How Influencer Marketing Is Becoming Scientific

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The idea of ‘following the science’ is something we have all got used to over the last couple of years in the pandemic, with this shaping government policy on Covid lockdowns, mask-wearing and vaccinations. But while most went along with this and some resisted, it might be asked whether a ‘scientific’ approach applies as well to everything else.

Such a question is a very broad one and may generate a multitude of answers on various topics, but it seems science and data analysis is definitely finding its way into the world of micro influencer marketing.

Tech magazine Drum has said this year will be the one when this form of marketing joins forces with ‘big data’ to take a truly granulated, scientific approach.

It explained that the advantages of micro-influencers – the focus on niche audiences, specific kinds of products and services and the establishment of greater loyalty – can be enhanced further with more data showing details like consumption patterns, media usage, response to messages and patterns of content interaction.

All this can help show marketers exactly where they should be aiming, what platforms they should use and how they should craft their messages, the principle being that this focus will reach more people and bring a greater return on investment.

It is not just Drum that sees this trend emerging. Writing on LinkedIn, Drilers India states that Mico-influencers are ideal for collaborations.  “These influencers know to prioritise relationships with their audience over monetary rewards and will only collaborate with firms they would suggest to their friends in real life,” it states.

The point is clear: If you want to reach a very specific target audience with a very high proportion of those seeing your marketing message being people with whom it will resonate, a scientific, data-driven approach to understanding your market and what makes it tick will enable you to aim your messages in just the right place.

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