Successfully recognise new growth opportunities with influencer analysis
More and more companies are discovering that a professional influencer analysis provides crucial information on hidden potential in the digital market. Those who understand the target group more precisely can utilise marketing budgets in a more targeted manner and achieve sustainable growth. Influencer analysis helps to select the really relevant partners from the mass of players and to manage collaborations based on data. In this way, marketing decisions are not left to chance, but are made on the basis of concrete key figures. iROI-Coaching supports you in all challenges relating to influencer analysis - from the initial idea to sustainable implementation.
Clients often report that they generate few specific enquiries or conversions despite their high reach. This is often due to the fact that the respective influencers do not optimally match the target group. Such bad investments can be avoided with a systematic influencer analysis. At the same time, it opens up new ways to make your own company more visible and attractive to the desired target group.
Why influencer analysis is relevant for companies
Analysing influencers goes far beyond simple follower numbers. The focus is on questions such as: Who actually follows an influencer? What interests and needs do these people have? And how authentic is the engagement? Companies benefit from this because it allows them to specifically identify those players whose community is a perfect fit for their own target group[1][3]. At the same time, they can also tap into new, previously untapped target groups that could be interesting for their own business model.
A real-life example: a small, but excellent cosmetics brand wanted to target sustainable customers. Instead of relying on mega-influencers, the company used an influencer analysis to identify smaller players with a particularly engaged and environmentally conscious audience. The result: significantly higher conversions and lower marketing costs.
Another example: a sports fashion start-up recognised that micro-influencers with a very active, sports-loving community generate particularly high levels of interaction and sales. Here too, influencer analysis was the key to success[2].
How an influencer analysis works - step by step
The process of an influencer analysis begins with a clear objective. What does the company want to achieve? Is it more visibility, conversions or targeted brand building? The next step is to define the appropriate data sources, such as public social media data, external analysis tools or individual surveys[1].
All relevant key figures can be specifically analysed:
- Reach: How many people does the influencer actually reach?
- Engagement: How active and authentic is the interaction with the content?
- Demographics: Which age groups, genders and interests dominate the audience?
- Content analysis: What type of content is particularly well received?
- Comparison with your own goals: Are the values in line with the company's goals?
An example from the retail sector: an online shop for fashion accessories wanted to target younger female buyers. By analysing the audience of various influencers, the company discovered that certain micro-influencers are particularly well represented among 18 to 25-year-olds. The marketing budget was reallocated in a targeted manner, which led to a measurable increase in orders.
Tools and methods for influencer analysis at a glance
In practice, various tools and methods have proven to be efficient for carrying out influencer analyses. Some platforms offer detailed insights into the demographics, engagement and even the authenticity of followers[7]. Other tools make it possible to search specifically for past collaborations and compare the performance of different content formats. This allows you to quickly find out how successful an influencer is with videos, stories or classic posts.
Training and coaching programmes such as iROI coaching help companies to select the right tools and interpret the results in a targeted manner. Clients often report that the targeted selection and monitoring of influencers enables them to notice a significant improvement in the performance of their campaigns after just a few months.
BEST PRACTICE with one customer (name hidden due to NDA contract)
An established company from the outdoor sector wanted to specifically tap into new target groups in Scandinavia. A comprehensive influencer analysis showed that despite the high international reach of individual players, interaction in Scandinavia was low. Through targeted research and analysis, a small group of local micro-influencers was identified who had a smaller overall reach but an extremely active and relevant community in the target region. The campaigns initiated as a result led to a noticeable increase in regional visibility, more website visits from Scandinavia and specific requests for cooperation from local retailers. The results were further improved through regular monitoring and minor adjustments to the influencer selection.
Exemplary use cases from practice
Another example shows how influencer analysis can open up new business areas: A company from the digital health sector wanted to specifically address older target groups that had previously hardly been reached via traditional online channels. The analysis showed that certain bloggers with an active 50+ generation community achieved significantly better results than traditional influencers. The campaign was adapted accordingly and led to a doubling of leads in the segment.
The importance of a precise influencer analysis can also be seen in the food & beverage sector: an organic coffee brand wanted to specifically target young city dwellers. The analysis revealed that podcasts and YouTube channels with sustainability topics work best - not traditional Instagram posts. This enabled the brand to tap into new, previously untapped channels.
Influencer analysis as a continuous process
Analysing influencers is not a one-off process, but a continuous one. Target groups, trends and platforms are constantly changing. Companies that regularly update their influencer analyses and react to new developments can sustainably increase their reach. This is particularly important because the usage behaviour and interests of target groups can change quickly.
An example from the beauty market: a cosmetics company realised that certain influencers initially achieved very good results, but after a few months, interaction dropped significantly. A new analysis showed that the composition of the community had changed and new, more relevant players had to be found. Targeted adjustments were made, which boosted performance again.
Clients often report that the continuous support and impetus provided by iROI coaching enables them to keep their finger on the pulse of development and thus ensure their long-term growth.
My analysis
Influencer analysis offers companies a valuable opportunity to discover and utilise hidden growth opportunities. If you understand who your target group really is and which players reach them best, you can target marketing measures and significantly increase efficiency. The right selection, ongoing adaptation and an open eye for new developments are the keys to sustainable success.
iROI coaching supports companies in recognising this potential, introducing processes and consistently measuring the results. This not only keeps you at the cutting edge, but also gives you a sustainable competitive edge.
Further links from the text above:
Influencer Audience Analysis - Phyllo
How Influencers Are Transforming Search & SEO - Neil Patel
Social Media Influencer Analytics: The Ultimate Guide
For more information and if you have any questions, please contact Contact us or read more blog posts on the topic internet Return on Investment - Marketing here.
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