Nielsen seeks to demystify influencer ROI
Nielsen has launched its Influencer Brand Effect, a measurement solution to help brands and advertisers evaluate the effectiveness of influencer marketing.
The company says brands are set to spend up to $15 billion on influencer marketing by 2022, but says there remains a lack of transparent, independent and comparable metrics for brands and agencies to measure the true ROI of their influencer investment.
It also says there’s a need for greater understanding of the true impact of influencer activity at a time when social media platforms are testing the removal of traditional engagement metrics such as likes, views and shares.
The Nielsen Inﬂuencer Brand Effect solution is a measurement tool uses metrics such as brand awareness, ad recall, favourability and purchase intent. The solution also provides content metrics to assess the perceived ‘fit’ between a brand and the influencer, the right influencers to drive specific brand goals and whether content is effective at shifting audience perceptions.
Barney Farmer, UK Media Commercial Director, Nielsen, said: “Influencer campaigns can be a very effective way to engage audiences around products and brand messaging. However, measurement of the effectiveness of these campaigns is currently inadequate. The Nielsen Influencer Brand Effect solution looks to solve this challenge by giving brands and agencies a greater understanding of the impact of their influencer campaigns. By analysing KPIs such as familiarity, likeability and branding, research can provide actionable insights for brands to ensure that they are always improving their communications and relationships with their consumers.”