6 ms·

This. Looking at the fees paid by the brands they all looked kinda high. I am wondering how do they actualy quantify the results of those endorsement

wastedhours 10y ago
Unfortunately influencer marketing and ROI are rarely terms used together at present. That being said, it's a format that's a perfect fit for brand awareness as much as it is direct action, so there is value in looking at vanity metrics for reach - shame that path leads to people (potentially) gaming the system.
- EnFinlay 10y ago
  I was at a talk given by the founder of PlentyOfFish and I asked him what sort or return he saw on the PoF appearances in popular music videos (Lady Gaga "Telephone" is the only one I remember right now). He said that it was just for "brand awareness". I got the impression he was keeping the real answer close to his chest though.
  - Fogest 10y ago
    That is because it would be hard to gauge. But think about it, if you are looking to join a dating site then PoF may be a site that comes to mind if you recently saw it in a video.
    - EnFinlay 10y ago
      Oh yeah, absolutely hard to gauge and what you say might be the intended outcome (50% of marketing budget is wasted, but which half yadda yadda...). But the other part of me refuses to believe that such an action was taken with no planned feedback loop. It has to be damn expensive since music videos are one of the few pieces of media that people choose to watch more than twice and are short enough that your paid spot will get way more % screen time than a movie or TV show.
- shostack 10y ago
  Branding plays are notoriously hard to measure the impact of because they simply lack the ability to consistently track the touchpoint on the path to conversion. And even then there is the question of how to weight it along with all the others. View-throughs should never be given 100% credit. If there is anyone who has cracked the nut on how to justify branding efforts to management on an ROI basis I'd love to pick your brain. Arguably one of the hardest problems in marketing today.
  - wastedhours 10y ago
    If you have a suitable targetable niche, then perception studies really do help - especially if your campaign is designed to change an existing preconception in order to appeal to new people (as opposed to being a direct driver - long pipeline for us). That's what we did and got buy-in from management for the ROI on that basis
    - shostack 10y ago
      How did your ROI calculation look then?
nostrebored 10y ago
If it wasn't effective, it wouldn't be a booming, reliable industry for decades. The impact of converting one person to using your brand is huge. For things like clothes or shoes, the person becomes walking advertising. For things like food, the person probably has friends -- friends eat together. It's a short term ad that is in reality a long term investment.
tedmiston 10y ago
Basically it's like count. Maybe they get a little more sophisticated and filter out spammy likes from that number. Without Instagram supporting links on posts, it's about the best you can do. Some accounts also change their bio URL to whatever their sponsor wants for 24 hours etc and say "click my bio link for more". Obviously that's more trackable.

wastedhours 10y ago

Unfortunately influencer marketing and ROI are rarely terms used together at present. That being said, it's a format that's a perfect fit for brand awareness as much as it is direct action, so there is value in looking at vanity metrics for reach - shame that path leads to people (potentially) gaming the system.

EnFinlay 10y ago
I was at a talk given by the founder of PlentyOfFish and I asked him what sort or return he saw on the PoF appearances in popular music videos (Lady Gaga "Telephone" is the only one I remember right now). He said that it was just for "brand awareness". I got the impression he was keeping the real answer close to his chest though.
- Fogest 10y ago
  That is because it would be hard to gauge. But think about it, if you are looking to join a dating site then PoF may be a site that comes to mind if you recently saw it in a video.
  - EnFinlay 10y ago
    Oh yeah, absolutely hard to gauge and what you say might be the intended outcome (50% of marketing budget is wasted, but which half yadda yadda...). But the other part of me refuses to believe that such an action was taken with no planned feedback loop. It has to be damn expensive since music videos are one of the few pieces of media that people choose to watch more than twice and are short enough that your paid spot will get way more % screen time than a movie or TV show.
shostack 10y ago
Branding plays are notoriously hard to measure the impact of because they simply lack the ability to consistently track the touchpoint on the path to conversion. And even then there is the question of how to weight it along with all the others. View-throughs should never be given 100% credit. If there is anyone who has cracked the nut on how to justify branding efforts to management on an ROI basis I'd love to pick your brain. Arguably one of the hardest problems in marketing today.
- wastedhours 10y ago
  If you have a suitable targetable niche, then perception studies really do help - especially if your campaign is designed to change an existing preconception in order to appeal to new people (as opposed to being a direct driver - long pipeline for us). That's what we did and got buy-in from management for the ROI on that basis
  - shostack 10y ago
    How did your ROI calculation look then?

nostrebored 10y ago

If it wasn't effective, it wouldn't be a booming, reliable industry for decades. The impact of converting one person to using your brand is huge. For things like clothes or shoes, the person becomes walking advertising. For things like food, the person probably has friends -- friends eat together. It's a short term ad that is in reality a long term investment.

tedmiston 10y ago

Basically it's like count. Maybe they get a little more sophisticated and filter out spammy likes from that number. Without Instagram supporting links on posts, it's about the best you can do. Some accounts also change their bio URL to whatever their sponsor wants for 24 hours etc and say "click my bio link for more". Obviously that's more trackable.