Influencer collaborations: Campaign Analytics: Decoding Campaign Analytics: The Value of Influencer Collaborations

1. Introduction to Influencer Marketing and Campaign Analytics

In the realm of digital marketing, influencer marketing has emerged as a powerhouse, fundamentally altering how brands engage with their target audiences. This strategy hinges on leveraging the clout and rapport that influencers have with their followers, turning their endorsements into a potent tool for brand messaging. Unlike traditional advertising, influencer marketing thrives on personal connection and authenticity, making it a unique and effective avenue for reaching consumers.

Campaign analytics play a pivotal role in this landscape, serving as the compass that guides marketers through the complexities of influencer collaborations. By meticulously analyzing data, brands can glean invaluable insights into the performance of their campaigns, understanding not just the reach but also the resonance of their messages with the audience. This data-driven approach enables brands to optimize their strategies, ensuring that every collaboration delivers maximum impact.

From the perspective of influencers, campaign analytics are equally crucial. They provide a clear picture of how their content is performing, which in turn influences their content strategy and helps them align more closely with their audience's preferences.

Here are some key aspects of influencer marketing and campaign analytics:

1. Audience Insights: Understanding the demographics, interests, and behaviors of an influencer's audience is essential. For example, a beauty brand might partner with an influencer who has a following that matches their target market, such as young adults interested in skincare.

2. Engagement Metrics: Engagement rates, including likes, comments, and shares, indicate how compelling the content is. A high engagement rate suggests that the influencer's content resonates well with their audience.

3. Conversion Tracking: The ultimate goal of many campaigns is to drive sales or actions. tracking tools can link influencer content directly to conversions, demonstrating the ROI of the campaign.

4. Content Performance: Different types of content may perform differently. For instance, a tutorial video by an influencer might have more impact than a simple product mention in a post.

5. brand Sentiment analysis: It's important to gauge public sentiment towards the brand before and after the campaign. An influencer's positive endorsement can significantly improve brand perception.

6. Cost-Per-Action (CPA): This metric helps brands understand the cost associated with each desired action taken, such as a click or a purchase, as a result of the influencer's content.

7. Influencer Authenticity: The perceived genuineness of the influencer's content can affect campaign outcomes. Audiences are more likely to trust influencers who consistently demonstrate authenticity.

8. Long-Term Partnerships: Analyzing the success of long-term influencer relationships can be more beneficial than one-off campaigns. For example, a fitness brand might see better results from a year-long partnership with a fitness influencer than from a single promotional post.

influencer marketing and campaign analytics are intertwined, each feeding into the other to create a cycle of continuous improvement and growth. By harnessing the power of analytics, brands and influencers alike can craft campaigns that not only reach but also deeply engage their intended audiences, forging lasting connections and driving meaningful actions.

2. The Rise of Influencer Collaborations in Digital Marketing

In the dynamic landscape of digital marketing, influencer collaborations have emerged as a powerhouse strategy, fundamentally altering how brands engage with their target audiences. This shift towards influencer-driven content is not merely a trend but a reflection of the evolving consumer behavior that values authenticity and relatability over traditional advertising. Influencers, with their niche communities and loyal followers, offer brands a unique opportunity to humanize their marketing efforts, creating a narrative that resonates deeply with consumers. The symbiotic relationship between influencers and brands is underpinned by a shared goal: to tell a story that converts passive viewers into active participants and loyal customers.

From the perspective of brand managers, influencer collaborations are a strategic tool to amplify reach and build trust. They recognize that influencers can often engage with audiences in ways that brands cannot, breaking through the noise of saturated markets. On the other hand, influencers view these partnerships as a means to grow their own brand, diversify their content, and increase their credibility by associating with established names. Meanwhile, consumers are looking for more than just a product; they seek an experience and a connection, which influencers are uniquely positioned to provide.

Here's an in-depth look at the rise of influencer collaborations in digital marketing:

1. Authentic Engagement: Influencers are seen as more relatable than traditional celebrities, which translates to higher engagement rates. For example, a beauty influencer's genuine review of a skincare product can lead to a significant uptick in sales, as their followers value their opinion over a generic advertisement.

2. Niche Targeting: Influencers often cater to specific niches, allowing brands to target audiences more precisely. A tech gadget brand might collaborate with a tech vlogger to reach enthusiasts directly interested in their products.

