Almost Timely News, 13 March 2022: TikTok Influencers Paper, Influencer Relevance, Sentiment Analysis (3/13) :: View in Browser
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What’s On My Mind: Influencer Relevance
As I was putting together my newest paper, How to Identify TikTok Influencers, something leapt out at me around influencer identification.
Very often, influencer tools will look for prominent creators who achieve high levels of reach and engagement, and for the most part, most tools do an adequate job of this. However, what tends to happen is that prominent creators get highlighted most, even if the specific topic isn’t their area of specialty.
For example, in the paper, I was looking at floral influencers on TikTok. Plenty of big names to be found, but these were folks who had made one or two pieces of content about the subject – and the rest of their content had nothing to do with floral stuff.
Now, that influencer’s audience may engage with that specific content, but if the influencer in question is, say, a gaming influencer who happened to receive a floral bouquet for their birthday, then all things flowers are not something that audience is deeply interested in. It’d be like me – known mainly for analytics and data stuff – sharing content about flowers. It might be of curiosity, but it’s not my primary value to you.
That alignment – or lack thereof – is the challenge with most influencer identification tools. Why? Because determining alignment takes more time and processing power for a lot of software, as well as some level of human intervention. Here’s an example from the code I wrote to do influencer identification.
First, on a given topic, I talked to my friend Manon Plas, a florist in Southern France, to understand what words and phrases people would associate with all things floral – bouquets, arrangements, specific names of flowers, etc. especially on TikTok. From there, I washed that through an SEO tool to rank all the terms and find associated terms that we might have missed. Once I assembled that list, I built it into the topical relevance scoring. That counts up the total number of posts that an account has about the set of keywords and jargon and expresses it as a percentage.
What percentage of posts does a given account have about all things floral? If it’s only a few percentage points, then you know that even though their content about flowers did well, that’s probably not what their audience cares about. When it’s much larger – 50%, 60%, 70% – then you know the audience of that influencer is there for the topic in question.
Because so many tools on the market can’t do this, you’ll need to do topical relevance on your own. The simplest, but least scalable way, is to use a tool to draw up a list of influencers for your topic of choice and manually check out each of their profiles to see how relevant their last 10-20 pieces of content are to your area of focus.
If you only do influencer campaigns sparingly, this approach will consume time and effort but probably not be too burdensome. If you do influencer campaigns frequently, or are an influencer marketing agency, then you’ll want to automate this process to deliver better, more relevant results.
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ICYMI: In Case You Missed it
If I had to pick one thing for you to review this week, it would be the Data Diaries piece about halfway down in this Trust Insights newsletter. It’s about sentiment analysis and how fraught with problems most of the solutions on the market are. Be VERY careful about any sentiment analysis tools you use.
Skill Up With Free Classes
These are just a few of the free classes I have available over at the Trust Insights website that you can take.
- Fundamentals of Marketing Analytics (new!)
- How to Think About Google Analytics 4 (new!)
- Proving Social Media ROI
- Paradise by the Analytics Dashboard Light: How to Create Impactful Dashboards and Reports
- How to Deliver More Value as an Agency
Get Back to Work!
Folks who post jobs in the free Analytics for Marketers Slack community may have those jobs shared here, too. If you’re looking for work, check out these five most recent open positions, and check out the Slack group for the comprehensive list.
- Content Strategist at Salesforce
- Growth Associate at Musicasa
- Customer Success Manager at Onalytica
- Digital Analytics Specialist at REA Group
- Events Marketing Manager at AKASA
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What I’m Reading: Your Stuff
Let’s look at the most interesting content from around the web on topics you care about, some of which you might have even written.
Social Media Marketing
- Social Business Intelligence: How to Use Social Media to Gather Social BI via Agorapulse
- LinkedIn Adds New ‘Future of Skills’ Data Tool to Highlight Key Industry Trends via Social Media Today
- Google Adds New Vehicle Ads Search Placement to Help Auto Sellers Align with Evolving Search Trends via Social Media Today
Media and Content
- Overcome Marketing Myopia By Using High-Quality Data via Spin Sucks
- 13 Content Promotion Tactics to Get More Eyeballs on Your Content
- What is Content Marketing? via Martech Zone
SEO, Google, and Paid Media
- How to Create an Effective SEO Strategy
- What Bounce Rates Mean for SEO via Practical Ecommerce
- How To Reduce, Reuse, and Recycle Your Content for Improved Search Results
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Tools, Machine Learning, and AI
- 8 Women in AI Who Are Striving to Humanize the World via KDnuggets
- Executives discuss top challenges in deploying AI — and how to solve them via VentureBeat
- Transfer: A technique for hyperparameter tuning of enormous neural networks via Microsoft Research
Analytics, Stats, and Data Science
- The Significance of Data Quality in Making a Successful Machine Learning Model via KDnuggets
- When Bad Things Happen to Good Data Scientists via insideBIGDATA
- Using Business Analytics Tools for Small Business Success
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Events I’ll Be At
Here’s where I’m speaking and attending. Say hi if you’re at an event also:
- MarketingProfs B2B Forum, April 2022, virtual
- MAICON, August 2022, Cleveland, OH
- MarketingProfs B2B Forum, October 2022, Boston Events marked with a physical location may become virtual if conditions and safety warrant it.
If you’re an event organizer, let me help your event shine. Visit my speaking page for more details.
Can’t be at an event? Stop by my private Slack group instead, Analytics for Marketers.
How to Stay in Touch
Let’s make sure we’re connected in the places it suits you best. Here’s where you can find different content:
- My blog – daily videos, blog posts, and podcast episodes
- My YouTube channel – daily videos, conference talks, and all things video
- My company, Trust Insights – marketing analytics help
- My podcast, Marketing over Coffee – weekly episodes of what’s worth noting in marketing
- My second podcast, In-Ear Insights – the Trust Insights weekly podcast focused on data and analytics
- On Twitter – multiple daily updates of marketing news
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- My free Slack discussion forum, Analytics for Marketers – open conversations about marketing and analytics
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My company, Trust Insights, maintains business partnerships with companies including, but not limited to, IBM, Cisco Systems, Amazon, Talkwalker, MarketingProfs, MarketMuse, Agorapulse, Hubspot, Informa, Demandbase, The Marketing AI Institute, and others. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which Trust Insights may receive indirect financial benefit, and thus I may receive indirect financial benefit from them as well.
Thanks for subscribing and reading this far. I appreciate it. As always, thank you for your support, your attention, and your kindness.
See you next week,
Christopher S. Penn