1. Cooperation Frequency and Duration Analysis
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Collaboration Frequency Count: Collect records of the influencer’s past collaborations with brands and calculate the number of times they have worked together. For example, use the brand’s collaboration management system or communication with the influencer to gather historical collaboration data. If an influencer has worked frequently with the same brand over a long period (e.g., over a year), such as five or more collaborations, it indicates a higher level of loyalty to the brand and a willingness to continue the partnership.
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Inter-Collaboration Time Interval: Analyze the intervals between each collaboration. A relatively stable collaboration interval suggests that the influencer is willing to include the brand in a long-term partnership. For example, if an influencer collaborates with a brand every 3-4 months, it indicates a regular pattern and a stable willingness to work with the brand. On the other hand, long or irregular intervals may suggest that the influencer prioritizes other brands over the current one.
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Collaboration Duration Assessment: For single collaborations, calculate the duration from the beginning to the end of the partnership. For instance, during a social media promotion, the duration would be the time between the influencer’s first post and the last mention of the brand. Longer collaboration durations, especially those extending beyond the minimum promotion period outlined in the contract, may indicate a stronger loyalty to the brand and a willingness to provide more exposure opportunities.
2. Deep Dive into Interaction Data
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Comment Content Analysis: Carefully examine the fan comments under the influencer’s promotional content. Use natural language processing techniques or manual screening to identify keywords related to the brand, such as brand names, product features, and purchase intentions. If positive comments about the brand and products are frequent and the influencer actively replies, encouraging fans to engage with the brand, it suggests that the influencer has a strong willingness to promote the brand. Additionally, sentiment analysis tools can help determine whether the comments reflect positive sentiment, which further indicates the influencer’s effectiveness in engaging with their audience.
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Likes and Shares Comparison: Compare the engagement metrics (likes and shares) when the influencer promotes different brands. If the influencer’s likes and shares significantly increase when promoting a particular brand, it suggests that they are more invested in promoting this brand or that they have a higher level of loyalty toward it. For example, if an influencer typically receives a 5% like rate and a 3% share rate for other brands, but these increase to 10% and 6% when promoting a specific brand, this warrants further investigation into the influencer’s unique attitude towards that brand.
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Follower Growth and Interaction Correlation: Analyze the growth of the influencer’s followers during a collaboration, as well as the interactions of new followers. If the influencer’s follower count increases significantly during the collaboration and new followers engage more with the brand-related content (e.g., liking, commenting on product promotion posts), it suggests that the influencer not only attracts new followers but also encourages them to engage with the brand, demonstrating good collaboration potential and promotional ability.
3. Content Retention and Update Analysis
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Promotional Content Retention Rate: Track the percentage of promotional content that the influencer keeps on their account after the collaboration ends. For example, if an influencer posts five promotional pieces for a brand and, three months later, most of them are still available on their account, a high content retention rate (e.g., over 80%) suggests that the influencer is quite favorable towards the brand and willing to showcase the collaboration long-term, which reflects loyalty.
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Frequency of Brand Mentions in Future Content: Observe how often the influencer mentions the brand after the collaboration has ended. Use content analysis tools to scan the influencer’s future posts for mentions of the brand name, product names, or related keywords. If the influencer regularly refers to the brand in subsequent content, such as in themed recommendation lists or review videos, it indicates sustained attention and loyalty, showing a continued willingness to collaborate.
4. Conversion Rate and Sales Data Correlation
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Traffic and Sales Conversion Rate: Analyze the traffic generated by the influencer’s promotion and the conversion rate of that traffic into actual sales. If the conversion rate from the influencer’s referral traffic is higher than the average (which can be compared with other marketing channels or influencers), it indicates that the influencer is using more effective strategies to guide their audience toward purchasing and that they have a better understanding of and willingness to promote the brand. For instance, if Influencer A drives 10% conversion from their traffic, while other similar channels have an average of 5%, it suggests a higher level of investment and loyalty.
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Long-Term Sales Contribution Analysis: Assess the long-term contribution the influencer makes to the brand’s sales. It’s important not only to look at sales growth after a single collaboration but also to monitor whether the sales of the brand’s products remain strong or stable for some time after the collaboration ends. If, months after the collaboration, the product continues to sell well or maintains a high sales level, it may indicate that the influencer has successfully cultivated fan loyalty to the brand and demonstrates the influencer’s own loyalty and willingness for ongoing collaborations.