影响力营销在其早期的克星金博宝188备用网址was a lack of a consistent way to measure the success of an influencer marketing campaign. Influencer Media Value (IMV), introduced by Neoreach in 2017, maybe the solution to this problem. IMV allows you to compare influencers to determine their worth based on their past influencer campaigns.
We have written in the past about thechallenges that brands have facedwhen determining the success of their influencer marketing. In particular, there have been many reported case studies providing massive ROI statistics that have one significant flaw – the numbers presented don’t actually represent a real ROI. They merely give a proxy – they may indicate highly successful returns, but they don’t connect in any way with any concrete investment figures.
Influencer Media Value provides a better proxy for the returns on the posts that an influencer has historically given the firms he or she has worked with. It provides an indication of what an equivalent advertising campaign would cost for the same effect.
Influencer Media Value:
- 金博宝188备用网址影响者营销中心’s Influencer Media Value Calculator
- What is Influencer Media Value (IMV)?
- Why is Influencer Media Value Important?
- Factors That Affect the Calculation of Influencer Market Value
- Don’t Assume the IMV of Mega-Influencers Will be Proportionately Greater Than for Micro-influencers
- Use Influencer Media Value to Compare the Success of influencers in Your Campaign
金博宝188备用网址影响者营销中心’s Influencer Media Value Calculator
your Influencer's Media Value Per Post
We can help you discover the Influencer Media Value for any Twitter tweet or Instagram post. Just select the relevant social network and enter the URL of your selected post. We carry out all of the background calculations and tell you the Influencer Media Value for the post. Obviously, better performing influencers will show a higher Influencer Media Value than everyday social network users or minor influencers.
If you have paid a certain amount to an influencer to publish one of your posts we can calculate your ROI on that as well.
What is Influencer Media Value (IMV)?
NeoReach wanted to develop a robust metric that adapted the existing statistic, Earned Media Value (EMV) and make it relevant for influencer marketing. Earned Media Value calculates the worth you receive from content shared by an influencer. People use the EMV calculation for press, social, and some endorsement campaigns.
在许多方面，您可以将IMV视为帖子的等效广告价值。例如，如果特定的Instagram帖子得分为50美元，这表明该帖子为品牌提供了与Instagram上50美元广告相同的“广告价值”。
Source:slideshare.net
尽管这始于新的创新，但使用某种形式的影响者营销价值的想法也扩展到了其他平台。金博宝188备用网址188滚球地址朱利叶斯（Julius）还看到了标准中的价值 - 尽管它们的版本保留了原始的媒体价值（EMV）名称。朱利叶斯（Julius）在其数据集中包括Ayzenburg Group赢得的媒体价值指数。
朱利叶斯（Julius）整理了有关汽车，美容和时尚，消费电子，金融服务，娱乐，医疗保健和游戏领域的广泛EMV数据。这使得他们平台的用户可以轻松比较利基市场中潜在影响者的价值。
Why is Influencer Media Value Important?
人们试图玩这个系统的人太多了，使自己在社交媒体上看起来比实际上更重要。同名的影响者购买了追随者和喜欢。有很多社交媒体帐户根本没有由人类运行 - 它们实际上只是由机器人操作。许多寻找影响者的企业发现很难将真正的影响者与这些流氓帐户区分开。
但是，对这些帐户的仔细分析显示了他们的伪造证书。重要的是，有影响力的媒体价值计算器没有被欺骗。这是一个明确将真正影响者与在线欺诈者区分开的指标。
Influencer Media Value provides more accountability for influencer spending. An influencer with many genuine and engaged followers will undoubtedly generate a better IMV than somebody with less of a proven record with their online posting. IMV provides an excellent guide to how much an influencer is currently worth.
您可以为任何在线发布的人创造有影响力的媒体价值。显然，一个偶尔为几个朋友或亲戚张贴的人比拥有大量，参与的人的IMV要低得多，他们在首选的主题上进行了整个对话。他们的比较IMV将反映出这一点，品牌愿意为他们提供合作工作的钱的总和也一样。
影响者媒体价值的价值表示，如果品牌要使用付费广告来吸引影响者的追随者，他们将必须支付多少费用。它有效地告诉品牌最高价格，他们应该准备好支付特定的影响者。如果影响者收取的费用超过其IMV，那么品牌从事付费广告比与他或她合作更有意义。
Factors That Affect the Calculation of Influencer Market Value
The calculation of IMV can be complicated. You need to make allowance for a range of factors that affect the effectiveness of somebody's online posting.
The following factors all have an impact on the calculation of Influencer Marketing Value:
- The size of an influencer’s online reach – what is the online awareness of the influencer?
- 参与的人数的影响posts, split into the different types of engagement. Engagement is quite a broad term. There is a vast difference between a like, a share, a click on a link, and a comment.
- Success at redirecting people to specific landing pages
- 每次参与度花费的时间
- The segment of the marketplace that the influencer reaches out to
There is a further complicating factor that needs to be accounted for when measuring Influencer Media Value. That is the viral nature of successful posts. The calculation tries to capture the overall generated awareness of successful posts.
显然，品牌对IMV的任何检查都必须考虑到潜在影响者是否吸引与品牌目标市场相似的受众。像Ronaldo这样的人可能拥有很高的IMV，但这对于一家新娘礼服公司寻找可以在线建模的新娘礼服公司几乎没有价值。
Don’t Assume the IMV of Mega-Influencers Will be Proportionately Greater Than for Micro-influencers
The calculation of Influencer Media Value tries to take into account the worth of an influencer's output. It is a proxy for what you would pay for equivalent advertising spend.
But you can’t always assume that the online influencers with the largest followings have proportionally greater influence than smaller more specialist micro-influencers.
在确定实际影响水平时，追随者数量不是主要因素。这是因为一旦某人成为“名字”，他们通常会跟随他们的利基市场兴趣最小的人。这些人中的许多人对巨型影响者可能试图推广的任何产品都不感兴趣。
Micro-influencers (with followings of between 10,000 and 100,000) are often seen as more effective at delivering a message. This means that although the IMV of a mega-influencer may be higher than many micro-influencers, the difference in IMV will be much less than their difference in follower numbers.
Use Influencer Media Value to Compare the Success of influencers in Your Campaign
您可以使用IMV的另一种方法是检查您在广告系列中使用的影响者的相对IMV。一些影响者的表现比其他影响力更好吗？您付款的金额反映了他们在传播信息方面取得的比较成功吗？
It would be of value to compare the IMV of your influencer posts after a campaign with their IMV on posts they have made before your campaign. Has there been a change? Can you use this to adjust the amount you are prepared to pay them for future activities? Is it worthwhile adjusting your influencer mix in future?
有影响力的IMV将会上升，他的竞选职位越成功。这是有道理的。有影响力的人的表现越好，他/她的职位范围越广，您必须付出的金额越高，即可使用付费广告复制该覆盖范围。
For instance, you might begin your campaign working with an influencer that has an IMV of $500 per post. At the end of your campaign, you should check the IMV on the posts. You might notice that this influencer now generates an IMV of $600 per post. This might encourage you to work more with that influencer in the future, and be willing to offer increased payment in future price negotiations.
另一方面，您可能会注意到，影响者的IMV在您的竞选活动的长度上下降了。在这种情况下，您可能会选择减少准备将来付给他或她的金额，甚至可能从以后的竞选活动中脱颖而出。
