Brandwatch Influencer Marketing Software. ASOS X Micro-influencers (#asseenonme) ASOS typically attracts all shoppers of all ages, sizes, and backgrounds thanks to its approach to inclusivity. 1. Chart macro and granular impact from influencer campaigns. We repeated the exercise last year, and have now made our study an annual look into how marketing agencies and brands see the state of influencer marketing. Influencer marketing is a great way to get new customers by inspiring them with your content. Consider what the reasoning was behind. Engagement rates, impressions, return on investment, CPA, CTR, and ad spend might be more important for you. For instance, if you are a camping equipment brand. The influencer marketing industry is expected to grow to $21. According to the Influencer Marketing Hub 2021 survey, the most common metric brands use to measure an influencer marketing campaign’s success is conversions or sales. Amanda Bailey November 3, 2023. Make sure to select an influencer who represents your brand values and reaches your ideal customer. Discover influencers, handle relationships, and manage campaigns all in one end-to-end solution. When recapping an influencer marketing campaign, there are generally three key performance indicator (KPI) categories that you should track and report on: First, performance metrics - or the measurement of how well an influencer’s. Monitor social media engagement metrics 12. Keep an eye on qualified leads 10. To gather the direct tangible percentage of your influencer marketing campaign, use this straightforward formula. They allow you to find, manage, and measure influencers, as well as their. ” Katai explains: “The most important KPI can be overall reach, signups or even leads or sales. The objectives of the two marketing tactics also differ: seeding marketing campaigns aim to trigger cascades of information through a social network (e. Leverage Dedicated Landing Pages. This isn't conducive to best results. That’s an impressive influencer marketing return on investment that any business would love to see! For many businesses, a good influencer marketing ROI percentage is around 100%. Likely to come in more like 1-3 million impressions. In 2017, when influencer marketing was a growing industry, the media company, Ayzenberg Group launched a proprietary, artificial intelligence platform for marketing. While Socialinsider is one of the most powerful Instagram marketing tools, it can also be used for TikTok analytics. 17. Campaign Measurement KPIs. The Public Campaign Manager allows for creating campaign briefs with a 20% fee on influencer payments, while the Pro Campaign Manager offers private campaigns, basic reporting, and reduced fees. Measuring Influencer Marketing. Once you compare the data from your overall website traffic with the traffic generated by your influencer campaigns, you’ll be. Agencies. Use affiliate links to measure success. Set Specific Objectives for Each Campaign. , Van der Lans et al. The hit list of metrics you want to watch during an influencer marketing strategy campaign includes these: Post Engagements – The number of likes, comments, and shares on a post. Once you have found the right influencer (s) and launched your social campaign, measure the performance of your influencer content, usually by looking at the. Create personalized landing pages for each influencer 9. Find the right influencers. Campaign Monitoring. The Australian Influencer Marketing Council (AiMCO) has released a specialist guide on best practice for measuring campaigns. Metrics are the quantitative indicators that help you measure the results of your influencer campaign. Use both your goals and KPIs to measure your influencer marketing performance. Measure likes, comments, shares,. Influencer agency adopts brand lift metrics across campaigns to address measurement challenges. A best-in-class leader in social listening and media relations, Meltwater brings confidence to the process of finding and vetting influencers, measuring campaign ROI, and relationship management. The 5:1 and over ratio is already considered a stable and strong ROI for most businesses. reality: the report. Since you’re compensating an influencer for the post (s) they make, it’s best practice to establish your expectations beforehand through an influencer brief. There’s a well-established axiom in the. By measuring the sales impact of an influencer’s campaign, you can see if they are helping increase ROI and track incremental revenue from those inspired consumers who purchase what was shared on social media pages. In 2023, influencer marketing is set to hit $21. Influencer marketing has grown in popularity among brands in recent years, with a Meltwater study released in May finding that sponsored feed posts increased 27% year-over-year. The major reason for brands to take to influencer marketing is the incredible reach offered by various social networking platforms. We'll share with you how tracking and measuring your influencer collaborations will help you shape your marketing methods, what metrics to monitor,. But for companies who run campaigns in-house, finding the right influencers is the biggest challenge, according to a report by Influencer Marketing Hub. Remember that CPM is a useful metric for comparing the cost efficiency of different marketing strategies or influencers. Reach and impressions. Website Traffic. Two of the most important social media marketing metrics to keep in mind are post reach and post impressions. You measure the results of your campaign. 