Influencer marketing has gained great strength in the last few years. Social media such as Instagram have become a channel that brands are using to get more engagement with their target market.
What is an influencer?
Influencers are experts or specialists in their respective areas of interest. They focus on creating content on topics they are passionate about and have managed to earn the trust of and reach a high- quality level of communication with their followers. They draw the attention of social networks users through innovation and creativity in their publications, building up a loyal following day in and day out.
Yes, it is a great opportunity for brands, small and big, to include influencer marketing within their strategies; but, on the other hand, the truth is that it is still very difficult for marketing professionals to determine the return of investment (ROI) of this type of marketing strategies, despite having effectiveness indicators based on interactions, traffic, etc.
When implementing an influencer strategy, we just cannot ignore the fact that it is possible to manipulate all the data, from the followers to the interactions, on social media like Instagram. This complicates the scenario for marketing professionals, who need to spend a lot of time analyzing profiles and statistics in order to find an influencer profile that will actually support their marketing goals and not become an investment in ghost interactions.
Saving time in these complicated and repetitive tasks is a big part of our purpose with the Analytics LookOut Project. Monitoring influencer profiles is the best way to help making a good decision about whether an influencer is legitimate or not. In other words, keeping track of their interactions per publication and the variation in the number of followers and followed people allows us to identify if they are using fraudulent techniques to increase the number of followers, such as the follow/unfollow method, buying followers, etc.
Now let’s take a look at how we can add an Instagram profile to be monitored by Analytics LookOut.
Instagram profile monitoring on Analytics Lookout is completely free, but registration is required to get access to all its functionalities.
The settings menu is displayed on the left side of the screen, select “monitoring accounts” and then select the “Instagram” option.
Next, you will see the list of all the accounts currently being monitored by the platform, displaying their Instagram user name, country, total publications, total followers, rating (based on their influence level) and number of interactions per publication, including the percentage of followers interacting with the publications.
At the upper right corner, you will find the “Add” button. You can use this option to add new Instagram profiles to be monitored. Please take note that the following information is required to add the profile: the address (URL path) of the Instagram account, the gender and country. You can add as many profiles as you need.
Monitoring, Analyzing and Creating Reports using Instagram Data
Instagram is one of the most popular social networks today. We know, from our own experience, that many marketing managers are working to share good content in collaboration with Instagram influencers, and are spending way too much time making reports for their campaigns (because it actually takes a lot of time!) And we know that they would definitely appreciate more time to create and optimize their marketing strategies.
A platform developed for media monitoring and reports management for digital marketing and public relations.