In recent years, influencer campaigns have gained considerable relevance in digital marketing, boosting brands of all sizes and sectors. With the growth of niche content creators, the success of these collaborations goes far beyond major celebrities.
According to the Annual Influencer Marketing Report by HypeAuditor, micro and nano influencers have highly engaged audiences and are proving to be very effective in achieving significant results for brands. However, to ensure that collaborations make an impact, it’s essential to choose influencers who align with the brand’s values and identity.
In addition to a careful selection of influencers, tracking all metrics and impressions of a campaign is indispensable. Concrete data provides valuable insights for decision-making, and this is where social listening provides a complete and detailed view, helping brands from the initial selection of influencers to the final monitoring of campaigns.
Let’s better understand influencer management:
⭐ Why is Influencer Management Important?
Content creators have great power to shape perceptions and influence decision-making. Tracking their activities in real-time allows brands to respond quickly to emerging trends, adjust campaigns as needed, and seize opportunities at the right moment. Moreover, continuous monitoring helps identify potential crises, protecting the brand’s reputation.
✨ But How Do I Find the Ideal Influencer?
This is where social listening becomes a great ally! With Buzzmonitor, it’s possible to monitor terms, hashtags, popular topics, number of followers, bios, and much more. All of this will help you find the perfect content creator. Let’s see some practical examples:
Term Monitoring to Identify Influencers
Suppose you have a brand in the cosmetics sector and need influencers to talk about the topic and promote your products. The first step is to select niche-specific terms to register in social listening.
Examples of terms: “Makeup,” “Cosmetics,” “Skincare,” “Perfume.” Also, consider variations these terms may have and hashtags within the niche.
After registering these terms, Buzzmonitor will provide more than 23 automatic social listening reports. Some of the essentials for influencer management are: Instagram Influencers, X (Twitter) Influencers, Hashtags Most Used by Consumers, and Most Engaged Users.
Furthermore, you can create endless new reports by filtering the profiles that talk most about the topic. Depending on your strategy and goal for the influencer campaign, you can filter by follower count, number of likes, comments, organic posts, haters, and even by verified accounts only, ensuring the influencer’s account authenticity – but note: not all creators will have the verified badge. This way, your analysis will focus on profiles ideal for your brand’s market.
BIO Term Monitoring (Exclusive to X/Twitter)
If the focus of your campaign is X/Twitter, you can also monitor influencer bios to find relevant information for your brand.
Suppose you want to find a cosmetics influencer who only talks about skincare: just access the monitoring where the term “cosmetics” is registered and, in the “filters” section – “X/Twitter bio” – add the word “skincare.”
This way, Buzzmonitor’s social listening will filter influencers who talk about cosmetics and have the term “skincare” in their bio, the description of their profile.
This functionality helps to refine your searches even more. Imagine, for example, that you want to launch a skincare campaign for women who are mothers and need practical skincare routines. Working with influencers who talk about motherhood in their profiles will help you reach the ideal audience. Thus, you can monitor already defined skincare terms and filter profiles that discuss the topic and also contain in their bio words like “mom” and “motherhood.” In addition, you can define the influencer’s size using all the filters we mentioned.
Amazing, right? The possibilities of combinations and filters you can create with social listening are endless.
⭐ How to Track My Brand’s Influencers?
After finding an influencer that fits your brand, it’s necessary to monitor them to understand the results of this collaboration. With Buzzmonitor, you can track the profile, specific posts, and also specific terms and hashtags from the campaigns. This way, you get a macro view of all the influencer’s insights and the impact your campaign is having on social media.
⭐ How to Prepare an Influencer Management Report?
Now that you understand the importance of influencer management and how to do it, it’s time to create a report with all the insights to get a unified and complete view. This is where real-time updated Dashboards come into play.
✨ Key Social Listening Metrics for Influencer Management
- Volume of Mentions: Total number of times the campaign or influencer has been mentioned. This metric helps understand the level of “buzz” generated.
- Reach and Impressions: Estimates the number of people exposed to the campaign content, providing a clear view of message reach. [In this case, the post must be made in collaboration with the influencer to access metrics].
- Sentiment: Qualitative analysis of mentions, indicating whether the feedback is positive, negative, or neutral. This is essential for evaluating the public’s perception of the campaign.
- Engagement: The rate of interactions (likes, comments, shares) with the content driven by the influencer, showing the level of audience participation.
- Top Topics and Hashtags: Identification of the most discussed topics and hashtags used in relation to the campaign, providing insights into what is being talked about.
✨ Dashboard Structure
An effective dashboard in Buzzmonitor should be structured to provide a clear, real-time view of essential metrics. It can be divided into sections that include:
- Campaign Overview: A summary of key metrics like volume of mentions, overall sentiment, and engagement.
- Influencer Performance: A comparison between influencers, highlighting who is generating the most buzz and interactions.
- Trends and Insights: Analysis of emerging topics and sentiment variations over time.
- Audience Feedback: Relevant comments and opinions extracted from mentions, offering a detailed view of the campaign’s perception.
With these features, Buzzmonitor enables brands to optimize their influencer campaigns, ensuring that every decision is based on accurate and relevant data.
Buzzmonitor’s Social Listening
Buzzmonitor’s social listening allows brands to dive into online conversations to understand what is being said about their products, services, or sector.
With this functionality, you can monitor mentions in real-time, identify emerging trends, and understand public perception on social media. The comprehensive collection of these insights allows brands to make informed decisions and adjust strategies based on data.
Talk to one of our specialists and try Buzzmonitor.
