Estimating the audience overlap, the followers that two or more influencers share, before engaging in an influencer marketing campaign is a must. 👆🗣 To help you achieve this, indaHash has developed a new tool 👩💻👨🔧 that allows you to see how many unique contacts you’re able to achieve with your campaign and how many times your desired audience will see messaging coming from your selected influencers. 🍾🏆
When creating a campaign with social media influencers there are two different strategies to consider. ✌️🧠 The first one is reaching as many unique individuals as possible and therefore avoiding a big audience overlap. The second strategy is making sure that those who see your campaign messaging will be exposed to it several times from multiple sources. Meaning they see content created by several different influencers for your campaign , and to achieve that you need a large audience overlap. 👀🤳
Reaching a large audience when creating a social media campaign is of course important, however the right audience overlap can be an important factor that determines the success of your campaign. 📲🧠 🔥 Have you ever experienced seeing a trend or a product once and not thinking much of it? But then after seeing it for the second, third and fourth time in a row… that is when it hits you “I need this in my life!”. In media this is called frequency. Seeing something once, whether it is a product, service or simply a brand name, is simply not enough.👀🧠👂
We need to be exposed to new messaging or an idea multiple times in order to generate interest! The more we see it the more it sticks in our mind, and the higher the chance that we will act on it 🗣. This is a crucial lesson to keep in mind when creating an influencer marketing campaign. The more your desired audience is exposed to your advertising, the higher the chances are that they will take action and make a purchase. 🔥🔥
Together with Nielsen, a global leader in market research, indaHash investigated the importance of frequent exposure and the effect of audience overlap in influencer marketing based on a campaign promoting a popular drink. We found that those who saw 1-2 pieces of content created by influencers featuring the drink were 40% more likely to make a purchase vs. those who saw the content 7-15 times were 65% more willing to make a purchase 🏦📲. This means that the more times people saw the content, the more they were likely to buy!
So how do you create an influencer marketing campaign and make sure that you reach your target audience multiple times in a way that will generate interest and not bore them to death?? 🧐 The answer is making sure that there is an audience overlap. 🤩🤯
What exactly is an audience overlap? Audience overlap means that two or more influencers share the same followers. So let’s say you’re trying to reach an audience interested in make-up in the UK and you want to create a campaign with five top beauty influencers. 👄👁👩💼 The chances are quite high that those influencers will have followers that follow all the five accounts. The number of followers who share all five accounts is the audience overlap. They are very much interested in make-up and beauty and if they see all of the five influencers advertising the same make-up pallet (but each of them doing it in its own way, creating unique content with the same pallet!) the chances that they will be interested in purchasing that exact pallet increase significantly! 💃💃
When creating an influencer marketing campaign, making sure that there is an audience overlap between the influencers you choose to work with, can optimise the performance of your campaign.👆🗣 This way your desired target audience will be exposed to your message several times, but each time in a slightly different and unique way depending on the creativity of the influencer. However, it is also important to keep in mind that the size of the audience overlap should depend on your strategy and the aim of your campaign. 📲 🧠
Small audience overlap
You should aim for a relatively small audience overlap if the goal of your campaign is to spread the news about your product or service and reach the largest number of unique individuals possible. 🗣👥 Therefore, if the main purpose of your camping is outreach you should focus on working with influencers who have different audiences and a diverse groups of followers. 👨🎤👨🎨👨✈️👩⚕️
Large audience overlap
A relatively large audience overlap is suitable for your brand if you wish to reinforce your message. 📲 💥This will allow your desired target audience to be exposed and be reminded about your product or service multiple times. The chances that your potential customers will be convinced to make a purchase are higher if they hear about it from more than one of the influencers they follow.
How to estimate audience overlap? indaHash thave developed technology as part of the platform to be able to calculate the precise audience overlap of any given group of influencers. Our tool allows us to estimate how many uniques and how many overlapping followers your campaign will reach. 🙌🙌
If you are in doubt which strategy is most suitable for your brand our team of experts will be able to assist you and create a strategy that matches your goals.
Ready to give influencer marketing a go? Feel free to reach out at support@indahash.com
indaHash team