3. content creation: Influencers are content creators at heart; they bring a fresh perspective to a brand's messaging. A fashion brand might partner with a style influencer to showcase their clothing line in a 'day in the life' video series, thus providing authentic and engaging content.

4. Cost-Effectiveness: Compared to traditional advertising, influencer collaborations can be more cost-effective, especially for small to medium-sized businesses. A local restaurant might collaborate with a food blogger for a review, which could be more affordable and impactful than a standard ad campaign.

5. Measurable Results: With the advent of sophisticated analytics tools, brands can track the performance of influencer campaigns in real-time, adjusting strategies for maximum impact. An athletic apparel company might use tracking codes to measure the conversion rate from an influencer's promotional post.

6. Long-Term Partnerships: Successful collaborations often lead to long-term partnerships, which can be beneficial for both the influencer and the brand. A travel influencer's ongoing relationship with a hotel chain can lead to a series of promotional content that keeps the audience engaged over time.

7. Cross-Promotion: Influencer collaborations open the door for cross-promotion opportunities, expanding the reach of both the influencer and the brand. A makeup artist collaborating with a haircare brand can cross-promote products, tapping into each other's audiences.

8. Community Building: Influencers have the power to build communities around brands, turning customers into brand advocates. A gaming influencer's regular streams featuring a particular game can foster a dedicated community of gamers around that title.

The rise of influencer collaborations in digital marketing is not just a passing phase but a strategic evolution that taps into the heart of modern consumerism. It's a testament to the power of human connection in a digital world, where the right influencer can turn a brand's message into a cultural conversation.

3. Setting Goals and KPIs for Influencer Campaigns

In the realm of influencer marketing, setting clear goals and Key Performance indicators (KPIs) is paramount to the success of any campaign. It's not just about choosing the right influencers; it's about aligning their content and reach with your brand's objectives to create a synergy that drives results. From a marketer's perspective, goals must be specific, measurable, attainable, relevant, and time-bound (SMART), while KPIs should be quantifiable metrics that reflect the campaign's performance in relation to these goals.

For instance, if the goal is to increase brand awareness, KPIs might include metrics like reach, impressions, and the number of shares. If the goal is to drive sales, then conversion rates, click-through rates (CTR), and the return on investment (ROI) would be more appropriate KPIs. Influencers themselves might focus on engagement rates and follower growth as indicators of a successful partnership.

Let's delve deeper into the process of setting goals and kpis for influencer campaigns:

1. Define clear Campaign objectives: Before launching an influencer campaign, it's crucial to define what success looks like. Is it more website traffic, increased sales, or improved brand sentiment? For example, a beauty brand might aim to increase sales of a new product line by 20% within the first quarter of its launch.

2. Select Relevant KPIs: Choose KPIs that directly reflect your campaign objectives. If your goal is to enhance engagement, look at likes, comments, and shares. For sales, track affiliate link usage and promo code redemptions.

3. benchmark Against Industry standards: Understand the average performance metrics within your industry to set realistic KPIs. For example, an average engagement rate on instagram might be around 3%, so aiming for a 5% rate would be ambitious yet achievable.

4. Customize KPIs for Each Influencer: Not all influencers will perform the same, so tailor your KPIs based on their past performance and audience demographics. An influencer with a smaller, niche audience might have higher engagement rates but lower reach.

5. Use a Mix of Quantitative and Qualitative KPIs: While numbers are important, qualitative feedback such as audience sentiment and content quality should also be considered. For example, positive comments and testimonials can be just as valuable as high engagement numbers.

6. Monitor and Adjust in Real-Time: Influencer campaigns are dynamic, so it's important to monitor KPIs and adjust strategies as needed. If an influencer's posts aren't performing well, you might need to tweak the content or messaging.

7. post-Campaign analysis: After the campaign, analyze the results against your KPIs to measure success and inform future campaigns. For instance, if an influencer exceeded all KPIs, consider a long-term partnership.

By incorporating these steps into your influencer campaign strategy, you can ensure that your efforts are not just a shot in the dark but a calculated approach to achieving your marketing objectives. Remember, the key to a successful influencer campaign lies not only in the numbers but also in the strength of the relationships built between brand and influencer, as well as the influencer and their audience.

