What Is The Most Misleading Metric In Influencer Marketing Right Now?

What Is The Most Misleading Metric In Influencer Marketing Right Now?
SHARE
THIS



In this guest post, Natalie Giddings (pictured below), managing director of The Remarkables Group, argues why brands need to stop with the outrageous ‘reach’ claims and tidy up their reporting metrics.

Natalie Giddings

I was recently a judge for a couple of local Australian marketing awards. I love giving up my time to do this because I love what I do and there is nothing more satisfying than getting to hear about more great ideas – of which, there are more and more to be proud of in this country.

Let’s keep it super simple – potentially too simple for some. The goal of brand marketing is to expose your brand to as many unique individuals/unique people to your brand as possible, as regularly as possible, for as far as your budget will take you. You must be the brand they’ve seen most recently when they are in the market for whatever it is you produce or the service you provide in order for you to be considered – essentially, be mentally or physically available to people in life when they need you.

Each agency and the in-house team will have their own metrics they measure success against. But taking on board the above brand marketing methodology, reach is the metric that should tell you how many unique individuals/people you have been seen by.

My participation in judging a number of awards so far this year has highlighted when it comes to the measurement, the metrics businesses are clinging to are downright misleading. One campaign for an Australian-only based brand reported having reached 87 million people. That is three times the total population of Australia and utterly impossible.

The critical pitfall when measuring reach is to take the potential reach figure as the actual reach figure. Potential reach is the number you get if you add together ALL of the audiences of all the influencers who shared content as part of the campaign.

Say an influencer’s audience is made up of YouTube subscribers (300,000) and their Instagram audience (180,000). So, you engage that influencer to co-create and post content for your brand. Your potential reach figure of 380,000 – almost half a million people – when in actual fact, not every audience member would have seen the post. Indeed, nowhere near that amount people would have seen that video, image or blog. So, why are we still constantly seeing and hearing these outrageous claims? There must be a greater emphasis on the right metrics. Be sure to address this issue whenever somebody puts a report in front of you or you see a case study.

The major error with this means of reporting is it is only measuring potential reach and not the actual number of eyeballs who saw the content. Potential reach can also be labelled as “opportunities to see”.  Another example of trick terminology is “combined reach”. Accurately measuring the success and impact of influencer activity is still a grey area, and unfortunately it comes down to a lack of education for brands. These misleading metrics give no real insight as to the success of a post or program and is fundamentally valueless.

All social networks, besides Twitter, report on unique reach per post (this is called ‘unique views’ on YouTube), and we base our ensuing insights on this solid data. Establishing this figure requires a lot more legwork, but it’s a true representation of the number of people exposed to your brand.

Very little has changed. Google Analytics started November 14, 2005 after Google acquired Urchin Software Corp earlier that year. Fun fact: Urchin is still referenced today as the U in UTM tracking codes. As a digital marketer over the last 10 years, Google Analytics was our bible, but all indications suggest we really haven’t moved very far past the days of reporting page views, even though ‘‘unique visitors’ has been available.

Please login with linkedin to comment

Influencer Marketing marketing metrics Natalie Giddings the remarkables group

Latest News

Tangram Signs Strategic Partnership With monday.com
  • Media

Tangram Signs Strategic Partnership With monday.com

Tangram has announced that they have signed a partnership with monday.com. the work operating system (Work OS) where organizations of any size can create the tools and processes, they need to manage every aspect of their work. Israeli-based monday.com and Australian-based Tangram form an irresistible team of experts offering unique solutions to agency problems. monday.com […]

New Confused.Com Study Shows BMW Is The World’s Most Photographed Car Brand
  • Media

New Confused.Com Study Shows BMW Is The World’s Most Photographed Car Brand

New research from Confused.com has analysed the number of photos on Instagram of the world’s most popular car brands, and compared this to estimated global sales figures, to reveal the number of photos shared on social media for every car sold. This allowed researchers to give each car model a ‘Car Instagrammability’ score out of 1,000 to reveal the vehicles people love to show off […]

Sunday TV Wrap: Brownlows Rake In Just Under 900,000
  • Media

Sunday TV Wrap: Brownlows Rake In Just Under 900,000

Seven’s broadcast of the 2021 Brownlow Medal had 889,000 viewers, according to OzTAM’s metro data. Obviously the Brownlow is Australia’s equivalent to the Met Gala, though there were no K-mart plates in sight. Port Adelaide player and Echuca local Ollie Wines won the medal with 36 votes. He is the first ever Port Adelaide player […]

by B&T Magazine

B&T Magazine
The Monkeys Play For Laughs In New Work For Nearmap
  • Campaigns

The Monkeys Play For Laughs In New Work For Nearmap

Nearmap has released “Truth is in the Detail”, a new brand platform that demonstrates how its high-resolution aerial imagery, city-scale 3D content, and Artificial Intelligence data sets can give organisations an edge, helping them to make more informed decisions – faster. Created by The Monkeys, the Nearmap brand campaign highlights the firm’s intelligent aerial maps […]

