Industry Study: Social Media Analytics For The Healthcare Industry
How can Healthcare marketers see the most success on social media?
A recent study conducted by the independent research firm of Hobson & Company identified what aspects of social media research and analytics are most valuable to the healthcare industry, and why.
This case study highlights the findings of the study with ListenFirst customers, providing ways in which healthcare marketers can quantify the business value of social media, including:
Improved access to social data and insights
Smarter spending across media and creative
Informed strategic decision-making
Proactive brand protection
Industry and data expertise thought leadership
The ListenFirst Explainer For Finding The Right Influencer
Even knowing it’s the right time for your brand to partner with social media influencers, that doesn’t mean that you know how to identify which influencer is the best fit for your audience. In order to help brands better understand the influencer ecosystem, ListenFirst is sharing some key insights from our The Economics of Influencers: A Guide To Measuring Partnerships report about the different types of social media influencers.
Category #1: Celebrities
Celebrities in this context are defined as people who had built their massive social media following based on their offline fame. That means models like Emily Ratajkowski, athletes like Lionel Messi, and actors like Priyanka Chopra. Sponsored posts shared on the social media accounts of these celebrities can offer incredible reach but often have the trade off of reaching a less targeted audience.
For instance, a recent Kylie Jenner Instagram post where she showed off her Givenchy outfit generated 14,199,861 responses and 168,794 responses when Givenchy posted the outfit on their own Instagram account. As impressive as those numbers are, it’s unlikely that many of the 13-year-old girls following Jenner can afford the often thousands of dollars it would cost to buy a Givenchy outfit, meaning a very low percentage of the people responding to her post are potential Givenchy customers.
Moving on to celebrity influencers, these are people who are often just as famous as traditional celebrities, but build their audience directly through digital content creation on social media. Some examples of this class of influencers are David Dobrik, who after emerging as an early Vine star now creates content on channels like YouTube, where he has 18.5 million subscribers; Addison Rae a 20-year-old dancer with 67.8 million followers on TikTok; and James Charles, a 21-year-old makeup guru with 23.5 million subscribers on YouTube.
These influencers can command partnership deals that cost as much of those of traditional celebrities and as connecting with the social media audience is literally their full time job, campaigns deliver impressive results. For instance, All 10 of the best performing Hollister Co. social media posts between September – October 2020 were Instagram posts that featured TikTok influencers Charli and/or Dixie D’Amelio: with those posts cumulatively generating 1,736,953 responses.
Category #3: Macro Influencers
These are influencers that have at least 100,000 followers across multiple social media networks. Some examples include Lifestyle blogger Tara Whiteman who is better known as Tara Milk Tea; style and cosplay influencer Courtney Quinn, and chef Matty Matheson. By working with a few influencers in this tier, brands can extend their reach at a lower cost; and because these influencers have a more intimate relationship with their audience; that leads to higher engagement rates than with celebrity influencers. For instance, while celebrity influencers are at a scale that they can’t answer fan questions in their comments, macro influencers still do.
Category #4: Micro Influencers
With this group of influencers having less that 100,000 followers on social media; the idea for brands in leverating micro influencers is to use multiple influencers at once to target an audience around a very specific niche. Micro influencers are often in the process of turning their passion projects into full time careers and can offer brands a highly relevant and targeted audience for up to $500 per post. Examples of influencers at the micro stage include celebrity makeup artist Mila Thomas who has 85.9K followers on Instagram; plus sized model Sabina Karlsson who has 43.5K followers on Instagram, and Moises Ramirez, a visual artist with 38.1K followers on Instagram.
Category #5: Nano Influencers
Even people with between 1,000-10,000 followers on social media can be valuable brand ambassadors, provided they’re posting about a single industry that aligns with your brand. Examples of nano influencers include men’s style personality Nigel Seeb who has 7,322 followers on Instagram; stylist Danielle Alexandra who has 9,284 Instagram followers; and LGBT Lifestyle Magazine marketing director Bradley Blaylock, who has 8,944 followers on Instagram. Influencers with this sized audience receive up to $100 per brand post.
The Economics of Influencers: A Guide To Measuring Partnerships
How can you measure influencer success?
Studies have repeatedly shown that advertisers can expect a much higher return on investment from their influencer marketing efforts than from any other form of advertising. However, measuring success is a problem.
This guide will help you understand the economics behind influencer partnerships.
