有关(他们没有前一年都没有使用),但是我们真的可以说他们的所有收益金博宝188备用网址都来自这项倡议吗?相关性和因果关系是两种不同的东西。

即使我们认为两个成功案例都可以直接归因于影响者的营销,这也是两者之间的相似之处。金博宝188备用网址TapInfluence指出,IM的销售额要比显示广告的显示广告更好,并打电话给ROI。Neoreach注视年收入,并将其称为同样的事情。这些并不是唯一的区别。尽管两家公司都被认为是影响者的营销平台,并且两者都被正确地认为是其领域的金博宝188备用网址顶级参与者,但他们的方188滚球地址法甚至没有接近相似。

  • TapInfluence offers a kind of white-glove marketing service. They conceived and executed the campaign for White Wave, using influencers from their own network of creators who’ve opted in to the platform.
  • Neoreach提供了大量有关300万影响者的数据,以及用于管理活动的自动化工具。Fanduel自己的营销人员使用Neoreach的服务找到了他们的影响者,构思并执行了他们的竞选活动。然后,他们使用为此目的而构建的工具来管理和跟踪广告系列。

You just can’t compare either company’s claims against the other’s and use them as evidence that one is superior to the other. Think of it like this: A hybrid car is incredibly fuel efficient. A diesel truck can tow massive amounts of cargo. Which is the better vehicle? It really depends on what your goal is.

也许ROI不是度量我们需要集中on when judging influencer marketing in general. It has its use after the fact, when the campaign is over and a company can look at what they spent versus what they got back. At that point, it makes sense to measure the performance and determine whether it was worth the investment. But in terms of foresight, there’s just no way to accurately predict what the return on your marketing dollars is going to be. There never was a way to do that with traditional advertising, nor is there a way to do that with digital marketing. Predicting ROI is like predicting the weather: we can make some solid educated guesses, but we really never know the truth until it happens.


2021年意见ROI

Since we first wrote this article, views have changed somewhat on ROI in influencer marketing. For a start, you generally won’t see many references to ROI in case studies on the websites for influencer platforms and机构. Even the examples we’ve referred to for NeoReach and TapInfluence are buried within their websites. Newer case studies don’t focus as much on ROI. Other companies also place less emphasis on the exact ROI of the campaigns they run. GRIN refers to a 10X ROI in a case study on their client,Trifecta, but that is buried reasonably deep within their website.

AspireIQ指的是242%的回报率主页,使the statement that you can “Drive more ROI with the right influencers for your brand.” Aside from that, though, you will find little reference to ROI in published influencer marketing stats for recent years.

这并不是说有影响力的营销比往年的盈利要低。金博宝188备用网址离得很远。但是随着行业成熟的成熟,参与者已经意识到,原始的ROI数字不合时宜,对考虑影响者营销的品牌无济于事。金博宝188备用网址

Forbes总结了11种方法可以衡量影响者营销投资回报率的方法。金博宝188备用网址并非所有这些都涉及数学,有些人对影响者运动的成功进行了更主观的观察。福布斯建议的11种方法是:

1.Measuring Channel Performance, using metrics such as sales attributable to specific influencers or increases in web or social traffic. Promo codes and landing pages can help measure this

2.阅读直接评论 - 读者评论的迹象表明他们有兴趣购买产品的特色

3.Using Tracking Codes – track everything that contributes to a sale

4.Looking Beyond Vanity Metrics- e.g., using a brand lift study

5.确定预期的结果 - 您的主要关注品牌知名度或行动(例如销售额增加)

6。Requesting regular reports from influencers on their engagement

7。Looking at Tracking Links and Conversion Pixels

8。利用有影响力的分析平台,使用为每个广告系列设置的特定KPI188滚球地址

9.Implementing Measurable Trigger Points – e.g., UTM tags, unique landing pages, or custom offers

10。使用唯一的代码 - 例如,为每个有影响力的人提供诸如优惠券代码或特殊产品之类的东西,仅适用于其关注者或订户。

11.创建单独的会员链接 - 然后,您可以跟踪每种影响者的点击,废弃的购物车,电子邮件捕获或销售


Moving Beyond ROI

If companies want to know in advance whether their influencer marketing campaigns are going to be of value, then a new a metric is required. The success of any marketing campaign is as dependent on the human aspect as much as it is on the technology. You can hire the most popular influencers in the world and reach millions of people—none of that makes a difference if the content doesn’t resonate with audiences. What would make more sense is the kind of metric that can quantify the value of a given influencer for a specific medium. And it’s looking like that day might finally have arrived.
To their credit, NeoReach demonstrated their understanding of this dynamic when they introduced a new feature to their platform inMarch 2017:影响者媒体价值。It’s a metric that took a year of development. The goal of IMV isn’t to demonstrate how your marketing has helped you to earn more money. That’s still important to measure, but it’s not the whole story when it comes to influencer marketing. Instead, IMV shows you how much money you would have had to spend if you paid for those same clicks or impressions on a social channel.

