When working with influencers, there are countless choices to make and hundreds of data points to look at that allow us to estimate the success of a piece of content. Historically, we’ve focused on engagement rates, click-through rates or general sentiment between the Influencer and audience.
By taking this approach, we’re reducing the value of influencers, by applying traditional marketing theory to a completely different medium. If instead we look at influencer marketing through a behavioural science lens, and dig into what really drives a credible, successful and valuable partnership between brand and influencer, beyond the metrics, we can identify what is really an authentic partnership.
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