The Brand Vitality (VIT) Score by Traackr is the #1 metric for measuring your influencer marketing strategy. Discover how VIT helps you adjust your strategy to outperform your competitors.
You need a measurement framework that can handle complexity and give you insights about which influencer strategies can move the needle for your brand. VIT is the answer.
of marketers say that measuring influencer marketing return on investment (ROI) is a big challenge. The reality is that influencer marketing is complex.
Tracking performance across social platforms
Figuring out which KPIs are driving ROI
Tracking performance across campaigns
Determining best performing influencers
Inconsistent measurement frameworks across org
Data deprecation
VIT was developed by Traackr’s Data Science team to provide a transparent and scalable way to measure and enact change on your influencer program.
VIT is the first metric uniquely designed to measure a brand’s performance in terms of influencer content, and is normalized across platforms so you can compare influencer content performance no matter where it lives.
VIT as a Score
A single score that combines measures of visibility, impact and trust.
Visibility(Reach of content)
Impact(Weighted engagement)
Trust(Focus of content on your brand)
VIT as a Framework
A framework for improving your influencer marketing strategy
Measure the success of individuals posts
Compare campaign performance over time
Track your rank among competitors
Identify levers to improve performance
We started using the Brand Vitality Score at Groupe SEB because we wanted to track something that is comparable, accessible, and scalable. This has helped us track how our influencer marketing strategy is evolving and truly see if we are getting better.
Rachel Matos
Social Media & Influencer Marketing Manager at Groupe SEB
VIT is a roadmap for success. It allows you to see which levers to pull to adjust your strategy and outperform your competitors. You can clearly answer questions and decide which actions to take.
Activity level
Should you increase the volume of influencers or frequency per influencer?
Target audience size
Should you expand your reach by working with different influencer tiers?
Content performance
Should you improve engagement and video view rates on content mentioning your brand?
There is no single recipe for influencer marketing success. What works for one brand, may not be the best fit for you. VIT illuminates the different paths to success so you can craft the best strategy given your unique position.
The specificity that VIT offers for both measuring and enacting change on your influencer program is a key differentiator from “earned media value” (EMV).
EMV is an ineffective metric for measuring influencer marketing because it masks the complexity of marketing and prevents sound data-driven decision making. Specifically:
VIT corrects by unraveling how specific strategy choices will improve your performance.
Brand A and B are real brands with different strategies. Explore how the levers they pull impact their performance.
Activated influencers
Brand A
Brand B
Brand A activates 120% more influencers
Frequency / Qter
Brand A
Brand B
Brand A generates 2x more mentions per influencer
Reach / Mentions
Brand A
Brand B
Brand B gets 4x more reach per mention
VIT / Reach
Brand A
Brand B
Brand B gets 15% more VIT/Reach
VIT
Brand A
Brand B
Brand B only generates 8% more VIT
Brand A focused on activity levels
They activated a large roster of influencers (120% more than Brand B) and generated 2x as many mentions per influencer.
Brand B focused on audience size and content performance
They activated a smaller roster of influencers who had bigger followings, resulting in 4x as much reach per mention and 15% higher VIT per reach.
Both strategies performed very well!
It’s this ability to reveal the different levers that can contribute to success that gives you the power to ace your influencer marketing strategy.
Traackr’s influencer marketing benchmark capabilities enable you to answer the most strategic influencer marketing questions.
Without an influencer marketing platform that can provide you with deep analytics and insightful KPIs, it’s impossible to know what move to make next. VIT solves this for you, and there are already a few brands that prove it.
Shiseido's goal was to grow its influencer marketing program success in 2021. Using VIT as a way to measure the impact of its strategies, the Shiseido team identified three key elements that would have high impact.
Focus
Results
+54%
increase in overall VIT
+36%
increase in reach & video views
+40%
increase in engagement rate
Obviously we look at metrics every day like video views and engagements but VIT is our North Star. It allows us to take a step back and understand where we are within our competitive set and how we are resonating with our audience. It’s an amazing metric for looking at the big picture.
Brad Farrell
CMO of Beekman 1802
Beekman 1802’s goal was to get on TikTok and drive in-store sales for two new product offerings at Ulta Beauty. The team used Traackr to understand how competitor brands were leveraging TikTok and glean insights about what elements drive results on the platform.
Results
2
Product lines selling out in Ulta Beauty
188
pieces of content generated, +50% than expected
89
Influencers activated, even though only 14 were contracted for the campaign
Influencer marketing is integral to full funnel consumer engagement in beauty. Traackr allows us to strategize beauty influencer marketing with critical data & insights.
Asmita Dubey
Chief Digital Marketing Officer, L’Oréal Groupe
The Brand Vitality (VIT) Score by Traackr is the #1 metric for measuring your influencer marketing strategy. Discover how VIT helps you adjust your strategy to outperform your competitors.