It’s not new news: bloggers are most likely to post about the brands that, well, they like. But impactful influencer relationships don’t hinge on preference alone. Brands will get the most value from partnering with bloggers whose content is aligned with their brand’s values and messaging—influencers who fit the brand’s story. Traditionally, brands have tried to gauge fit based solely on aesthetic, but the data shows that it’s more helpful to look at whether or not an influencer’s brand-focused content resonates with their following.
In Part One and Part Two of our three-part series on Community Management, inspired by Tribe Dynamics’ new Community Management: How to Build Your 2020 Influencer Strategy report, we detail how to group content creators by brand affinity, and how to use community retention to understand the impact and sustainability of your influencer network. Here in Part Three, we’ll unpack another key metric for community health: fit. Let’s take a look at how you can calculate fit, why it matters, and how, along with retention, you can use fit to measure and improve your influencer marketing performance.
Fit essentially measures how “on-brand” an influencer is based on how well content mentioning that brand resonates with their following. An individual blogger’s fit score is calculated by comparing the engagement of posts that mention a specific brand relative to that blogger’s other posts, with a score of 100 indicating equal engagement on branded and non-branded content. A brand’s overall fit score is determined by averaging the fit scores of each influencer in that brand’s community.
Strong fit indicates that an influencer is a good match for a brand. Not only is a blogger with a high fit score likely to be aligned with the brand’s image and messaging, but also that brand resonates particularly well with the blogger’s following. Additionally, because bloggers with strong fit are more likely to have a genuine brand affinity, they’re also more likely to post consistently over time. This means that strong fit ultimately leads to significantly more impactful brand-influencer partnerships.
Throughout 2019, we observed a direct correlation between brands’ fit score, and the proportion of their community on a posting “streak”: that is, the percentage of influencers, each month, who had also posted the previous month. Because streaks directly contribute to retention, brands with high fit generally have higher retention scores.
You can use a combination of fit and retention to assess the behavior and sustainability of your influencer community based on a four-quadrant model.
Wherever your brand falls, there are steps you can take to foster a loyal, invested influencer community. For a more in-depth look at fit, retention, and community groups—and how to leverage them to drive growth for your brand—download our Community Management: How to Build Your 2020 Influencer Strategy report!
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