🔋Josh Durham’s Post

Wow, hot take! What metrics do you use for pushing UGC to paid channels? I find engagement rate to be the most consistent, though obviously not always perfectly reliable. Affiliate links... I typically agree, but I've recently worked with some larger clients that are doing $1M+/mo in affiliate sales from influencer partnerships and my mind is starting to change a bit... I think there IS a way to do it right. Just... most people aren't. Tell me about posting frequency as a metric for success? I'm not tracking that one very closely.

Looking forward to hearing the thoughts behind it, since EMV is notoriously slippery (and useless most of the time) and volume of posts sounds the same as posting frequency (or at least directly related)?

🤔 would love to know your thoughts on engagement rates!

Is this satire?

this is very interesting! what would you say it’s the ideal posting frequency? 🤔

The statement of things that don't matter and do matter in influencer marketing is pretty broad. Is it, don't/do matter for when you're choosing your partner, how you're shaping your partnerships or how your partnerships perform? There aren't one size fits all metrics across all stages of influencer marketing. There are a lot of "do matter" metrics missing but again it all depends on what stage you're looking at and what we're measuring or evaluating. I'd argue the least important metric in influencer marketing is EMV similar it's calculating a potential value not taking into consideration much of anything that matters from the posts performance. Many marketers have been pushing EMV out of the influencer marketing mix for a decade+, it's really interesting to see a recent resurgence from people. In an industry where many are working hard to tie real numbers and value to company outcomes, EMV feels like settling for fluffy numbers that create an appearance of success. I do agree on engagement rate though, it's value is low. Engagements should be weighted differently because behaviorally they aren't all equal and don't ladder into the same story.

Wait... how does affiliate links not matter in influencer marketing. Do you mean because that's technically performance marketing through influencers?

I'm not sure if this post is for engagement farming or not but you definitely got me to engage. I couldn't disagree with you more. 1. Engagement rate - Shows how involved the audience is in creators content. Channels that post tutorials, walkthroughs, content for kids, etc. have low engagement rates because people are not invested in the channel. They come and leave aka creator has no power over their audience. 2. Affiliate links - If you refer to links in the description box for tracking purposes, then this is absolutely needed. Everyone understands that most people will not go through the links but it still gives you a good understanding on how good the performance of the creator was. Especially if this is combined with organic estimates. If you meant something else, then ignore this part. 3. Scripts - Semi-agree/disagree here. Good brief & guidelines are always good. Must follow script is bad and unnecessary. 4. Posting frequency - Doesn't matter unless frequency is way too low aka once very 2-4 months. This makes predictions difficult. Otherwise frequency doesn't matter. If creator gets steady 200k views per video and posts 10 videos a day or 1 video a month, then frequency is irrelevant.

Ahhh. EMV has got to be one of the worst metrics ever concocted in social media marketing. It has no bearing on reality what-so-ever and will in time lead to the death of influencer marketing.

Agreed but also for high-reach, or high-intent niche influencers, affiliate links are definitely worthwhile — most importantly for ensuring they are compensated appropriately, which in turn leads to higher post frequency 😉 We still find hybrid (flat-fee + commission) to provide the highest return over time but the commission aspect does allow the influencer to have more skin in the game