Bad segmentation can waste up to 70% of your investment

What is missing is creators with the same technical rigor with which you plan TV, digital or ooh

In flu marketing, the silent waste of money has become a chronic problem – and often invisible in the eyes of the brands. A recent BrandLovers study has revealed that up to 70% of the budget for creators’ campaigns can be used by segmentation errors.

ATTENTION: bankruptcy is not on the channel itself. On the contrary! The influence is today one of the most powerful means to build awareness, involvement and cultural relevance. What is missing, however, is the treatment of creators with the same technical rigor with which TV, digital or ooh are expected: there are no data, the intelligence of the public and the control of the frequency, just to mention some problems.

It is still common to see brands make decisions based on a gross range, profile aesthetics or apparent popularity – without a real analysis between the creator, public and objective of the campaign.

An example that illustrates this dynamic failure is that of influencers on lifestyle. With a premium appearance, young women seem to be ideal for a campaign for skin care. However, a data -based analysis shows another reality: in many cases 70% of the audience involved is male, interested in the personal aspects of the content – not on the product. The selection of this creator based exclusively on its image and surface data could lead to the millionaire budget waste. And unfortunately, this is what happens many times.

In addition to this problem, when analyzing operational advertising brands, the results show that the low -adaptation campaigns between Creators and Brands have a CPview up to three times higher. This means that with the same budget, the brands could reach three times more people, if they chose breeders with the right audience.

This type of error is no exception: it is a symptom of a logic that still treats creators as bets, not as professional media.

Another critical point in the segmentation of the creators is to consider not only those who follow the influencer, but how this audience interacts with the content. This is the logic of behavioral adaptation: to understand if the public actively follows the content relating to the brand’s segment, it undertakes significantly and if there is a real affinity with the context of the message. It is not enough that the Creator has the “right demographic profile”: the auditory mode must be aligned with the purpose of the campaign.

The robust influence campaigns should start adopting a logic based on indicators, as well as traditional media, such as well -known gross evaluation points (GRP) and target evaluation points (TRP). This is what will allow advertisers to monitor the effective interval and average frequency within specific segments.

By applying this logic, it is possible to plan campaigns with creators who deliver messages to the right audience, in the right dose, without funds dispersion or context noise. In a market and an increasingly data -oriented efficiency, it is not enough to invest in influence: it is necessary to build structured media strategies, with a profound analysis of the public and planning behavior.

The influence does not concern bets on those who seem to be popular: it is a matter of using intelligence to connect brands to the communities of authenticity, strategic frequency and perfect times.

Those who master this new planning model transform the influence of marketing into the most powerful and more efficient channel of their media plan.

Rapha Avellar is CEO and founder of Brandlovers.

Source: Terra

Rose

Rose James is a Gossipify movie and series reviewer known for her in-depth analysis and unique perspective on the latest releases. With a background in film studies, she provides engaging and informative reviews, and keeps readers up to date with industry trends and emerging talents.