Chances are, you’ll get better advice from your best friend from childhood than a stranger you just met in line at the grocery store. So it’s not surprising that, when it comes to influencer marketing, brands tend to inspire the most impactful activity from content creators they have longstanding relationships with.
That’s why successful brands prioritise influencer retention: that is, keeping the same influencers engaged month after month, quarter after quarter. By focusing on strengthening your existing connections to fans, you can maximise the lifetime value of each relationship and reliably expand your earned media footprint, instead of constantly trying to win over new ones.
Read on to learn more about how to measure influencer retention, why it’s integral to effective influencer marketing, and how you can monitor and leverage retention data to strengthen your brand’s online fan community and make a lasting impact on consumers.
How do you measure Influencer Retention?
Before you put together a plan for retaining influencers, it’s important to understand how the metric is calculated. We like to approach it in terms of quarters: influencer retention refers to the proportion of content creators that mentioned your brand in a given quarter, who also mentioned you in the quarter before that.
So, if one-hundred influencers posted about my brand in Q4, and 60 of those same influencers had also posted about my brand in Q3, my retention…