Increasingly, retailers are relying on influencers and celebrities to give their store brands a marketing boost. Linqia, an influencer marketing platform, and NetBase Quid, a research firm, have partnered to use social listening data to measure the impact of influencers on consumers and the brand’s creative strategy.
“Understanding what’s happening in the social sphere at both the brand and category level unlocks a trove of valuable data,” said Daniel Schotland, COO of Linqia. “Our content and influencer strategy is shaped by that real time data, leading to more successful and measurable influencer programs.”
NetBase Quid’s data will inform Linqia of the topics that are gaining the most steam on social media within a category or key topic of interest, the voices that are best suited to shape that conversation and the impact influencer programs have on brand share of the social conversation. Linqia will integrate NetBase Quid’s data into influencer campaigns with preferred partners, providing the benefits of social listening data to partners at no additional cost. Social listening data enables constant monitoring of how the conversation has changed over the course of the partnership, which could be of benefit to private label brands with influencer partnerships.
“This is very powerful data, and our mission is to make sure it provides a more sophisticated and intentional strategy to each and every influencer program we run,” added Schotland. “The more our decisions are backed by data, the more confident our partners can be in the results.”
“The world has evolved where brands no longer control the social conversation,” said Kimberly Surico, director of marketing at NetBase Quid. “Consumers will give every topic a life of its own, what the brand can do is understand how the conversation is evolving and contribute to deliver real value, possibly even helping steer its direction with the right influencer partners."