4. A Deep Dive into Data

In the realm of influencer marketing, the success of a campaign is often measured by the ability to translate data into actionable insights. As brands collaborate with influencers to reach their target audience, understanding the nuances behind the metrics becomes crucial. This deep dive into data metrics is not just about numbers; it's about stories, trends, and predictions. It's about discerning the resonance of a campaign with its intended audience and the ripple effect it creates across various platforms. From engagement rates to conversion metrics, each data point offers a glimpse into the effectiveness of influencer collaborations.

Let's explore some key metrics and what they reveal about influencer campaigns:

1. Engagement Rate: This is a fundamental metric that measures the level of interaction—likes, shares, comments, and overall participation—with the influencer's content. For example, an influencer with a high engagement rate might not have the largest following but can still be incredibly valuable due to a highly interactive audience.

2. Reach and Impressions: While often used interchangeably, these metrics are distinct. Reach refers to the total number of unique viewers who see the content, whereas impressions track how often that content is displayed. A campaign might have a wide reach but lower impressions if the content is not repeatedly viewed by the same users.

3. Click-Through Rate (CTR): This measures how effectively the content drives traffic to a desired destination, such as a product page or website. A high CTR indicates that the content is compelling enough to prompt immediate action.

4. Conversion Rate: Ultimately, brands are looking for conversions—be it signing up for a newsletter, downloading an app, or making a purchase. Influencers with a proven track record of high conversion rates are gold for brands, as they demonstrate the ability to persuade their audience to take the desired action.

5. Return on Investment (ROI): Calculating the ROI of an influencer campaign can be complex, but it's essential. It involves comparing the revenue generated from the campaign against the costs incurred. An influencer might have moderate reach and engagement but still provide an excellent ROI if their audience is highly targeted and conversion rates are high.

6. Sentiment Analysis: Beyond numbers, understanding the sentiment behind the reactions is key. Positive comments and shares signify approval, but a deeper analysis might reveal nuances in consumer attitudes and preferences.

7. Brand Lift: This metric reflects the increase in brand awareness or perception as a direct result of the influencer campaign. Surveys and polls pre- and post-campaign can measure this intangible yet vital aspect.

8. Content Lifespan: Influencer content can have varying lifespans. Evergreen content continues to perform well over time, contributing to long-term campaign success, while other content might have a shorter impact window.

9. Audience Growth: The rate at which an influencer's following increases can be a testament to their growing popularity and, by extension, the potential to amplify a brand's message.

10. quality of User-Generated content (UGC): Influencers often inspire their followers to create content, which can be a powerful endorsement. The quality and quantity of UGC can be a significant indicator of a campaign's success.

By examining these metrics, brands can gain a comprehensive view of their campaign's performance. For instance, a beauty brand collaborating with an influencer might track the number of users who use a specific promo code shared by the influencer. If the code is used extensively, it's a clear sign that the influencer's content is not just seen but is also driving sales.

While the sheer volume of data can be overwhelming, the key lies in identifying which metrics align best with campaign goals. A strategic approach to data analysis can unveil the true value of influencer collaborations, guiding brands towards more informed and effective marketing decisions.

5. Successful Influencer Campaigns and Their Analytics

In the dynamic world of digital marketing, influencer collaborations have emerged as a powerful strategy for brands looking to expand their reach and resonate with target audiences. The success of these campaigns is often measured through meticulous analytics, which provide a window into the effectiveness of the strategies employed. By examining case studies of successful influencer campaigns, we can glean valuable insights into what makes these collaborations work and how they can be optimized for even greater impact.

From the perspective of brand awareness, influencer campaigns have the potential to generate significant buzz. Take, for example, the collaboration between a well-known beauty brand and a popular makeup artist on social media. The campaign, which involved a series of tutorial videos featuring the brand's products, resulted in a 300% increase in brand mentions on social media within the first week. The analytics showed that not only did the number of followers increase for both the brand and the influencer, but there was also a substantial uptick in engagement rates, including likes, comments, and shares.

1. Audience Growth: A fashion label partnered with a group of lifestyle influencers to showcase its new collection. The campaign analytics revealed a 50% growth in the brand's social media following, with the highest conversion rates coming from the influencers' posts that included personal stories about the products.

2. Engagement Rates: A tech company's collaboration with a gaming influencer led to a series of live-stream events. The analytics highlighted a 40% increase in engagement rates during the campaign period, with viewers spending more time on the brand's website after the events.

