What to look for when working with influencers


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Interest in influencer marketing continues to increase – and prices are rising in tandem – but measurement capabilities haven’t kept pace.

Measurement starts with evaluating which influencers to work with, according to Debra Aho Williamson, eMarketer principal analyst and author of our new report, “Measuring Influencer Marketing: A Guide for Marketers.” (Subscribers to eMarketer PRO can read the full report here.)

“Best practices include looking beyond the size of an influencer’s audience, matching the influencer’s audience to your target audience and gauging the audience’s receptivity to branded content,” Williamson said.

Once influencer campaigns are underway, basic strategies for measurement include applying techniques learned from social media, looking beyond vanity metrics and measuring influencers like paid media.

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