[VIDEO] The Best Influencer Marketing Research Tool is Not $24 a/month

Marketers will need a lot more than just a $24 a/mo subscription to an influencer marketing research tool to pull actionable data insights.

By: Michael Brito

Category: Influencer Marketing

What is an influencer marketing research tool?

I just read a blog post that showcased 9 influencer marketing research tools ranging from $24 a month to $99 a month. For a small business or a consultant, this might be the right influencer marketing software to use. For everyone else, it’s not even close.

In this video, I walk through some research of tech influencers and highlight different types of analysis that can be done to discover true influence in order to make actionable decisions.

Partial Transcripts Below

A small part of the below analysis could be done by one of the influencer tools mentioned above. But it wouldn’t be worth spending even $24 a month just to get a name of an influencer. There is a lot more rigor and data analysis to be done to uncover true insights.

The first thing I like to do is put together an influencer profile. This is basically a slide that showcases one specific influencer and all the data about him or her.

First, Michelle Gomez is not a real person. It’s just the first name that I thought of when I was recording this video.

There’s a lot of information on this influencer profile and it’s important to dissect each piece because each one has a purpose. In the upper left corner is basically her name, her audience size, and how large her network is by channel. On the right is her topical relevance. It’s basically a cluster analysis based on the keywords, phrases, and topics that she publishes the most online, whether on social media, blogs, editorial bylines, etc.

You need a lot more than a subscription to an influencer marketing research tool to pull this type of data. But let’s continue with this analysis.

Each of these boxes represents volume, so the larger the box, the larger volume of conversation. She talks a lot about future workplace, HR, technology, digital transformation, and employee experience. You’ll notice that each of those boxes have smaller boxes within each color. These represent subtopics.

If you look under future workplace, she talks a lot about gig economy, remote teams, HR technology, flex, working huddle, room zoom etc. I analyzed this data right in the middle of the pandemic, so it makes sense that she would be talking about these types of topics. Again, these are keywords and phrases that she’s using on social media.

Moving down to the bottom right corner. These are other influencers that influence Michelle. Basically, this data is collected by tracking the content that Michelle shares the most and which individuals she engages with on social media.

Influencer Marketing Research Tool 2022

When I talk about different ways to measure influence, it’s not just about how large their community is or how much engagement they get from their content. I always ask the question. Does this influencer get mentioned by any other influencers? The media? Analyst reports? A specific audience? In this case, the data confirms that she has been mentioned in several HR trade media outlets.

I call this data point reference, and it tracks whether influencers are “referenced” by other influential audiences.

Right above the media mentions is audience mentions. This is also considered a reference data point. It’s tracking if a specific audience has mentioned her or shared any of her content over a specified period. This is one of the most important metrics because it validates if a particular influencer is influencing an audience.

Imagine this. You are an HCM vendor, and you sell your software to HR professionals. They are your audience, your buyers. You build an audience of 8.5K HR professionals ranging from the CHRO, the head of HR, Benefits & Compensation, Recruiters, and heads of DE&I. You then reference Michele’s social handle, or any articles that she’s written over time to see if there is any engagement from your audience research.

Of course, as an HCM vendor, you would probably care less if she’s mentioned randomly by people who follow her. But if she’s mentioned 15,000 times by self-identified HR professionals, that’s a different story.

Now we’re going to transition and look at influencers as a specific group of people versus one influencer profile. There are two visualizations below. the left bar chart represents topically based content sharing by the security influencers. When influencers are talking about or sharing articles about security, their go-to media platforms are LinkedIn, dark reading, and ZDNet. When they are talking about or sharing content related to artificial intelligence, their go-to media outlets are Forbes, CIO Online, LinkedIn, and DZone.

On the right is a conversation analysis of the top 20 security influencers. When collecting all of the data from each one of their social profiles, we clustered the key phrases and terms and categorized them into topics based on volume. The top themes discussed are data security, AI, industry 4.0, automation, and data science. This is an identical analysis to Michelle’s topical relevance but in this case, we’re looking at all 20 influencers collectively.

This data not only tells us what topics, trends, and stories are top of mind for the top 20 influencers but also where they go online to consume content. If you consider any other influencer marketing research tool on the market today, you will not be able to get more than 5% of what has been shared on this post today. And that 5% is probably just the name of the influencer.

Let’s move on.

We are still tracking the top 20 influencers below, but we are looking at their trending media consumption. From the above example we already know what topics they’re talking about the most. And in this case, we are looking at that relevancy over 12 months. Are there any topics increasing in relevance? Which ones are decreasing in relevance?

The data is telling us that Industry 4.0 is a topic that is trending extremely high amongst these influencers. Industry 4.0 is this evolution of the digital transformation buzzword that most other influencers and tech audiences have been using over the last decade.

The data also suggests that the future of work has been steadily on the decline since January. This just means that they’re not using it in any of their social content they are publishing online. This also tells me that future of work isn’t relevant to this audience as much as it was before.

This type of analysis helps marketers understand the topics trends and stories that are demanding the attention of their audience. In this case the audience is a group of influencers or in many cases, just one influencer. The next logical question that marketers must ask themselves is, “Are we meeting the demand of the audience with our supply of content marketing?” You will need more than just a $24 a/month influencer marketing research tool to give you these insights and answers.

Take a look at these B2B social media marketing best practices. It’s a guide that will  help you use data and document the right plan to grow your business on social media.

Please consider subscribing to my influencer marketing YouTube Channel where I post 2-3 videos per month or connect with me on Twitter or LinkedIn.

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