KUALA LUMPUR: Influencer marketing has become a mainstay in marketing budgets because it can reach target audiences while driving engagements and conversions.
However, some marketers still need clarification about selecting influencers for their brands and campaigns.
In response, digital growth marketing company Nuffnang Sdn Bhd (Nuffnang) recently launched the Nuffnang Influencer Scorecard to refine and define the influencer selection process.
Senior leader (campaign strategy and operations) Isaiah Saw said Nuffnang identified three key components from their campaigns and client conversations – campaign needs, impact and brand alignment.
“Campaign needs involve evaluating influencers based on a range of hard metrics that tell if they are vibing with the intended audience.”
“Impact involves using valuable impact metrics to pick the influencers most likely to hit the bullseye for their brands, while brand alignment evaluates each influencer’s alignment with brand values to maintain integrity and authenticity,” said Isaiah in a statement.