3. Conversion and Sales: A health food brand's partnership with fitness influencers for a New Year's resolution campaign saw a 25% increase in sales directly attributed to discount codes shared by the influencers. The detailed analytics showed that the majority of these sales came from new customers who had engaged with the influencers' content.

4. Brand Sentiment: An eco-friendly product's campaign with environmental activists on social media not only spread awareness but also positively shifted brand sentiment. The sentiment analysis indicated a 70% positive sentiment in the conversations around the brand, a significant improvement from the pre-campaign figures.

5. Content Reach: A beverage company's summer campaign with travel influencers reached over 10 million views across various platforms. The analytics showed that the campaign's hashtag was used over 100,000 times, amplifying the brand's message far beyond its own channels.

These examples underscore the multifaceted nature of campaign analytics, revealing not just quantitative results like views and sales, but also qualitative outcomes such as customer sentiment and brand reputation. By delving into these case studies, brands can better understand the nuances of influencer collaborations and harness the full potential of these partnerships. The key takeaway is that while numbers are important, the true value lies in the stories behind the data and the authentic connections that influencers can foster with their audiences.

6. Analyzing Audience Engagement and Its Impact on ROI

Audience engagement is the cornerstone of any influencer marketing campaign, serving as a critical indicator of a campaign's potential to generate a significant return on investment (ROI). In the realm of influencer collaborations, engagement metrics go beyond mere views or likes; they encapsulate the depth of interaction between the influencer's content and their audience. This interaction can take various forms, such as comments, shares, and the duration of views, which collectively paint a comprehensive picture of audience interest and involvement. high engagement rates often translate to a more profound impact on consumer behavior, driving conversions and, ultimately, sales. From a brand's perspective, analyzing these engagement metrics is vital to understanding the efficacy of an influencer partnership and its contribution to the brand's financial goals.

Here are some in-depth insights into how audience engagement influences ROI:

1. Conversion Rates: Engagement metrics are strong predictors of conversion rates. For instance, a campaign that elicits a high number of shares is likely to reach a wider audience, increasing the probability of conversions. An example of this is a fashion influencer's post that generates thousands of shares, leading to a noticeable uptick in sales for the featured clothing line.

2. Brand Awareness: Engagement contributes to brand awareness and perception. A campaign with high engagement levels indicates that the content resonates with the audience, thereby enhancing brand recall. A beauty brand collaborating with an influencer who creates interactive makeup tutorials can see a boost in brand recognition as viewers actively participate in the conversation.

3. Customer Loyalty: Engaged audiences are more likely to develop loyalty towards a brand. Influencers who have cultivated a community that actively participates in discussions and trusts their recommendations can create a loyal customer base for the brands they endorse.

4. Content Lifespan: The lifespan of content is extended through engagement. Content that prompts ongoing discussion and sharing continues to be relevant and visible for longer periods, providing sustained exposure without additional investment.

5. Quality of Feedback: Engagement provides qualitative feedback. Comments and discussions offer insights into consumer preferences and sentiment, which can be invaluable for product development and marketing strategies.

6. Cost-Effectiveness: High engagement rates can lead to a more cost-effective campaign. When an influencer's content naturally garners attention and interaction, it reduces the need for paid promotions to achieve the same level of visibility.

7. Influencer Selection: engagement metrics aid in the selection of the right influencers for future campaigns. Brands can analyze which influencers yield the highest engagement and tailor their strategies accordingly.

8. Market Trends: Engagement patterns can reveal market trends and shifts in consumer behavior, allowing brands to adapt quickly and stay ahead of the curve.

Audience engagement is not just a metric to be measured; it's a dynamic element that shapes the success of influencer marketing campaigns. By closely analyzing engagement, brands can fine-tune their strategies, ensuring that every dollar spent on influencer collaborations is an investment towards a higher ROI.

7. Tools and Technologies for Tracking Influencer Campaign Performance

In the dynamic world of influencer marketing, tracking the performance of campaigns is crucial for brands to understand the impact of their investments. With the proliferation of social media platforms and the nuanced ways in which content can resonate with audiences, it's essential to have a robust set of tools and technologies that can capture a comprehensive picture of campaign performance. These tools not only help in quantifying the reach and engagement of influencer collaborations but also provide deeper insights into audience behavior, conversion rates, and the overall return on investment (ROI). By leveraging advanced analytics and metrics, brands can fine-tune their strategies, ensuring that they connect with their target demographics in the most effective way possible.

