One of the key challenges brand marketers are currently facing is understanding the ‘why’ behind campaigns. Sure, data and results can tell us how well something performed, but they can’t tell us why. So far we have been relying on human judgement and analysis to fill this gap.
As we advance our knowledge of campaigns, however, we’ve found that this human judgement is not enough. When it comes to understanding why a social media post was more or less influential than another one, we need to go deeper. We need to look at the behavioural science of a post and see how elements such as body language, communication style and even personal values impact your influence.
At Tailify we’ve built an AI tool called Fides to do just that. Fides analyses thousands of data points per influencer to understand how influential they will be for a given brand. But not everyone can access Fides or build their own AI tool, so we’ve broken down three of the most important considerations it takes into account to understand your influence.
You can use these three tools to help scale and improve your campaigns over time.
1. Understand what moves your market
We don’t mean mapping out your target market in terms of demographics. We mean going deep and finding out what motivates your market. What elements of your influencer posts motivate your market to take action? Understanding the impact of the hundreds of individual attributes of your content is the key to wielding this influence.
Take a video that is promoting a sex toy, for example. You may have one account that talks about the performance, battery life and materials, and one that spoke about how she introduced the sex toy into her relationship and opens up about her personal sex life. Interestingly, the latter post performed better and behavioural analysis tells us this is due to the vulnerability of the influencer.
When buying a product so personal, we found that the market valued this honest approach compared to a performance review. For this client, the personal stories that influencers told about their product were the posts that drove the best results.
2. Stop buying attention, start earning trust
The days are gone where you could buy a billboard and shove your brand in your customer’s face to drive sales. It is no longer enough to command our attention, you also need your customer to trust your communication. Only with attention and trust can you create influence.
The influencers you work with have built their audience through years of work and content creation, so they know what resonates with their audience and what performs well. When they recommend a product or service to their audience, they are putting their reputation on the line too as their recommendation creates trust. Respecting this is one of the most important things a brand can do to create influence.
3. Align your values
Understand the relationship between your influencer and their audience. What are their values? What does their audience expect from them? Ensuring that you align with these will create an authentic and valuable long-term relationship.
By creating a profile’s values score that identifies the core values of any one person, you can test how closely your brand aligns with an influencer. Our testing demonstrated that the values congruence between an influencer and a brand is predictive of the performance of collaboration. The more aligned your values, the higher the performance of the influencer.
Now... do this 100,000,000 times.
To truly be able to wield this power requires a sophisticated system that brings together behavioural science data science and data engineering. No human brain can analyze an influencer in the level of detail required at the scale that’s required to find the best one, but hopefully these ideas can help you get started to achieve success.
However, if you would like to try out Fides to analyze your campaigns and better understand your influence, then get in touch with Tailify. We are offering a workshop that is usually reserved for clients to every brand. For your free influence audit we will review over 100+ content topics within our database and analyze areas around influencer topic authority, product-community relevance, salesmanship, credibility, audience buying propensity and integration placement, to name just a few.
You can apply for your influence audit here.