Influencer marketing platform Buzzoole has announced a first-of-its-kind collaboration with global measurement company Nielsen, with the launch of Buzzoole True Reach.
True Reach is based on a proprietary algorithm designed by Nielsen to help brands and agencies understand the true reach of influencer marketing and establish a metric that can, for the first time, define how many users were actually reached during an influencer marketing campaign.
This new measurement activity will be implemented by Buzzoole, combining a number of key social media performance indicators including (but not limited to) follower base, post frequency and engagement rates with a custom survey that determines the effective readership.
Data collected is then pushed through Nielsen’s proprietary ad recall index, which illustrates the number of followers who have seen a post published by an influencer. This allows brands to create clear ROI metrics for influencer campaigns including true reach, engagement and ad recall. The result is a measurable media buy metric, clearly reported through the Buzzoole client dashboard.
Ian Samuel, chief commercial officer on Buzzoole, said: “It’s clear that influencer marketing works, but the question of measurement remains a marketer’s single biggest challenge to increasing influencer investment. Unless brands can make meaningful comparisons between influencer investment and other media the industry will not move from test-and-learn to a firm line item on a media plan.
"The Buzzoole True Reach metric gives influencer marketing campaigns the ability to stand shoulder to shoulder with more traditional media buys. Brands can now use Buzzoole True Reach to inform campaign spend and effectively measure ROI for the very first time.”
Founded in 2013 in the growing tech centre of Naples in Italy, Buzzoole has a growing presence in a number of locations globally, including the UK and U.S.