Brand awareness and sentiment

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Brand sentiment and awareness are key to understanding how your brand is perceived and recognized:

Brand Mentions: Track how many times your brand is mentioned in relation to influencer content. This can give you insight into your brand's visibility,

Sentiment Analysis: Evaluate the sentiment of user comments and mentions to understand the overall perception of your brand. This can help you identify the strengths and weaknesses of your campaign.
Content quality
Content quality is a key factor for the success of your campaign:

Content Relevance: Evaluate the alignment between influencer content and your brand message. Good alignment ensures that influencer content reinforces your brand message,

Content Impressions: Measures how well influencers’ content resonates with your target audience. This can help you understand whether the content is engaging and relevant to your audience.
Cost per engagement (CPE) and return on investment (ROI)
Understanding CPE and ROI can help you evaluate the effectiveness of your investment:

CAPA: Cost per engagement helps you understand how much you are spending on each form of engagement generated by influencer content. A low CPE indicates that you are getting a good return on your investment,

KING: Evaluate your return on investment by comparing campaign profits to overall costs. A high ROI indicates that your campaign is profitable.
Earned Media Value (EMV): The Key KPI for Influential Partnerships
EMV (for earned media value) is a measure of the value your brand receives from organic (unpaid) media mentions. A high EMV indicates that your brand has high visibility and a good reputation in the media. It is a key indicator of the success of your influencer campaign.

Audience demographics
Understanding the demographics and interests of your influencer audience is essential to ensuring alignment with your target market:

Demographic Information: It is important to understand the demographic characteristics of the influencer's audience, such as age, gender, geographic location, etc. This will help you determine if the influencer's audience fits your target market,

Audience Interests: Understanding the interests of your influencer audience can owner/ partner/ shareholder email database help you align your brand message with what best resonates with your audience.
Long-term relationships, the study of influencer marketing
Evaluating whether the content creator and their audience are receptive to multiple collaborations can indicate the possibility of long-term partnerships . This can be beneficial for your brand as it allows you to build a deeper and more meaningful relationship with the KOL audience.

However, it is important to note that higher expectations may cause some KOLs to quit the game. However, the shift in mindset also offers opportunities for those willing to do the right thing. Major brands, in particular, will, in the coming years, offer quality contracts that will offer a greater level of stability to influencers in the long run.

Justine Provent, Head of PR and Social Media at luxury fashion and tech brand Fusalp, further explained to Kolsquare : “We only want to work with people who truly love our products, who love wearing Fusalp and who are committed to the brand. We just want to work with them long-term and have relationships that we build over time, create a story and give meaning to the relationship we have with our influencers.”

This approach highlights the importance of authentic, long-term collaboration with KOLs, which can not only strengthen the relationship between brand and influencer, but also create a deeper, more meaningful connection with the KOL’s audience.