{"id":45651,"date":"2020-11-18T15:43:13","date_gmt":"2020-11-18T14:43:13","guid":{"rendered":"https:\/\/blog.buzzoole.com\/?p=45651"},"modified":"2020-11-18T15:43:16","modified_gmt":"2020-11-18T14:43:16","slug":"benchmark-per-fascia-follower","status":"publish","type":"post","link":"https:\/\/blog.buzzoole.com\/it\/influencer-marketing-brand\/benchmark-per-fascia-follower\/","title":{"rendered":"Influencer Marketing: i benchmark per fascia di follower"},"content":{"rendered":"\n<p>La crescita futura dell\u2019Influencer Marketing \u00e8 legata alla capacit\u00e0 di approcciare strategicamente le attivit\u00e0 con i Creator e di misurarne i risultati. \u00c8 sempre importante analizzare i profili delle persone da coinvolgere sia dal punto di vista qualitativo che quantitativo, facendo riferimento a benchmark di settore.&nbsp;<br>Il problema \u00e8 che questi dati sono difficili da reperire e dunque i marketer navigano a vista, facendosi sballottare dalle onde delle mode del momento. Ieri erano le celebrity, oggi sono i micro influencer. Spesso senza sapere esattamente cosa attendersi in termini di performance medie.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>L\u2019Engagement<\/strong><\/h2>\n\n\n\n<p>Con il termine Engagement si fa riferimento al numero totale di interazioni (like e commenti) sviluppate da un determinato contenuto pubblicato nel feed di Instagram. Un dato pubblicamente disponibile che pu\u00f2 dare una prima idea dell\u2019impatto di un Creator, ma che \u00e8 fortemente influenzato dal numero di follower.<br>Ovviamente le celebrit\u00e0 sviluppano il maggior numero di interazioni medie per singolo post, 35.000 rispetto alle 4.210 dei top, alle 590 dei micro e alle 66 dei novice.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/01-1-1024x536.png\" alt=\"Engagement per fascia di follower\" class=\"wp-image-45652\" srcset=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/01-1-1024x536.png 1024w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/01-1-300x157.png 300w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/01-1-768x402.png 768w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/01-1-640x335.png 640w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/01-1.png 1200w\" sizes=\"(max-width: 959px) 90vw, (max-width: 1279px) 63vw, 787px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Engagement Rate per fascia di follower&nbsp;<\/strong><\/h2>\n\n\n\n<p>La semplice somma di like e commenti, per\u00f2 ci dice poco della capacit\u00e0 di un Influencer di coinvolgere il proprio pubblico. Meglio sarebbe utilizzare degli indici composti dal rapporto tra pi\u00f9 metriche come l\u2019Engagement Rate e l\u2019Engagement per post. L\u2019Engagement Rate \u00e8 il rapporto tra il numero complessivo delle interazioni diviso il numero di follower del Creator. E\u2019 una metrica molto utilizzata dai marketer anche se presenta delle criticit\u00e0. Ad esempio va tenuto presente che, nella realt\u00e0, i profili Instagram ricevono una quota di interazioni anche da coloro che non li seguono (quota che pu\u00f2 essere anche superiore al 50% se il contenuto viene selezionato dall\u2019algoritmo per entrare nella sezione Esplora). Quindi questo indice andrebbe valutato con un occhio critico. Dalla nostra analisi emerge che i novice riescono ad ottenere circa il 4,3% delle interazioni dai propri seguaci, i micro il 2,8%, i top il 2,7% e le celebrity il 2,50%. Ovviamente essendo un rapporto al cui denominatore ci sono i follower \u00e8 naturale avere questo tipo di dinamica, che premia un po\u2019 di pi\u00f9 i profili con una base follower meno sviluppata.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/02-2-1024x536.png\" alt=\"Engagement Rate per fascia di follower\" class=\"wp-image-45654\" srcset=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/02-2-1024x536.png 1024w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/02-2-300x157.png 300w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/02-2-768x402.png 768w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/02-2-640x335.png 640w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/02-2.png 1200w\" sizes=\"(max-width: 959px) 90vw, (max-width: 1279px) 63vw, 787px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Engagement su Reach per fascia di follower<\/strong><\/h2>\n\n\n\n<p>Un dato interessante si pu\u00f2 ottenere confrontando le interazioni con la Reach (portata) ossia con le persone realmente raggiunte dai post. Dall\u2019analisi svolta, grazie all\u2019accesso ai \u201cfirst party data\u201d (dati direttamente provenienti dagli insight di Instagram degli Influencer) si scopre che novice e micro differiscono di poco nella loro capacit\u00e0 di sviluppare interazioni rispetto alle persone raggiunte (intorno al 14%), mentre dai top ci si pu\u00f2 attendere un rapporto di engagement su reach di circa il 13% e dalle celebrit\u00e0 l\u201911,45%.