From the perspective of a brand manager, influencer campaign tracking tools are indispensable for measuring key performance indicators (KPIs) such as impressions, engagement rates, and click-through rates. On the other hand, influencers themselves benefit from these technologies as they can showcase the value they bring to partnerships through data-driven evidence. Marketing analysts, too, rely on these tools to dissect campaign data and extract actionable insights that can drive future marketing efforts.

Here's an in-depth look at some of the tools and technologies that are at the forefront of tracking influencer campaign performance:

1. social Media analytics Platforms: These are comprehensive tools that track metrics across various social networks. For example, Hootsuite and Sprout Social offer dashboard views that display real-time data on likes, shares, comments, and more. They also allow for the monitoring of multiple campaigns at once, which is invaluable for brands managing several influencers simultaneously.

2. influencer Marketing software: Specialized software like AspireIQ or Upfluence provides end-to-end campaign management. These platforms facilitate influencer discovery, campaign creation, and performance tracking, offering insights into audience demographics and engagement.

3. UTM Parameters: By appending UTM parameters to URLs shared by influencers, brands can track specific campaigns within their web analytics tools like Google Analytics. This helps in understanding how much traffic is being directed to their site from each influencer's content.

4. Affiliate Networks: Networks such as ShareASale or Commission Junction enable brands to track conversions and sales directly attributed to influencers. They use unique affiliate links or codes that influencers share with their followers.

5. Brand Mention and Hashtag tracking tools: Tools like Brandwatch or Mention allow brands to monitor where and how often they are mentioned online. Tracking branded hashtags can also reveal the spread and impact of influencer campaigns.

6. sentiment Analysis tools: Understanding the sentiment behind the engagement is as important as the engagement itself. Tools like Lexalytics can analyze the tone of comments and mentions to gauge public sentiment towards a campaign.

7. Image Recognition Technology: Advanced tools like Google Vision AI can detect brand logos and products within images and videos shared by influencers, providing another layer of performance data.

8. Influencer CRM Systems: Customer Relationship Management (CRM) systems tailored for influencer campaigns, such as Traackr, help manage relationships and track individual influencer performance over time.

9. A/B Testing Platforms: Tools like Optimizely allow brands to test different aspects of their influencer campaigns to determine what resonates best with their audience.

10. Custom Reporting Tools: Finally, custom reporting tools can be built or configured to aggregate data from various sources, providing a tailored view of campaign performance metrics.

For instance, a beauty brand might use an influencer marketing software to track the performance of a new skincare line launch. They could set up specific KPIs such as the number of tutorial videos posted by influencers, the engagement on those videos, and the conversion rate of viewers purchasing the product. By analyzing this data, the brand can identify which influencers had the most impact and adjust their strategy for future campaigns accordingly.

The landscape of tools and technologies for tracking influencer campaign performance is rich and varied, offering brands a multitude of ways to measure and understand the effectiveness of their influencer collaborations. By harnessing these tools, brands can not only justify their marketing spend but also optimize their future influencer partnerships for even greater success.

8. Challenges in Measuring Influencer Campaign Effectiveness

Measuring the effectiveness of influencer campaigns presents a unique set of challenges that marketers and brands must navigate. Unlike traditional advertising metrics, influencer marketing involves a complex interplay of brand awareness, engagement, and conversion that can be difficult to quantify. The inherent nature of social media platforms, where content is consumed rapidly and interactions are fleeting, adds another layer of complexity to tracking and measuring the impact of influencer collaborations. Moreover, the authenticity and trust that influencers are supposed to bring to the table can be hard to measure against standard KPIs.

From the perspective of a brand, the primary challenge lies in identifying the right metrics that align with their campaign goals. While likes, comments, and shares are easily trackable, they do not necessarily translate into sales or long-term brand loyalty. On the other hand, influencers face the pressure of maintaining their personal brand while delivering content that resonates with both their audience and the partnering brand's objectives.

Here are some in-depth points that further elaborate on these challenges:

1. Attribution: Determining which sales can be directly attributed to an influencer campaign is tricky. For instance, a consumer might see a product on an influencer's page but only decide to purchase it weeks later in a store, making it hard to track that sale back to the influencer.

