We track over 20,000 brands, and study what makes for successful influencer marketing.
Our research has shown that brands which perform well are not those with the most money – it’s those with “Grip.” This means finding messages that are good fit with partners and audiences.
Here’s an example from the world of Fashion.
This chart shows the top brands mentioned by fashion influencers over the last month. As well as fashion brands, we see brands from outside the category – Magnum, L’Oreal Paris and Pampers.
For example Magnum was mentioned by 16 different influencers for a total of 3.8M Engagement over the last month:
The column to watch is the one on the right – Grip.
Grip is defined as the performance of the posts in this campaign vs. the average for that influencer, indexed to 100. So if posts in a campaign perform 50% better than average, we give this a grip index of 150.
Pampers had the strongest grip. They sponsored two posts by model Chrissy Teigen. For example the post below got 1.15M likes, twice as many as Chrissy’s normal posts.
The simple idea of linking the product to her daughter’s birthday worked well. The product was clearly featured in a way which did not affect the appeal of the content:
We don’t know how much Pampers spent on this post, so we can’t comment on the ROI, but we can commend the choice of influencer and content. It’s safe to say that this post achieved the objective of building awareness of the brand, and fostering a connection between Pampers and the audience.
By contrast Magnum achieved a grip of just 75.
Magnum worked with 16 different influencers, led by Bella Hadid:
This content did not fit the audience of these influencers, possibly because it looked staged, or didn’t fulfil the expectation of the audience.
For example this post by Bella Hadid achieved a Grip of 50, i.e. it was only half as engaging as her normal posts:
With the audience indifferent, it’s unlikely that the Magnum campaign achieved its objectives, and it certainly did not fulfil its potential.
To craft successful campaigns, featuring appropriate partners and strong content, we recommend that brands review the top-performing content of both themselves and prospective influencers, and pursue partnerships where the fit is strong.