TapInfluence's TapFusion platform offers a tremendous amount of data to help marketers make the best decisions to meet their goals, during the influencer selection process.
The TapInfluence "Trifecta of Data" offers:
- Influencer data, including self-reported profile and rate data, as well as externally validated blog and social reach data
- Performance data, including real-time Cost-per-Engagement (CPE) metrics that get continually updated with each completed assignment
- Audience data, including census—not modeled—data on influencers' audiences, such as location, gender, age and household income
Marketers use audience targeting to make sure the right message reaches the right consumer. Our platform makes true audience targeting possible for influencer marketing, with Audience Insights.
Using Audience Insights, marketers can do smart influencer selection by choosing influencers that have the highest Audience Reach, as opposed to Total Reach, which may or may not include a high representation of relevant consumers.
Prior to Audience Insights, to reach consumers in Portland, Oregon, ages 18-24, influencer search criteria would be used to try and target this audience.
When showing Audience Reach for these influencers, despite having a large Total Reach, their Audience Reach is relatively small. The top two influencers would have a total Audience Reach of less than 7000.
Instead, clearing the influencer search results and using Audience Insights to sort all influencers in the marketplace by their Audience Reach, for the audience targeting criteria, different influencers rise to the top. The top two influencer now have an Audience Reach of 29,000.
The Role of Influencer Data
Influencer data remains an important piece of selecting the right influencers for your unique goals. Marketers may want to identify influencers who already have a predisposition to purchasing theirs products, based on self-reported lifestyle or income data in their profiles, or they may want to rely on influencers who lives in a certain area for an important regional product launch.
TapInfluence believes marketers can optimize their influencer spend and program effectiveness by using this "Trifecta of Data" to best meet their goals.