4. Measure brand awareness 11. Spend efficiency metrics. Engagement is one of the most vital KPIs in measuring influencer marketing success. Its influencer performance breakdown allows you to track content posts, total spend, revenue,. Measuring Success: The Influencer Way. In 2019 and preceding years, influencer marketing measurement's focus was relatively evenly balanced between differing campaign goals, but Conversion/Sales was the least-supported reason. co To help you out, we have put together this short guide explaining which metrics you need to track in order to evaluate the performance of your campaigns. Get an in-depth look at your brand’s social media health via Keyhole’s social dashboard feature. . Influencer marketing has a number of goals, including increasing your reach, growing your audience, driving engagement, and increasing traffic to your site. Influencer marketing. Pricing: Starts at $119, but this package might not be enough if you plan an influencer marketing campaign. Step 7. We’ll also take a look at a few strategies that can work best for each of them. We need to fill in the rest. Below is a simple formula from Mediakix that shows you how to calculate your Instagram influencer ROI: Profit Return. • Macro influencers: 100,000 to 300,000 followers. Influencer marketing is measured by taking several factors into account. Influencer marketing KPIs are quantifiable measurements that show whether an influencer is reaching their professional goals. io, Brandwatch is a name that brands must watch closely. One of these key metrics is Cost Per Mille, also known as CPM for influencer marketing. Solving the Measurement Complexities of Influencer Marketing. Our Black Friday Sale Is Up & Running! USE CODE TAG20 All Plans Available at 20% OFF!The Influencer Intelligence’s latest report, Influencer Marketing 2020, reveals 84% of marketers feel proving the ROI of influencer marketing is a challenge. Since creators are more approachable and relatable, brands can also build campaigns to improve customer experience and loyalty. 5% = average/good engagement rate. 1. Your YouTube influencer marketing campaign starts with finding the right influencer. To help you out, we have put together this short guide explaining which metrics you need to track in order to evaluate the performance of your campaigns. For measuring influencer campaigns performance. Measuring Your Campaign’s Success. When drafting up an influencer marketing strategy for any social channel, you must set clear goals to understand what success means. 8. Qualify your campaigns with meaningful ROI metrics such as earned media value, engagement rate and sentiment to successfully track and evaluate the value of your influencer relationships over time. Keeping goals in mind, identify who it is that you want to target, understanding specific demographics. Published on July 19, 2022. Influencer marketing measurement very much depends on how your brand sells. When measuring the impact of a brand awareness campaign, looking at your own brand’s social media presence is a good indication of whether more people have discovered your brand. And while these tangible results are important, it isn’t the only data that you should be considering, particularly if you’re launching a new brand, store or product. Engagement and sentiment are two metrics that measure how people interacted with your influencer campaign. The tool also helps the agency measure ROI based on customised dashboards that display detailed data and insights. For example, if you spent $500,000 on a campaign that generated $2,000,000 your ROI for this campaign would. Achieving Success with Influencer Marketing. The ideal way to measure CTR is by using trackable links. How to Know if Your Influencer Campaigns Are Hitting Their Goals. 2. Our in-house measurement style is designed to take into account the value of a viewer’s engagement with our campaign content, rather than merely showing the volume of that engagement. DIY influencer marketing software. With these changes, improving brand awareness also. CreatorIQ has long advocated for influencer marketing measurement standards and benchmarks. To maximize your campaign’s return on investment (ROI), you’ll want to focus on measurements surrounding brand, sales, and channel lift. Some. The tool streamlines the creation of social ad content and lets you measure impact in just a few clicks to see what’s working, what isn’t, and what needs to improve. Part of that data gathering step should include competitive benchmarking. The company partnered with 12 influencers in the food and lifestyle space, creating original content featuring the new product. 4. 18 May 2020. Influencer marketing campaigns are the short-term option. 11. Campaign Measurement KPIs. Best influencer management tools for your marketing team For new influencer managersHow do you measure ROI for an influencer campaign? Like any top-funnel marketing activity or brand awareness campaign, proving the value of influencer marketing historically has been difficult. How to Measure Your Influencer. If your goal is increasing sales, then using coupon codes can be an effective tool for influencer tracking, especially if you have hired multiple influencers and want to see how each is performing individually. Individual influencer metrics include: Total. 