Decoding the dilemma: Navigating influencer analytics discrepancies across tech platforms

Campbell Robertson, talent manager at Born Bred, discusses the issues of third-party analytics platforms, and why it is so important to go 'back-to-basics' when sharing influencer data with brands.

In today’s ever-evolving landscape of influencer marketing, the role of analytics cannot be overstated and as brands seek more precise insights into audience demographics and engagement, we recognise the importance of accuracy in influencer analytics.

At Born Bred, we’ve always been at the forefront of embracing innovation, viewing tech platforms as invaluable partners in our quest to deliver unparalleled results for our clients. These platforms offer a myriad of benefits, from streamlining the influencer selection process to providing in-depth audience insights.

However, recent months have shed light on the challenges posed by inconsistencies in the data provided. As talent managers we find ourselves at a crossroads, responsible for ensuring the accuracy of analytics whilst making sure our talents’ best interests are served.

The attraction of technology platforms lies in their ability to streamline the influencer selection process to keep brands ahead of the curve. By utilising these tools, brands not only gain the ability to search and filter creators via many different variables they also gain an in-depth understanding of a creators’ audience breakdowns across their multiple platforms. Creators analytics play a pivotal role when it comes to branded collaborations and are more often than not a defining factor in whether they will be selected for a campaign.

As more brands are becoming reliant on these third-party platforms for creator analytics we need to look at what these means for creators and overall campaign success. If brands and agencies base their line-up selections on these estimates, they may not realise they’re working with approximations, leading to ineffective target reaching. The inconsistencies between first-party and third-party data could be the deciding factor to the success of a campaign, which has prompted us to reevaluate how we work with our creators, leading us to have a more traditional approach to our ways of working.

We’ve embraced a back-to-basics approach to ensure the accuracy of the information we provide to our clients. Recognising the enduring value of personal connection, we’ve reimagined our relationship with our talent, placing a renewed emphasis on direct communication and transparency.

Rather than solely relying on analytics provided by tech platforms, we’ve implemented a simple yet effective solution, asking our talent to screenshot their analytics and provide them directly to us. This grassroots approach not only fosters trust and transparency but also ensures that we have access to the most accurate and up-to-date data available.

Our back-to-basics approach has been well received by our talent. Insights are constantly changing which is resulting in uncertainty around how quickly these third party platforms have the ability to update on their end to ensure accuracy. Having a talent manager check in every quarter gives the reassurance that brands are given the most accurate and up-to-date information, giving talent the best chance to land a collaboration.

Working in an industry that is evolving at a rapid rate, it may be seen as taking a step back with this approach. However, our recent experience has shown us otherwise. Regardless of the attraction of data-driven insights, it’s important not to overlook simple human interaction. Meeting with our talent quarterly has not only helped to foster and grow relationships but it has also provided us with what we believe are the most accurate analytics. This ensures we’re providing brands with the most current data which in return will drive the best results.

For us, finding a balance between technology-driven solutions and traditional ways of working is crucial. Whilst technology helps with efficiency, we find going back to the basics of having strong, personable relationships with our talent to be the most effective. By combining the two we can ensure our creators’ best foot is always put forward, making sure our talent are accurately represented and that the campaigns we engage in are reaching their intended audiences.

Campbell Robertson is a talent manager at Born Bred.


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