What’s the Biggest Flaw with Influencer Marketing?

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

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.

*SMI = Social Media influencers. Source: Who is an influencer?

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



Sincerely yours,

#DearMishuDad

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DearMishuDad

N.G. Gordon is an acclaimed author, speaker, educator, and business consultant on social media and influencer marketing. His expertise in the field draws on his experience as a former tennis player, Silicon Valley entrepreneur and brand owner, and on his work as the creator of a popular influencer character DearMishu, Advice Column (based on his dog, Mishu). Contact N.G. to have him advise your company on your social media brand or speak at your conference soon, or to sign up for his Branded Social Media Profile program, a targeted, one-on-one advising program that helps brands improve their social media profiles.