List of aspects that consumers think make a brand memorable on social media

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Originality can’t be understated. It’s ranked as one of the top factors that make a brand memorable on social, with 38% of consumers remembering brands who share original and creative content. Consumers don’t want to see the same trends over and over again. If the influencer shares new and interesting content on a regular basis, they might be a winner.

Identify values alignment
Influencer-brand partnerships are successful when the influencer’s chinese student data values align with the brand’s values. If there’s a major disconnect, the authenticity of the relationship fades—and consumers can tell.

When reviewing the influencer’s content, pay special attention to what drives them and compare them to your brand’s values. While the influencer may not share 100% of your values, there needs to be considerable alignment on the things that matter most.

For example, if a luxury home decor brand values high-quality manufacturing and doesn’t like to cut corners—and the influencer’s whole platform is about cheap and quick home decor “hacks”—there’s a disconnect in values here. Even if the brand and the influencer agree on other values, this type of misalignment can tank a partnership and create a brand crisis.

Evaluate audience engagement metrics
Analyze the quality of interactions between the influencer and their followers. Look at engagement metrics such as likes, shares and comments to evaluate the level of engagement the influencer has with their audience. Around three-quarters of marketers focus on engagement metrics when tracking social performance.