Trying to measure the effectiveness of partnerships on social can often feel like a lost cause. For instance, if you wanted to benchmark the performance of a branded content campaign against competitors, up until recently that would have been nearly impossible, since many of those social media posts weren’t disclosing they were branded.
It wasn’t until 2016, when Facebook started requiring publishers to tag branded content, and until 2017, when the FTC began sending cease and desist letters to Instagram influencers, that the government and social media began really cracking down on the issue.
Now there’s a status quo of transparency which is great for consumers and even more exciting for marketers. Properly tracking performance around content partnerships is now possible and ListenFirst has recently upgraded our branded content related solutions to provide unprecedented branded content insights across every social platform.
Here’s a look at our cross-platform branded post detection and Estimated Media Value calculation, which gives media and consumer brands these advanced insights.
Cross-Platform Branded Post Insights
The Pain Point: Marketers and researchers want a holistic view of branded content performance on social media, both for their own and competitive partnerships. However, there isn’t an obvious or convenient way to get that information, let alone across social platforms, and in one location.
The Solution: ListenFirst’s branded content analysis tracks all owned, competitive, and industry branded posts across Facebook, Twitter, Instagram, YouTube, and Tumblr. It is easy for ListenFirst users to filter and view branded vs unbranded campaigns, report on performance, and optimize their partnership strategies.
The Result: Marketers gain a competitive advantage as they can finally view/filter branded content on Facebook, Twitter, Instagram, Tumblr and YouTube in one place. ListenFirst is the only place that has these cross-platform capabilities around owned and competitor branded content for every post type.
Through this greater understanding, teams get a more granular view of all of the branded content partnerships occurring in their industry and among competitors. For instance, a TV channel can get an industry wide view of which branded content partnerships are generating the most reach and engagement for competitors and prospect those sponsors to drive ad sales.
On the other side of the relationship, advertiser brands now have an understanding of how branded, organic, paid, and earned content is driving their performance and objectives across social media platforms, and focus their resources on the top performing content. ListenFirst also allows advertisers to measure the brand lift that other advertisers saw through their partnerships with specific media brands, to guide them in forming the right partnerships.
Estimated Media Value
The Pain Point: You know how much you’re paying an influencer and you know what your spend is via conventional paid channels, but what’s absent is insights about how those two strategies relate to each other. Is branded content more or less cost efficient than traditional digital advertising? Both the sponsor and partner participants need more insight into how much value is being created.
The Solution: ListenFirst’s Estimated Media Value metric can approximate the amount a sponsor would have paid via conventional paid channels, in order to earn the same level of user engagement achieved through the sponsorship. The metric is supported for branded content on Facebook, Twitter, and Instagram and is derived from public data, so it can be used as a competitive benchmark for media partners and brand sponsors.
The Result: With a comparative framework in place for understanding the value of engagement around branded content, marketers can finally understand how to prioritize partnerships relative to traditional digital advertising in their media mix, and how to optimize branded content strategies.
Properly evaluating branded content partnerships might have once felt like an insurmountable challenge but, with ListenFirst’s cross-platform branded content analysis features, the curtain has been pulled back on the mysteries of partnership-related messaging. Now, finding objective answers around your or competitor’s branded content on social media is as easy as visiting ListenFirst’s dashboard.R