Getting past vanity metrics in influencer marketing

While influencer marketing is incredibly effective it can be difficult to measure. These so-called vanity metrics may at first glance seem informative, but in reality you’re just scratching the surface

Vanity metrics is a numeric overview that looks good on paper, but in reality tells you nothing of substance. The numbers only increase the perceived value of a certain influencer, blog or campaign. Where can you find the correct measuring tools that locate that perfect influencer candidate?

Looks can be deceiving
Based on the number of followers, the most influential person on Twitter is Katy Perry. Justin Bieber would be a close second, firmly ahead of people like Barack Obama and Bill Gates. It’s safe to assume that most people on Twitter aren’t that preoccupied with Katy Perry or Justin Bieber’s opinions, but solely based on vanity metrics it would seem that way.

Similarly, if you had the choice between two influencers: one with 5.000- and the other with 10.000 followers – that’s an easy choice, right? You would most likely choose the one with the most followers. However, a vanity metric like that won’t tell you the important information you need to know before picking your influencer. For instance, it does not tell you anything about the engagement of followers. Do they actually respond to the content that’s being posted? Wouldn’t you rather want to be exposed to 5.000 active and attentive followers, rather than 10.000 inactive followers?

While most influencers acquire their followers through years of hard work, it is possible to simply buy followers from certain shady websites. That way the influencer’s numbers are bunked up, but the activity remains the same. So in short, large numbers doesn’t always guarantee outreach.

What to watch out for
Even though vanity metrics have a ambiguous reputation, doesn’t necessarily mean that they are not important – just keep in mind that they’re not an indication of any sale or earnings. A certain campaign may have many likes – giving off the impression of being successful, but has it actually generated revenue? Unless you’re simply aiming for awareness, examples of vanity metrics could be:

• Number of likes
• Number of shares
• Number of followers
• Number of downloads
• Number of page views


Don’t waste your time with inaccurate tools
The internet is practically overflowing with measurement tools that makes it possible to assess any information you might desire. Many marketers rely on these tools when making important influencer decisions, but how accurate are they? Do they really help you go beyond the superficiality of vanity metrics?

In most cases, the answer is no. An example of two popular tools that provide traffic estimations are Compete and Alexa. But you shouldn’t rely too heavily on these sites, since they too often provide numbers that are way off. Meanwhile, Alexa offers a browser extension that ranks any website you visit according to its traffic. That sounds pretty useful, right? But there’s a catch! Alexa’s numbers are based only on people that already have the browser extension installed. And who are most likely to install such an extension? Other marketers! So in reality, these numbers don’t tell you anything about the audience you want to target.

Go beyond vanity metrics with Woomio
So, now what? How do you get past shallow numerics and vanity metrics to find that perfect influencer? How do you measure your collaborations if you don’t know whether the tools out there can be trusted? Don’t worry, Woomio got your back!

Once an influencer signs up to Woomio, he or she hands over all of their data and you get a unique opportunity to see everything you need in order to make a qualified decision. With Woomio, you can create your own reports across social media platforms. This means that you can get a quick overview, and thorough look at each influencer and see how they are generally preforming– not just on their individual accounts. This gathers everything in one place and saves you a ton of work.

You also get access to our measurement platform that makes it possible to trace your collaboration every step of the way. Woomio isn’t just a place that facilitates collaborations and let you discover influencers – it’s also a measurement tool.

An important part of Woomio’s measurement platform, which separates us from everyone else in the market, is our emphasis on Opportunity To See (OTS). Especially media planners use it as a benchmark to estimate the success of a campaign. Campaigns need at least 3 OTS to be considered successful. This means that you have exposed at least 50% of your total audience minimum 3 times with your message. If it hits 5 OTS, it’s a really good campaign. A higher number is of course even better. This kind of measurement system makes it easy for you to keep track of everything and continually go in and tweak the campaign until you hit that magic number that you want to achieve.

What are you waiting for? Get started right away! Ditch uncertainties and sign up to Woomio.


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