A Measure of Success

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See what is happening in our world – who is influencing whom and why.

A Measure of Success

August 19, 2020

Influencer marketing continues to change how brands can have one-on-one conversations with their audience through an authentic influencer that they trust. All too often, however, the question is asked: “How do you measure your work?”.

For most other channels, measurement is simple. You can see how many people visit a website. You can count your CRT. You can see likes and comments. Or, in the most commercial sense, you can tell by an increase in your sales.

Influencer marketing works on an entirely different level. Rather than a Call To Action, influencer marketing gives an audience validation. It is validation in their choices or habits or lifestyle or fashion or financial decisions. The audience chooses to follow an influencer because they see something in that person that they trust. It could be a celebrity. It could be an investment banker. It could be a doctor. For whatever reason, that choice comes with an inherent degree of trust in what the influencer has to say or how that influencer is acting.

So rather than having a measurable metric, influencer marketing offers something far more valuable: brand awareness, brand love and brand loyalty. It’s a lot like a marriage. Most people try to put a metric on marriage. How long have you been married for? Is this your tin wedding anniversary or your diamond wedding anniversary? How many people try to measure how much love is in the marriage rather than how much time?

Influencer marketing brings the love and trust, things that can’t be measured. For now.

While experts in influencer marketing like R-Squared use traditional metrics to monitor and give a sense of measurement during a campaign, we know that these metrics are not the right ones to capture the efficacy of influencer marketing. We know that, while there are a vast number of different ways that digital can be measured, there are also a vast number of different ways that those numbers can be ‘massaged’ or bent to reflect a desired outcome.

And that is NOT what we foresee for an industry that has so much potential to make meaningful change in the world.

As the Chair of Influencer Marketing for the IAB SA, our CEO, Stéphane Rogovsky, is working with experts from around the world to find ways of measuring the true impact of influencer marketing on brands and on consumers. It’s a new discipline and requires a new way of showing the world just how effective it is.

For now, influencer marketing works very much like the old school big brand adverts worked – the ones you used to see at the cinema, or on prime-time TV, or at the Superbowl. It creates brand awareness for a new audience. It provides validation for your active audience. And it builds love for a brand by showing your audience that they matter, that you acknowledge them, that you are as invested in their time and interests as they are in you.

Like the love that powers a marriage through the good times and the bad, in sickness and in health, it’s not something that is easily measured but you can see and feel it across a room.

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One Voice Can Make A Difference

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See what is happening in our world – who is influencing whom and why.

One Voice Can Make A Difference

July 2, 2020

It’s what makes putting paid media behind your influencer marketing such a great idea. You get the power and reach of paid media, the vast audiences with their volume of impressions but with a select voice giving you true authenticity and bringing focus to your campaign.

Think of it as an orchestra. Paid media bring in the violins and flutes, the bassoons and clarinets, woodwind, strings, brass, percussion – all combined to give us a classical feeling of grandeur. Add in a perfect voice, a pure soloist rising from the background to emphasise, to counterpoint, to add goose-bumps that run along your arms, and you have a nuanced and impactful campaign that resonates with its audience.

At R-Squared, we are leading the move to integrate experts from every field into one powerful orchestra that gets brands the maximum reach and the maximum impact. We believe that syndicated partnerships between local and global experts, from big agencies to small boutique shops, is the way forward for the industry.

Paid media and influencer marketing – our particular area of expertise – is a case in point.

Paid media offers us a channel that reaches millions – billions – of people. The potential within that audience is massive, but the dangers of these unsolicited impressions is that once the user scrolls past, the message may be diluted by other unsolicited messages in a feed.

For influencer marketing, the opposite is often true. Here we have a specific audience that are looking to a specific influencer for views and opinions. But it is a much smaller audience.

Syndicating these two channels brings an entirely new dynamic to the partnership. Now we have the huge reach of paid media enhanced with the one-on-one focus of influencer marketing. Which leads to that audience engaging more with the paid media, and the paid media audience being led to an authentic and resonant opinion leader for validation. And this builds and builds and builds to a crescendo for brands.

Add in a maestro conductor, an expert in collaborative thinking and execution, and you are practically guaranteed a virtuoso performance.
This collaborative thinking, not just between paid media and influencer marketing but between any teams working on a brand’s image and message from creative agencies to social media to paid media to production to editing and everything in between, is how we take individual skills and turn them into a symphonic, harmonious whole that raises a brand beyond the ordinary.

While the R-Squared expertise is in the influencer marketing sector, our knowledge, skill and experience, locally and internationally, is helping this change from silo thinking to expert syndication. Our partnerships with other experts in the marketing world – from paid media, to PR firms, to big agencies and boutique specialists – and our on-the-ground teams have the resources and expertise to hand-pick the voices you need to add to your creative campaigns and your paid media and make you stand out.

Stephane Rogovsky

Stephane is a 41-year-old Belgian citizen. He grew up in Brussels, lived in Switzerland, before moving to South Africa. Authentic conversations with real people inspire Stephane, an entrepreneur with more than 15 years’ leadership experience, utilising strategic foresight, analytical abilities, and trend spotting in diverse areas. He founded R-Squared Digital, a leading Influencer Marketing Agency that partners with some of the largest brands, media, and advertising agencies in South Africa and internationally.

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