2. Engagement vs. Conversion: High engagement rates do not always lead to conversions. A campaign might generate a lot of buzz, but if it doesn't drive the audience to take action, its effectiveness is questionable.

3. Authenticity and Relevance: Measuring the authenticity of an influencer's content and its relevance to their audience is subjective. For example, an influencer might create a post that seems authentic to one segment of their audience but appears sponsored and inauthentic to another.

4. Long-term Impact: Assessing the long-term impact of influencer campaigns on brand perception and loyalty is challenging. A campaign might have immediate effects, but understanding its lasting influence requires prolonged observation and analysis.

5. Platform Limitations: Each social media platform offers different analytics tools, and some are more limited than others. This can make it difficult to get a comprehensive view of campaign performance across multiple platforms.

6. Influencer Fraud: With the rise of influencer marketing, the issue of fake followers and engagement has become a concern. Brands must ensure that the influencers they partner with have genuine followings to avoid skewed metrics.

7. Changing Algorithms: Social media platforms frequently change their algorithms, which can affect the visibility of influencer content and, consequently, the performance metrics of a campaign.

8. Diverse Audience Metrics: Influencers often have diverse audiences, making it hard to create content that resonates with everyone. A campaign's success might vary greatly across different audience segments.

To illustrate these points, consider the case of a beauty brand that partners with an influencer for a new product launch. The influencer creates a series of posts that receive high engagement rates. However, the brand notices only a modest increase in website traffic and sales. This scenario highlights the disconnect that can occur between engagement and actual business outcomes, emphasizing the need for a multi-faceted approach to measuring campaign effectiveness.

While influencer marketing continues to grow in popularity, the industry is still grappling with how best to measure its impact. Brands and influencers alike must work together to develop more sophisticated metrics and tools that can capture the nuanced effects of influencer campaigns on consumer behavior and brand success.

9. Predictive Analytics in Influencer Marketing

Predictive analytics is revolutionizing the way brands approach influencer marketing. By leveraging data-driven insights, companies can forecast campaign outcomes, tailor their strategies, and optimize their investments. This approach not only enhances the precision of marketing efforts but also enables brands to connect with their target audience through the most influential voices in their respective industries. The integration of predictive analytics into influencer marketing heralds a new era of strategic planning, where decisions are informed by a wealth of historical data and predictive models.

1. Audience Insights:

Predictive analytics allows marketers to delve deep into audience demographics, interests, and behaviors. For instance, a beauty brand might use predictive models to identify an influencer whose followers have a high propensity to purchase skincare products. This level of insight ensures that marketing efforts are directed toward the most receptive audiences.

2. Campaign Performance:

By analyzing past campaigns, predictive analytics can forecast the potential reach and engagement of future collaborations. Consider a fashion label that has run several successful campaigns with a particular influencer; predictive analytics could suggest a similar partnership could yield a high return on investment.

3. Budget Allocation:

brands can use predictive analytics to determine the most cost-effective way to allocate their marketing budgets. For example, a sports apparel company might find that investing in micro-influencers with highly engaged followings offers better value than partnering with a few high-profile influencers.

4. Trend Forecasting:

Predictive analytics helps brands stay ahead of the curve by identifying emerging trends within the influencer community. A tech company, for example, could use this data to partner with influencers who are gaining traction in the gaming community before they become mainstream.

5. Risk Mitigation:

The ability to predict the outcome of influencer collaborations also means that brands can mitigate risks associated with these partnerships. If a predictive model indicates that a certain influencer's audience is becoming less engaged, a brand might decide to explore other options.

6. Content Optimization:

Predictive analytics can inform the type of content that will resonate best with an influencer's audience. A travel agency might use this data to determine that their influencer's followers prefer video content over static posts, guiding the creative direction of the campaign.

7. Influencer Identification:

Finally, predictive analytics aids in identifying the most suitable influencers for a brand's campaign objectives. A food and beverage company might use predictive models to find influencers who have a track record of promoting healthy eating habits, aligning with the company's brand values.

Predictive analytics in influencer marketing offers a strategic advantage by providing actionable insights that lead to more effective and efficient campaigns. As this technology continues to evolve, we can expect even more sophisticated applications that will further transform the influencer marketing landscape.