Social Bluebook helps brands budget for influencer campaigns

Dive Brief:

  • Social Bluebook, an influencer platform founded by content creators, announced it has added a search function to the platform.
  • The search function lets marketers research and evaluate creators and social influencers with data about audience demographics, engagement levels, average views and audience comments, which helps marketers determine how much influencers should be paid to be part of a campaign.
  • "Brands are looking for ways to apply real-world dollar values to everything from a product or service mention to a multi-channel marketing campaign with a social media star," Chad Sahley, founder and CEO of Social Bluebook, said in a statement. "Until now, influencers and brands relied on limited data, or a gut feeling in a rapidly-changing media landscape, and companies had no real starting point for negotiations with social media talent."

Dive Insight:

Influencer marketing, helped by its ability to reach target audiences, is clearly becoming more popular among brands.

According to eMarketer research, 67% of marketing and communications professionals worldwide reported using influencers for content promotion and 59% reported using influencer marketing tactics for product launches and content creation. And platforms like Social Bluebook help marketers by providing a roster of established influencers as well as data on their past performance. This information helps marketers find an influencer who best fits a particular campaign and arms marketers with the necessary data to properly budget for the effort.

Steven Callahan, vp of experience strategy and design at nFusion, has explained to Marketing Dive that, "Influencer marketing has reached a level of maturity that allows marketers to orchestrate influencers at the right time for the greatest impact and less as a marketing layer or social media tactic."

Filed Under: Social Media Trends
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