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/03-1-1024x536.png\" alt=\"Engagement su Reach per fascia di follower\" class=\"wp-image-45656\" srcset=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/03-1-1024x536.png 1024w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/03-1-300x157.png 300w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/03-1-768x402.png 768w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/03-1-640x335.png 640w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/03-1.png 1200w\" sizes=\"(max-width: 959px) 90vw, (max-width: 1279px) 63vw, 787px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Reach Rate per fascia di follower&nbsp;<\/strong><\/h2>\n\n\n\n<p>Altro indice utile \u00e8 quello che mette in relazione la reach e i follower dei Creator, per capire la loro capacit\u00e0 di raggiungere il proprio bacino di utenti accumulati. Considerando che oggi gli algoritmi dei social network non permettono di comunicare alla totalit\u00e0 dei propri follower, neanche con l\u2019ausilio di pubblicit\u00e0, diventa fondamentale avere dei benchmark di riferimento. Emerge che i novice, mediamente, riescono a raggiungere il 27,5% dei propri follower e le celebrit\u00e0 il 24,3%. Meno positive le performance dei micro e dei top.&nbsp;<br>La performance dei novice si pu\u00f2 spiegare con il fatto che le community piccole tendono ad essere le pi\u00f9 affezionate e attente. Quella delle celebrity \u00e8 da correlare pi\u00f9 probabilmente all\u2019effetto dell\u2019algoritmo di Instagram che premia i contenuti dei pi\u00f9 famosi, ospitandoli nella sezione Esplora, la pi\u00f9 visibile.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/04-3-1024x536.png\" alt=\"Reach su Follower per fascia di follower\" class=\"wp-image-45658\" srcset=\"https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/04-3-1024x536.png 1024w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/04-3-300x157.png 300w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/04-3-768x402.png 768w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/04-3-640x335.png 640w, https:\/\/blog.buzzoole.com\/wp-content\/uploads\/2020\/11\/04-3.png 1200w\" sizes=\"(max-width: 959px) 90vw, (max-width: 1279px) 63vw, 787px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<p>Se volete approfondire queste tematiche e scoprire le metriche pi\u00f9 utili per valutare correttamente gli investimenti in Influencer Marketing potete scaricare gratuitamente il white paper \u201cInfluencer Performance Benchmarks\u201d.<\/p>\n\n\n\n<div class=\"wp-block-button aligncenter is-style-squared\"><a class=\"wp-block-button__link has-background\" href=\"https:\/\/buzzoole.com\/resources\/influencer-performance-benchmarks\/it?utm_source=blog-buzzoole&amp;utm_medium=cta&amp;utm_campaign=whitepaper-benchmarks2020-follower-ita\" style=\"background-color:#9d27b4\">SCARICA<\/a><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p class=\"has-small-font-size\">ph: @alessandraventura<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La crescita futura dell\u2019Influencer Marketing \u00e8 legata alla capacit\u00e0 di approcciare strategicamente le attivit\u00e0 con i Creator e di misurarne i risultati. \u00c8 sempre importante analizzare i profili delle persone da coinvolgere sia dal punto di vista qualitativo che quantitativo, facendo riferimento a benchmark di settore.&nbsp;Il problema \u00e8 che questi dati sono difficili da reperire &hellip; <\/p>\n<p><a href=\"https:\/\/blog.buzzoole.com\/it\/influencer-marketing-brand\/benchmark-per-fascia-follower\/\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;Influencer Marketing: i benchmark per fascia di follower&#8221;<\/span><\/a><\/p>\n","protected":false},"author":63,"featured_media":45660,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[907],"tags":[978,993],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - 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