How does your brand stack up?

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.

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Beauty

If you had to defend the value of your influencer marketing strategy, could you?

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.

58%

of marketers say that measuring influencer marketing return on investment (ROI) is a big challenge. The reality is that influencer marketing is complex.

Top challenges for accurately measuring influencer marketing

Tracking performance across social platforms

59%

Figuring out which KPIs are driving ROI

52%

Tracking performance across campaigns

43%

Determining best performing influencers

33%

Inconsistent measurement frameworks across org

33%

Data deprecation

15%
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(Visibility + Impact ) × Trust

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.

100

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)

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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.

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Rachel Matos

Social Media & Influencer Marketing Manager at Groupe SEB

A number, but not just a number

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?

VIT Guides You to the Best Influencer Marketing Strategy for 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).

Why choose VIT over 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:

EMV is misleadingThe dollar value has no connection to ROI or sales.
EMV lacks insightsIt doesn’t guide you to improve your brand’s performance.
EMV is inflexibleIt measures an awareness campaign the same as it would a product launch.
EMV is untargetedIt weighs content the same even if it’s not reaching your audience.

VIT corrects by unraveling how specific strategy choices will improve your performance.

VIT in Action: Which brand do you think performed the best?

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

Despite each brand's focus on different strategies, they earned similar VIT scores

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.

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VIT Answers Your Burning Influencer Marketing Strategy Questions

Traackr’s influencer marketing benchmark capabilities enable you to answer the most strategic influencer marketing questions.

Leading Brands Have Successfully Used VIT to Develop the Best Influencer Marketing Strategies

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 increased influencer marketing success by 54% in one year

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

Video content
Experiential moments and events
On-brand VIP talent

Results

+54%

increase in overall VIT

+36%

increase in reach & video views

+40%

increase in engagement rate

Read the full story

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.

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Brad Farrell

CMO of Beekman 1802

Beekman 1802 sold out two product lines and became a top performing brand on TikTok

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

Read the full story

Influencer marketing is integral to full funnel consumer engagement in beauty. Traackr allows us to strategize beauty influencer marketing with critical data & insights.

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Asmita Dubey

Chief Digital Marketing Officer, L’Oréal Groupe

How does your brand stack up?

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.

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Beauty
The platform for performance-driven influencer marketing