How are you incorporating data and using tools like Kolsquare?
Posted: Tue Jan 21, 2025 4:32 am
At a corporate level, it's all about choosing which KOLs to work with. When we receive castings from each country, we run the profiles through the tool. The three main KPIs we look at are credibility, engagement rates and the geographic distribution of their audience. We often receive castings with influencers from the UK, for example, who may have 300,000 followers but the UK share will be only 15%. The same goes for Australia and the US, where audiences are international. But an Italian influencer will be followed by 90% Italians.
The monitoring part is managed by each country. We tried to create a global framework by defining the KPIs we wanted , but it is complicated because each country has different KPIs. We tried to use VEM, but the calculation methods are not always the same. We asked influencers for the classic KPIs on impression, reach, etc., but we cannot go beyond that.
What is your opinion on the rising costs of influencer marketing?
I have my doubts about whether it is justified. There are some that are very expensive. In the case of a true influencer, in the true sense of the word – someone who really influences their audience – it is justified. But there are not many who really influence . The ones that do are very expensive, but they have real impact power.
For 90% of them, it's less about influence and more about awareness, image and content creation. We see more and more countries working with influencers to create content that cannot be separated from a media amplification campaign. I'm not against paying an influencer €5,000 to make a reel if we can amplify it because it's quality and original content. We know there are consumers for whom, whether they follow the influencer or not, it will create value and interest when combined with an official promotional asset. But the €5,000 is only justified if we can use it in conjunction with a paid amplification campaign.
Do you think the sector will continue to move in this direction?
It's a complicated issue. There's going to be a real monkey wrench between wha vp engineering email database t influencers want and what brands want. Brands are going more towards this desire to amplify sponsored content to give it real reach. Influencers - at least today - don't want us to amplify content because they argue that it can decrease organic reach. But I think brands are going to be more uncompromising on this. When they invest 100,000 euros in influence, they want it to be seen . We're not going to limit ourselves to a small part of the potential audience.
What is your approach to TikTok?
TikTok may have a slightly younger audience. It's a bit harder to find the lines that match TikTok's DNA. If a product launch includes loud music and gestures in the promotional film, all countries say that TikTok is the most natural destination. But I think you still have to recognize the DNA of each network. Instagram is more focused on pretty photos, pretty videos, it's a bit more generic.
KPIs are not comparable for each platform . TikTok videos are usually shorter, they work in a loop. It is much easier to get view numbers to dream about, but you also have to look at the comments. If the person is on a nice beach or is a bit muscular, they will get a lot of views, but that does not mean that the values of the product, of the brand, have been understood.
It costs a lot of money to do TikTok right. The challenge format works really well, it's ultra-powerful, but the entry price is very expensive. Brands use TikTok a lot to create UGC, which we do less of on Instagram. [Challenges on TikTok] can generate billions of views because people create so many videos. But the cost is very high. You don't do challenges on TikTok the same way you do a sponsored post on Instagram.
The monitoring part is managed by each country. We tried to create a global framework by defining the KPIs we wanted , but it is complicated because each country has different KPIs. We tried to use VEM, but the calculation methods are not always the same. We asked influencers for the classic KPIs on impression, reach, etc., but we cannot go beyond that.
What is your opinion on the rising costs of influencer marketing?
I have my doubts about whether it is justified. There are some that are very expensive. In the case of a true influencer, in the true sense of the word – someone who really influences their audience – it is justified. But there are not many who really influence . The ones that do are very expensive, but they have real impact power.
For 90% of them, it's less about influence and more about awareness, image and content creation. We see more and more countries working with influencers to create content that cannot be separated from a media amplification campaign. I'm not against paying an influencer €5,000 to make a reel if we can amplify it because it's quality and original content. We know there are consumers for whom, whether they follow the influencer or not, it will create value and interest when combined with an official promotional asset. But the €5,000 is only justified if we can use it in conjunction with a paid amplification campaign.
Do you think the sector will continue to move in this direction?
It's a complicated issue. There's going to be a real monkey wrench between wha vp engineering email database t influencers want and what brands want. Brands are going more towards this desire to amplify sponsored content to give it real reach. Influencers - at least today - don't want us to amplify content because they argue that it can decrease organic reach. But I think brands are going to be more uncompromising on this. When they invest 100,000 euros in influence, they want it to be seen . We're not going to limit ourselves to a small part of the potential audience.
What is your approach to TikTok?
TikTok may have a slightly younger audience. It's a bit harder to find the lines that match TikTok's DNA. If a product launch includes loud music and gestures in the promotional film, all countries say that TikTok is the most natural destination. But I think you still have to recognize the DNA of each network. Instagram is more focused on pretty photos, pretty videos, it's a bit more generic.
KPIs are not comparable for each platform . TikTok videos are usually shorter, they work in a loop. It is much easier to get view numbers to dream about, but you also have to look at the comments. If the person is on a nice beach or is a bit muscular, they will get a lot of views, but that does not mean that the values of the product, of the brand, have been understood.
It costs a lot of money to do TikTok right. The challenge format works really well, it's ultra-powerful, but the entry price is very expensive. Brands use TikTok a lot to create UGC, which we do less of on Instagram. [Challenges on TikTok] can generate billions of views because people create so many videos. But the cost is very high. You don't do challenges on TikTok the same way you do a sponsored post on Instagram.