Why the Current State of Influencer Marketing Measurement is Like Grading Your Own Homework

The need for standardized, independent verification and transparency of influencer marketing data couldn’t be more relevant than it is today.

Michael Montero, a Techstars mentor, is a successful tech founder and entrepreneur, who is currently co-founder of Resy (along with Gary Vaynerchuk and Ben Leventhal). Montero was also the former CTO of CrowdTwist and Community Connect Inc. ($38MM exit), and Fotolog ($90MM exit), 

Prior to co-founding Resy, Michael helped build the technology and platform behind SYLO, and currently is a technical advisor to the company.

He says SYLO verifies and validates strategies, partnerships, and campaign performance for brands, influencers, agencies, and platforms and gives CMO’s what they need — access to unbiased, accurate third-party measurement and reporting on influencer marketing campaign and content strategies.

In today’s influencer marketing world, every player is self-reporting the success of their campaigns to their clients. It’s like grading your own homework.

Michael says that the goal of SYLO was to essentially build a content-centric platform that allows us to say this is a piece of content and what is the entire universe of data and data analytics that we can get for that piece of content.

I interviewed Michael from his office to take a deeper dive into how SYLO works, what data it gets, and how it provides the verification and transparency of data that the Influencer Marketing space needs.

It seems like everyday influencer marketing data is being called into question.

From the recent NY Times article about people buying fake followers to another Digiday article that dove into how influencer talent agencies are amplifying their social numbers that they report for campaign and creator success. As stated in the article, “Brands often preach “quality” engagement but seek big numbers, which means influencer networks are often scrambling to make up big goals.”

This is  the biggest threat to the influencer marketing space stalling in 2018. If those who are matching and executing the influencer marketing campaigns are allowed to continue to self-report, success metrics will continue to be inflated and risk brand safety and creator authenticity.

This is why standardized measurement was adopted by every other form of legitimate advertising media, and it needs to be adopted by the influencer marketing space if we are to justify the investments and increase budgets into the space going forward.

At the end of the day, I believe influencer marketing can work — when the strategy is right, the content is authentic, and the data can be verified. Everyone involved in the industry is going to have to come forward and work together to solve it.

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