Sorrell’s S4 Makes Latest Play Snaring Tech Service Provider Zemoga
  • Technology

Sorrell’s S4 Makes Latest Play Snaring Tech Service Provider Zemoga

S4Capital has announced a merger between Zemoga and its new unitary brand Media.Monks, which is a significant first step towards building a third practice area around technology services. Zemoga is a leading digital transformation services firm specialising in providing product design, engineering and delivery services to enterprise clients across multiple verticals. Founded in 2002 by […]

AAMI Reunites TV Lovebirds Rhonda & Ketut For Pro-Vax Ad Via Ogilvy
  • Campaigns

AAMI Reunites TV Lovebirds Rhonda & Ketut For Pro-Vax Ad Via Ogilvy

Insurance brand AAMI has dusted off one of Australia’s most iconic ads, bringing back Rhonda and Ketut for a new campaign that sees the brand promoting vaccinations. The work of incumbent creative agency Ogilvy Melbourne, the 30-second spot also features AAMI’s trademark call centre operators and drag artists Keith and the Queens of Broken Heel. […]

SCA Appoints Two New Senior Sales Insight Directors For SCA IQ
  • Media

SCA Appoints Two New Senior Sales Insight Directors For SCA IQ

SCA head of sales insights and campaign strategy, Abi Wallis has announced the appointment of two new directors who will head SCA iQ’s sales insights leadership team. Chris Wong joins in the newly created position of commercial insights director. He will be responsible for understanding key strategic challenges in the market and how SCA is […]

Seattle, USA - Oct 15, 2019: The entrance sign to the new Google building in the south lake union area at sunset.
  • Technology

Yahoo Australia Inks Deal With Google For News Showcase

Yahoo Australia has signed a deal with Google, becoming the latest premium publisher to join the News Showcase product. Under the new arrangement, trusted journalism content from Yahoo will appear across multiple Google services. According to Senior Director of Content at Yahoo Australia, New Zealand & South East Asia Simon Wheeler, the deal signals a […]

Microphone in front of the sound mixer and computers in broadcasting radio studio. New radio station studio.
  • Advertising
  • Media

Commercial Radio Ad Revenue Up 16.8% In August

Commercial radio ad revenue continued to grow in the month of August despite ongoing lockdown restrictions, with revenue up 16.8% compared to August 2020. according to data released by industry body Commercial Radio Australia (CRA). Ad revenue for the five major Australian capital city markets totalled $49.653 million in August compared to $42.527 million one […]

Cannes LIONS Releases Global Creativity Rankings
  • Advertising

Cannes LIONS Releases Global Creativity Rankings

LIONS has released the global LIONS Creativity Report, which benchmarks creative success across the industry. This year, the report was extended and the official rankings were presented alongside trends, analysis, and interviews with Lion-winning creators, uncovering what it takes to produce the highest-ranking work in the world. The global rankings within the LIONS Creativity Report […]

Are Media Names New Editors Of Woman’s Day, TV Week And Take 5
  • Media

Are Media Names New Editors Of Woman’s Day, TV Week And Take 5

Are Media has today announced the appointment of editors for its Woman’s Day, TV Week and Take 5 weekly magazines. Kietley Isrin, associate editor of New Idea, becomes editor of Woman’s Day. Since 2014, Isrin has held news and features roles on Woman’s Day, TV WEEK and New Idea. TV Week associate editor Stephen Downie […]

Aussie And The General Store “Sign Here” For First Campaign Since Lendi Merge
  • Campaigns

Aussie And The General Store “Sign Here” For First Campaign Since Lendi Merge

Aussie has launched a new integrated campaign via creative agency, The General Store.  The campaign, which is Aussie’s first following their merger with Lendi earlier this year, heroes the simple yet poignant moment of signing on the dotted line for a new home loan or refinancing deal.   Sascha Hunt, head of brand & marketing at Aussie said, “across Aussie’s nearly 30-year history our brokers have helped over a million […]

Adland Veteran Sheryl Marjoram Returns As DDB’s New Group Sydney CEO
  • Advertising

Adland Veteran Sheryl Marjoram Returns As DDB’s New Group Sydney CEO

Sheryl Marjoram, McCann London’s CEO, is returning to Australia after two decades in the UK to become DDB Group Sydney CEO. Marjoram’s role will span the breadth of DDB Group agencies operating in the Sydney market, including creative agency DDB, digital agency Tribal, customer and data shop Track, PR agency Mango, and healthcare specialist DDB […]

Kirsty Muddle Promoted To CEO Of Cummins&Partners
  • Advertising

Kirsty Muddle Promoted To CEO Of Cummins&Partners

Founding partner and managing director of Cummins&Partners Sydney, Kirsty Muddle has been named chief executive officer of the Australian operations of the multi awarded 10-year-old independent agency. Muddle was recently named in B&T’s annual Women in Media power list and was named executive leader in B&T’s Best of the Best Awards. On her appointment Sean […]

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]