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1st Party Data & Influencer Marketing



Identifying the lifestyles and influencers that make sense for your brand - where to start? Start with your own 1st party data. How do you judge the success of an influencer program? First party data. It can serve as the bookends to a successful influencer marketing program. Here’s why 1st party data is a game-changer for influencer marketing.


In the planning phase, 1st party data allows brands to identify and connect with their ideal customers. By analyzing customer data to locate social handles, brands can see where their customers are active online and discover lifestyle networks they’re part of. This helps brands pinpoint not only the type of content their audience engages with but also which influencers are part of these circles. Filter for the lifestyles in which a brand can credible contribute, you have the beginnings of a data-driven influencer program.


Say a brand’s ideal customers frequently follow influencers who post about wellness, adventure, or family activities. These insights give brands a clear roadmap for selecting not only appropriate lifestyles but specific influencers who can reach and influence the right consumer segment. The result is a more targeted influencer program that resonates on a personal level, increases authenticity, and ultimately drives engagement.


1st party data is also invaluable in measuring the success of influencer campaigns. Beyond traditional metrics like reach and engagement, this data enables brands to see which lifestyles, networks, and even specific influencers are driving the most impact. For example, a brand might find that influencers within the fitness lifestyle have a higher conversion rate than those in other segments. This allows the brand to double down on content and partnerships within that segment, maximizing ROI.


We can take it deeper. By tracking 1st party data like connecting emails used in purchase with social handles, brands can link specific influencers to conversions, sales, or other actions. This granular insight allows for precise measurement of what’s working and what’s not. Brands gain the flexibility to pivot their strategies in real-time, optimizing their approach and focusing resources on the most impactful networks and influencers.


Every marketer has a responsibility to understand the impact of each tactic and every dollar spent. The use of 1st party data in influencer marketing has become essential in doing that. It not only informs brands of where their ideal customers are spending time online but also helps them identify the specific influencers and content styles that will resonate. And when it comes to measurement, 1st party data offers a level of precision that other methods simply cannot match.


First party data gives brands the ability to make informed, data-driven decisions at every stage of their influencer campaigns. By focusing on the lifestyles and networks that matter most to their audience, brands can create more relevant, effective influencer programs that drive both engagement and conversions.

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