That’s a really basic simplification; there are a lot of variables that go into calculating the IMV for each influencer you work with. But what’s important here is that there’s an objective, standardised measure to show exactly how much of the proverbial bang you got for your bucks—a real, measurable, and standard way to understand the return on your marketing investment.

Here’s what it looks like in action:

neoreach campaigns

You can see with this campaign that NeoReach’s customer spent $54,600 on a YouTube campaign with multiple influencers. If they were to spend the money directly with YouTube to buy ads, they would have had to spend $184,000 to get the same results (and keep in mind that paying YouTube $184k for those impressions does not include the cost of creating the content; the $54k that was spent does). That’s over a 3x return on the money they actually did spend, a huge savings—and something that marketers and brands alike ought to be excited about. The only time a 3x return on investment doesn’t sound exciting is when you’ve been sold on the idea that the number should be around 11.

This is why IMV is something we’re keen to watch develop over the next few years. Nothing devalues influencer marketing more than raising expectations to the point where they can’t realistically be met. IMV shows the true value of influencer marketing without having to add an asterisk, or explain context, or sales goals, or anything that can vary from brand to brand. It’s just a straight up number that shows you what you would have paid if you’d gone a more traditional route. And if you overspent? It shows you what you should have paid.

While a feature like this is a feather in the NeoReach cap, it also has implications for the industry as a whole. Beyond the benefit of demonstrating the real value of influencer marketing, it should help to normalise expectations. Jesse Leimgruber, the CEO of NeoReach, has a more realistic view of influencer marketing. He and his team are constantly monitoring the results of campaigns run through his platform, and they know that not every influencer marketing campaign is a winner. Anyone who lives on earth knows success is not a full-time reality for any endeavor, especially marketing. Still, they’ve been able to see that 78% of the campaigns run through their platform deliver positive ROI. (It should be noted that this figure relates solely to the use of the NeoReach platform, not work they complete as a full-service agency. The platform is self-service, and as such NeoReach customers fail or succeed based on their own decision-making and creative visions).

Right now, IMV is still an after-the-fact proposition. Companies who don’t see a return on their marketing dollars won’t know that until the campaigns are in effect and they watch the data roll in. If they see a loss at the completion of the campaign, they’ll be able to better identify where they went wrong. Rather than throw their hands in the air and leap to the conclusion that influencer marketing is worthless, they can use the data to make corrections for the future.

常见问题

Can influencer marketing really deliver 11 times the return on investment?

If you do some research, you will see that claims that influencer marketing can deliver more than 10 times the return on investment are not reliable. Influencer marketing as a practice does not deliver that type of ROI. TapInfluence, an influencer marketing platform, has published one case study that claimed to have achieved this huge ROI. Though, the issue with this case study was that they measured how much more one group spent and not ROI.

Can you predict the ROI that you can generate with influencer marketing?

When trying to assess influencer marketing in general, it is maybe better to focus on a different metric than ROI. ROI can only be a useful metric when the marketing campaign is over and a company looks at what they spent versus what they managed to generate. At this stage, it makes sense to measure the performance and assess if it was a worthy investment. Though, in terms of foresight, you can’t use ROI to predict what the return will be accurately.

How can you tell if an influencer marketing campaign will be valuable?

所有营销活动的成功都取决于人类方面和技术。理想情况下,您想找到一种量化个人影响者对特定媒介的价值的方法。您可以使用的一种工具就是NeoRECH。他们的影响者媒体价值(IMV)功能向您展示,如果您为这些相同的印象付费或在社交平台上点击,则必须花多少钱。

哪个更好:tapinfluence或neorecre?

Tapinfluence和Neoreach都是评分最高的两个平台。188滚球地址他们的案例研究表明,他们可以帮助公司很多。Neoreach超越tapinfluence的一部分是其影响者媒体价值(IMV)功能。有了IMV,公司将拥有更好的系统来衡量其影响者的成功。此功能提供的信息还可以帮助他们更好地计划支出并防止超支。

NeoRECH的IMV功能是什么?

NeoReach is looking to use their Influencer Media Value (IMV) feature as a metric to determine the value of an influencer before a company spends any money. This feature will show you how much you would have had to spend if you paid for those same clicks or impressions on a social platform like Facebook. It is an objective, standardized measure to show just how much bang you got for your money.

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