Content is the key influencer marketing metric, not reach, says agency

Influencer marketing is valuable because of the content creation not the reach of the influencer, argues Visual Amplifier (VAMP) marketing director, Amy Luca.

Speaking at Mumbrella’s Sports Marketing Summit, Luca said: “It certainly is something people talk a lot about in influencer marketing – the cost per engagement is this magic metric you should go for and it’s definitely important but I’m going to propose another, more valuable metric that you should look at.

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“It’s actually the content itself and where you can use it. What I want to propose is that the value of influencer marketing, with the power ‘middle versus the celebrity’, is actually in the content and not the reach.”

Convincing clients to view influencer marketing through this lens is “pretty easy”, said Luca.

“The biggest thing we have to overcome with clients is the quality of the content. They think influencers who have a lower following than a celebrity influencer can’t produce the same level of content that an agency can.

“Usually once we get over the first hurdle of what the content looks like, the opportunities open up. They come back to us and ask, ‘Can we use it here? Can we use it there?’. And we say, ‘Yes, absolutely you can’. We believe in compensating our influencers so we do control rights to those images and we do charge extra for other usages.

“Brands are getting to that conclusion on their own because they want to use the content in so many other places.”

However the Australian Turf Club is still firmly on the side of  ‘reach’. “Until now it’s mostly been reach but we draw a line between celebrity ambassadors and influencers,” said Tony Partridge, chief operating officer of the Turf Club.

Partridge said the Turf Club does not pay influencers “beyond our official ambassadors”.

Luca said using a celebrity ambassador or influencer is a strategy that complements using the ‘power middle’ influencers which means spreading a budget across a number of influencers with smaller reach to get more content.

“They’re not mutually exclusive strategies – they work together. Using a celebrity or celebrity influencer in tandem with a bunch of ‘power middle’ influencers to create lots and lots of content and lots of spread is the best way to achieve the PR lift you get from a celebrity and lots of content and lots of content spread across social media,” she said.


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