Influencer Marketing: Guiding Principles

Influence is Specific

There is no such thing as a universal influencer – and influence cannot be evaluated in a vacuum. Someone is influential to a specific audience, on a specific topic, in a specific moment in time.

Influence is Dynamic

Influence is always in motion, evolving over time based on a combination of internal and external forces. Influencers move to new channels, become interested in new topics, react (or fail to react) to cultural shifts – and their level of influence moves accordingly.

Influence is Multidimensional

Influence is not one-size-fits-all. There are many ways to be influential. Some people are reputable sources, while others have a large microphone. With this in mind, the approach uses a set of influence indicators that aims to account for the various mechanisms used by an influencer to encourage action or outcomes – namely, reach, relevance, credibility and interaction.

The sphere of influence is made up of four inputs that surround audiences, topics and moments.

Measuring influence sounds simple, and is! Weight each of the inputs to a scale that matches your needs and you have your score