What’s the Biggest Flaw with Influencer Marketing?

What’s the Biggest Flaw with Influencer Marketing and Tools?

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That it’s success can’t be measured scientifically — yet.

If you do a web search for “tools” & “influencers” you’ll find thousands (if not millions) of tools.

Bing: 208m search results for influencer tools....
Bing: 208m search results for influencer tools….

Those tools are built by wonderful, sometimes idealistic people, all over the world. However, most of the tools are too general, somehow immature, and worse – inaccurate because they don’t calculate the real KPIs we need to evaluate SMI*… And the reason for that is that platforms such as Instagram, Twitter, TikTok, etc. cannot share the necessary data about their users without being blamed for violating user privacy.

The solution to assessing influencers is – therefore – a lot of manual investigation work, in addition (or instead of) using the tools.

And while we are there, here are the KPIs I recommend the most:

Suggested Influencer KPIs - DearMishuDad Source (updated often): https://www.dearmishudad.com/kpi
Suggested Influencer KPIs – DearMishuDad Source (updated often): https://www.dearmishudad.com/kpi


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Sincerely yours,

Dear Mishu's Dad

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SMI* = Social Media Influencers


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DearMishuDad

I am the creator of Dear Mishu, a dog character that gives underdog advice to humans on social media. I originally built the account to learn about influencers and how they work. Over time, the account grew and Dear Mishu became a real social media influencer with a community of followers who ask her for advice. I use this experience and my 20 years of marketing experience to help brands understand how to reach their goals through Influencer Marketing and Social media branding.