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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

How to value influencers?

Value is the combination of technological and intangible factors, which we usually call a brand. Influencers are a good example of that

15/08/2018
in Opinion
3 min read
How to value influencers?

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Simon Šketa

Source: IAB Slovenia

The dilemma over how to assign proper value to Instagram posts is not something new. I support models that are not just based on the number of followers, because they can be bought and unengaged. In the long run, I think the price should be based on CPM and creative value for the client because they may have the right to reuse content in other channels along with the name of the influencer. Now we are dealing with questions of what is the value of an endorsement from a more or less famous person.

The other day I noticed another article about how the agencies decided to pay for clicks because of the bought reach of some influencers. The debate that stirred up in the comment section brought a range of technical approaches to the price list. And at least from my viewing angle, there is very little talk about value.

Value is, in fact, a combination of a number of factors and, ultimately, the only thing that determines the price. Ask people who are cuing to buy a LV purse or a new iPhone, do they think about whether it will bring them a satisfying number of clicks, or wallet protection? Value is a combination of technological and intangible factors, commonly referred to as a brand. And influencers are a good example of this.

When evaluating the value of influencers, I would consider the following parameters:

Reach (The real reach, of course, or, even more important, reach in a certain target group).
Reach of an individual post (How well does the content match my goals, and what was the response like)
Response to the content (Average and concrete response to the post)
Values and quality of content (Does the influencer reflect my goals and to which extent? Does the content match my expectations in terms of style and quality?)
Je ne sais quoi (What are the general emotions/responses to the creator and their content? Is the creator on the rise or the downhill part of their career <follower growth rate>? Is their communication consistent over time? Will our collaboration ruin it?)
Possible additional promotion (Can we create a story together with the creator that would double the effects of our collaboration?)

In short, emotions are what counts. My emotions, creator’s emotions, user’s emotions, emotions of the general public… As an example, I would highlight the following train of thought. Had, one of the more important creators in space in time, recently published a text in which he says he ISN’T an influencer, and that he has NO paid posts. Would this attract me to publish content with him?How to value influencers? 1

To conclude. The value of the product is composed of quantitative and qualitative parameters. And they form the price. It can be significantly different from case to case. First, it is necessary to determine the true value and how much certain parameters affect it. If we buy oil on the stock market, I will only be interested in the price. If I buy “softer” services, much of my value will be hidden in the previously mentioned “Je ne sais quoi”. I think the influencers are on the scales now, and when assessing their value, one should take into account many parameters before we start to negotiate the price of a post.

Tags: IAB SloveniaInfluencersSimon Šketa
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