Measure brand advocacy to assess the authenticity of organic conversations

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 15, 2019, 2:55 AM UTC

It can be measured by evaluating landing page shares, positive brand mentions, campaign hashtag usage and more.

This piece states some Key Performance Indicators (KPIs) that can let a brand measure and understand the efficacy of their influencer marketing programs. Such measurement can ultimately help achieve a brand’s business goals.

Measuring brand awareness helps assess consumers’ engagement levels and helps improve relationships with them. In measuring content engagement, brands gain insights into influencer social post engagements, video views, content clicks and website bounce rate.

This KPI is also indicative of how consumers are engaging with a piece of branded content. Measuring brand advocacy is crucial as organic conversation holds the most authenticity even when contracted influencer content is believed to more authentic than brand-shared content.

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