With influencer marketing platforms, marketers are able to search for influencers based on their public content paired with additional data such as demographics, fraud, and brand safety. Marketers use this data to identify & evaluate influencers with whom they may want to partner. Searching for influencers based on this type of information has become standard practice but as marketers invest more into scaling their influencer marketing, they now need additional, custom information to advance their ability to screen, segment, and activate influencers.
Using Mavrck, marketers can more easily solicit any additional information from influencers using Mavrck’s application forms or its survey capabilities and all information gathered at any stage of the workflow is subsequently appended to each influencers profile. We call these custom datapoints “Influencer Properties” and our customers are starting to use them in really innovative ways.
Here are eight ways that marketers can use take advantage of Mavrck’s custom influencer properties:
1. Product Preference and Personalization
On the most basic level, brands can use influencer properties to understand influencers’ product preferences for personalization purposes. For instance, apparel brands can use free form text to ask influencers to note their sizes and styles they prefer to receive, beauty brands can use multiple choice or checkbox questions to have influencers suggest the shade of foundation they wear or the products they use most frequently and food & CPG brands can use checkboxes and free form text to have influencers identify any dietary restrictions they may have.
Since all the information gathered through influencer forms are stored as influencer properties and amended to influencers’ Mavrck profiles, marketers can use influencers’ preferences for both current and future personalization needs.
2. Future Data Collection
When there is limited product inventory, brands can use influencer properties for future data collection purposes. For instance, if a brand knows they will only have certain inventory they can gift influencers with, through influencer properties they can have influencers choose their top two items. This also gives marketers the opportunity send along an extra item to surprise influencers or at least know which items they’d like in the near or further future.
3. Content Vetting
If brands are only looking for a specific type of content for a campaign, marketers can use influencer properties to vet content that influencers previously created in that medium. For instance, if a brand was only interested in having influencers create video content, they could use a free form question to ask influencers to link their most recent video they created.
4. Year-End Survey
As more and more brands look to optimize influencers’ experiences, marketers have the opportunity to use influencer properties to conduct year-end surveys with influencers.
As part of any influencer marketing strategy, it’s important for brands to gain feedback on campaign experiences (the good and bad) as well as understand where campaigns could have been clearer, gather feedback on incentives and identify overall brand/product satisfaction.
Gathering this information allows brands to build long-term relationships with influencers by optimizing influencers’ campaign experiences moving forward.
5. Rate Request
Marketers have the opportunity to use influencer properties to gauge and organize influencers’ rates for different pieces of content.
6. Competitors Vetting
For some brands, it’s important that the influencers they’re choosing to work with haven’t worked with a certain subset of competitor brands in the past few months. Marketers can use checkbox questions to ensure applicants have not worked with a specific group of competitors within the past few months.
7. Level of Skill
If a brand is looking for an influencer to perform a task that requires a certain skill set (i.e., cooking), marketers have the opportunity to use influencer properties to gather information on different levels of skill.
For instance, if a cooking brand wanted to make sure they had influencers with beginner, intermediate and advanced cooking abilities to ensure that the dishes created were relatable and not overly intimidating, they would not only be able to gather that data but also filter by select influencer properties in search.
8. Relevancy to Campaign
An influencer may be a great fit for a specific brand, but may not be relevant for a specific campaign. For instance, if a toy brand was only interested in adult influencers with children in a specific age range, they can use influencer properties to pose that question (e.g. “Do you have a child between the ages of 4-7?”) If yes, they can consider them and send them a specific toy for children within that age range.
Ultimately, Mavrck’s influencer properties enables marketers to easily capture the data and insights needed to hyper-personalize influencer networks and experiences, rather than settling for the standard data available.