Finding new and captivating ways to capture and retain customers’ attention on social media is always on the agenda of marketers. Likewise, brands keep enhancing their social media activity to intrigue online users. With the increase in chatter and the changing dynamics of social media platforms, targeting and engaging with the ideal customer on social media networks is harder than before.
Influencer identification and analytics
Influencers are the brand advocates and niche promoters that help drive actions amongst the audience with whom they are connected with. It is key for a brand to identify influencers or groups of individuals, within their audience segment, who share similar interests and who have the ability to amplify a message to a larger audience.
Once influencers have been identified, the next step is to look deeper to identify any meaningful insights. This is where influencer analytics comes into play – it’s a form of social media analytics, which involves processing and modeling digital media data to enable brands to make information-driven business decisions. It can also be referred to as behavioural analytics data insights.
Digital media data can include any of the following:
- Textual data (user profile handle, keywords, hashtags, @mentions, follower count, tweet content etc )
- Network data (Facebook, Twitter – follow/following network, Instagram, Reddit)
- Location data
- Hyperlinks (people who circulate links on social media)
The information interpretation includes visual representation of how people within a community are connected to others by their interest patterns.
Influencer analysis in practice
I was part of the social media analytics team who were conducting influencer analysis for a FMCG company. The primary objective was to segment the audience that resonated with the beauty and personal care category. The client was interested to know what persona traits of this audience were emerging from their shared interests and preferences.
Our analysis was focused around answering the below ‘five W’s’:
- Who are the relevant influencers in the audience
- What are the behavioural and cultural traits of the people in social communities
- Which sets of people or groups are exchanging information about personal care
- When is the best time for social media posts
- Why leverage persona traits of users to accomplish marketing goals
We ran a report on the female author handles who had mentioned personal care during festivities and special occasions on Twitter.
It was observed that celebrity fanatics, followed by media enthusiasts, were highly relevant to the audience. In the celebrity fanatics cluster, people are influenced by popular celebrities such as music artists, fashion celebrities, Bollywood actors etc. Compared with the other clusters, celebrity fanatics profoundly share common interests within their audience segment. The 25-34 age group seems to be the most active and are open about expressing their preferences and opinions about news or current trends on social media. Users’ social media activity was observed around industries such as entertainment, music, government, politics, news etc. We also identified each cluster’s demographics, interests and the brands they follow.
The influencer analysis helped the client to get overall insights on each cluster, such as:
- Type of content that resonates with each audience segment
- Top bio keywords
- Most used hashtags
- Most used devices and apps to access Twitter
- Most used words in tweets by members of each cluster
- Audience members' most active time and day of the week
- Most used emojis
Female consumers who speak about their skin care regime or products predominantly follow e-commerce brands on Twitter, followed by technology brands. The clusters of music and news addicts and sports aficionados’ consist mostly of ‘Lurkers’ – users who seldom post and consume content without responding.
Brands can focus on sponsored ad promotions in the Beauty and Lifestyle section of renowned media publication to garner attention of consumers seeking skin care tips. Also, popular media sites that cater to women’s beauty and personal care needs and specific celebrities that endorse beauty brands were recommended to the client.
By capitalising on the cluster-wide influencers, brands can avoid the skepticism associated with amplifying their brand message to their entire audience.
There is much more to social media analytics than measuring simple metrics such as the number of likes or reach, such as understanding ‘the audience’ in detail. Identifying key influencers that are aligned with brand values is essential. By conducting this type of analysis, brands can collaborate with the right influencers to help drive marketing goals on social media platforms.