Brands wisely investing in influencer marketing may be stupidly short-sighted when it comes to measuring the actual value of what they’re buying. Unfortunately for marketers, the vast majority of approaches to measuring the value of earned media and influencer programs are seriously limited by a focus on the post, as opposed to the content.

It’s critically important that any brand budgeting for visual content, social media marketing or influencer programs has a clear window into the return on that investment—the earned media value it is producing. I’m a huge believer that marketers need to see all of the content related to a brand—not just how many times a logo appears.

However, most social media monitoring and content marketing platforms are really blinkered and only look at individual and specific social media posts (on Instagram, Pinterest and elsewhere), and not at the lifetime value of that earned media and the content within the post. Brand- and product-related visual content—whether in the form of a company-created image or one that is user-generated—is nearly always reposted, re-embedded and shared, getting moved from Tumblr to Twitter, then to Instagram and Pinterest, and so on.

What’s more, each individual platform’s dashboard provides very limited insights and analytics, and the systems are siloed, giving a blinkered view of content performance. The major brands ShareIQ works with previously had a very limited view of the value of their content—often simply how many times an influencer’s product post got liked or commented on—and no perspective whatsoever on what happened to that post later, outside of the initial platform where it appeared.

That state of affairs short-changes brands, as well as influencers. Marketers are crying out for influencer marketing to be made as quantifiable and measurable as the rest of the marketing mix. Read more from adweek.com…

thumbnail courtesy of adweek.com