[ By New Straits Times ]
KUALA LUMPUR: Influencer marketing has become a mainstay in marketing budgets because it can reach target audiences while driving engagements and conversions.
However, some marketers still need clarification about selecting influencers for their brands and campaigns.
In response, digital growth marketing company Nuffnang Sdn Bhd (Nuffnang) recently launched the Nuffnang Influencer Scorecard to refine and define the influencer selection process.
Senior leader (campaign strategy and operations) Isaiah Saw said Nuffnang identified three key components from their campaigns and client conversations – campaign needs, impact and brand alignment.
“Campaign needs involve evaluating influencers based on a range of hard metrics that tell if they are vibing with the intended audience.”
“Impact involves using valuable impact metrics to pick the influencers most likely to hit the bullseye for their brands, while brand alignment evaluates each influencer’s alignment with brand values to maintain integrity and authenticity,” said Isaiah in a statement.
With the Nuffnang Influencer Selection Scorecard, the company has provided a solid foundation for all influencer campaigns.
The scorecard includes an advanced scoring and ranking system that accounts for both ‘hard’ and ‘soft’ metrics, enabling clients to gain more meaningful learnings from each campaign.
It also offers a data-based and insights-driven approach that enables mid- to long-term foresight for influencer engagement that assists businesses in discovering influencers that best fit their brands as a whole.
“Brands can expect to be on the same page with Nuffnang and all teams, ensuring better alignment pre-campaign. In addition, the scorecard provides an objective, data-based approach, going away from picking based on feel/bias,” he said.
“These businesses can also justify the selection of influencers more refinedly, which leads to better brand trust.
“Additionally, the scorecard enables potential longer-term engagements with creators and influencers (ambassadorships) and offers attributable selection, putting some form of measurement or attributes to the selection process so that Nuffnang can identify what works and what doesn’t work.”
Isaiah also said the Covid-19 pandemic had accelerated the growth of influencer marketing by creating new opportunities for brands to connect with their audiences through social media and other digital channels.
“As people spend more time online than ever before, brands must adapt their marketing strategies to meet consumers where they are, which often means partnering with influencers to promote their products and services.
“With the rise of home office influencers and the increasing importance of online shopping and social media, influencer marketing is set to continue growing and become an even more important part of brands’ marketing strategies in the future.
“Ultimately, the scorecard allows businesses to justify the selection of influencers in a more refined manner and creates opportunities for longer-term engagements, which leads to better brand trust,” said Isaiah.
Nuffnang today has access to over 20,000 influencers that reach over 20 million consumers in Malaysia, Singapore and Taiwan.