YOUR ESSENTIAL GUIDE TO THE BUSINESS OF INFLUENCER MARKETING

News

TapInfluence launches benchmarking tool for influencer marketing campaigns

TapInfluence launches benchmarking tool for influencer marketing campaigns

Startup TapInfluencewants to bring a bit more historical perspective to the influencer marketing industry, with the launch of its new Benchmarks tool.

The company says it has built a database of more than eight years' worth of data for campaigns run by more than 2,000 brands. The pitch is that marketers will be able to compare their current campaigns to older ones, to understand their success.

TapInfluence also claims that the database will enable marketers to take a longer view of those historic campaigns, rather than just taking data from a few weeks while they were running.

"Influencers create content that can be re-purposed and metrics that accumulate over longer periods of time. This evergreen effect of social content makes it difficult to compare to digital campaigns that have distinct start and end dates," said Francesca Cruz, VP of customer success and partnerships at TapInfluence.

"Marketers may undervalue an influencer marketing campaign that continues to perform over many months because it was measured based on its performance after an 8-week time-frame instead of over a longer period."

The database will be searchable by social channel, category and influencer, and is available as part of TapInfluencer's wider service, which more than 50,000 influencers have so far opted in to.


Contributing Editor

Stuart is a freelance journalist and blogger who's been getting paid to write stuff since 1998. In that time, he's focused on topics ranging from Sega's Dreamcast console to robots. That's what you call versatility. (Or a short attention span.)