Brand Lift Decoded: Unlocking Success in Influencer Marketing | by Hatice Ugurel | Multytude | Jul, 2023

Digital marketing has witnessed a paradigm shift with the advent of influencer marketing. The power of influencers in driving brand recognition and trust is undeniable. However, measuring the tangible impact of these campaigns has posed a significant challenge for marketers.

Enter ‘Brand Lift’ — the underutilised metric capable of capturing the nuanced shifts in brand perception, awareness, and consideration among consumers.

In the influencer marketing context, Brand Lift becomes a robust metric to evaluate your campaign’s influence. It encapsulates the positive changes in consumers’ awareness, perception, and preference for your brand following a marketing initiative. A well-calculated Brand Lift shows not just numerical changes, but a narrative of the brand’s evolving relationship with its audience.

Boosting Brand Lift necessitates creativity and strategic planning. Here are some effective strategies:

• Narrative marketing: Transform simple endorsements into compelling brand stories. This emotional connection can significantly influence audience perception.
• Micro-influencer collaborations: Despite their smaller following, micro-influencers have a high engagement rate. A well-placed partnership can yield a high impact.
• Format experimentation: The digital space offers a plethora of platforms. Don’t hesitate to test waters and create content specific to each platform for a varied Brand Lift.
• Co-created content: Collaborate with influencers to create exclusive, personalised content. This approach can significantly elevate your brand’s relatability and reputation.

Influencer marketing goes beyond crafting engaging campaigns — measuring their impact is equally critical.

Here’s how you can assess Brand Lift:

• Pre and post-campaign surveys: These give direct insights into shifts in consumer perception and behavior.
• Social listening tools: These technologies monitor online conversations about your brand, offering insights into sentiment and engagement trends.
• Advanced analytics: Platforms like Google, Adobe, Hootsuite, and SocialBakers provide detailed data that help draw actionable conclusions about your campaign.
• Cohort analysis with influencer-led brand lift surveys: This innovative approach allows you to compare the brand lift among those who’ve seen the campaign versus those who haven’t. Companies like Multytude delivers this research in a fun and engaging way with the help of influencers themselves!

It’s essential to understand that the objective is not mere data collection but the extraction of actionable insights to refine strategies. Brand Lift measurement is an opportunity to innovate, think creatively, and decode the evolving dynamics of your brand’s relationship with its audience.

Remember, influencer marketing isn’t just about visibility — it’s about creating meaningful and lasting connections with your audience.