1 billion by the end of 2023, with 67 percent of brands reporting they increased their influencer budget. Influencer Marketing is a hybrid of old and new marketing tools. For example, if you spend $10,000 on an influencer marketing campaign and generate $15,000 in revenue, your ROI. 3. Businesses need to track an influencer campaign’s performance: You need some extra tools to measure the outcome of your influencer marketing. According to data from a 2021 HubSpot Blog Research survey, revenue is the most crucial metric to marketers when. Both indicators. Send influencers a brief with information on your brand and campaign. Brands find a college athlete influencer and pay for 1 or 2 pieces of online content endorsing a product. We’ll cover: Why engagement metrics are vital. Keyhole is one of the best and most affordable social media monitoring tools available. Without verified data, marketers can’t actually trust the metrics they’re getting from their influencer campaigns. What it is:. H&M has one of the largest Instagram followings of any fashion brand on social media today, due in large part to its influencer campaign with women who reflect H&M's style all by themselves. Coupon codes allow you to track sales and conversions before, during, and after a campaign. Xabier Vicuña. These traditional campaigns work in a very simple way. The last step of your influencer marketing campaign is to monitor and measure the results of your campaign. Influencer marketing ROI = (Revenue/Cost) x 100. One of the most important qualifications for influencers, of. Influencer marketing expands your brand’s reach and speaks to a generation tired of overproduced and inauthentic advertising. ROI is the percentage or dollar amount your brand gets back from your investment. Much like the Internet, the digital landscape of advertising is constantly morphing, adapting to ever-changing user behaviors, trends, and technological advancements. Brands are set to spend up to $15 billion on influencer marketing by 2022. Paid Media. 5. In 2016, Dunkin’ ran a successful influencer marketing campaign designed to promote its new Nitro Cold Brew coffee. 3. A lmost one in three Gen Z and baby boomers said content creators provided a sense of community during the pandemic. Like any other marketing campaign, measuring your return on investment (ROI) will determine success. As the C-suite takes note, both the opportunity and the accountability will increase. 10-$0. Elements, like your objectives, can make measuring influencer marketing ROI and conversions difficult. Formerly called Falcon. An influencer marketing KPI (key performance indicator) is a specific and measurable metric that indicates how well an influencer marketing campaign performs. Tracking CPC is especially important for paid marketing campaigns, as it allows marketers to identify which campaigns, ad sets, or keywords deliver the best conversion results. Built over time through common interests, content, or. Campaign briefs give you the power to easily outline relevant #hashtags, receive permission to track stories, approve posts and receive notifications. Measuring Influencer Marketing: Steps by Step. It takes the idea of celebrity endorsement and places it into a modern-day content-driven marketing campaign. This includes considering factors such as: Brand positioning and brand sentiment. com. Built over time through common interests, content, or humor. Use affiliate links. This measures the efficiency of influencer marketing investments and includes things like cost per post, cost per view, cost per engagement, and so on. #9. Then, seek influencers whose values, interests, and followers align with your brand. Metrics and KPIs for Influencer Marketing Campaigns. Report on total and per-post metrics, average audience information, ROI, best. Carusele, a leading influencer marketing agency, was founded in 2015 with a mission to deliver guaranteed results to top brands and retailers in the US. It's a multi-billion dollar industry with the potential to impact brand perception and sales. Influencer marketing allows businesses to reach new target markets, launch new services or products and drive traffic to their sites cost-efficiently. Step 1: Clear Goals. They help you find influencers, create connections, run campaigns, and track results easily. Influence's discovery tool tracks 30m+ global creators, making it easy to pinpoint the right influencers for your campaign. To measure the success of an influencer marketing campaign, use key performance indicators to help set quantifiable goals, such as making 100 sales in a month. So use metrics to inform your strategy. Want to know how to improve your brand’s influencer marketing campaign? We have a great blog post for you that is only a click away! Deep Dive into Reddit Ad. Brands are set to spend up to $15 billion on influencer marketing by 2022. One of the key influencer marketing KPIs that help you in this endeavor resides on your profile: number of followers. Pricing: Annual fees range from $50K–$500K. Measure your campaign results. Get the timing right. HypeAuditor's Instagram Reports allows you to analyze the quality of an influencer's audience, engagement rate, and audience insights including location, age, gender, and interests. This trio guides the. 3. Its philosophy is that influencer marketing is marketing to the influencer – brands need to build a trusting relationship with potential influencers. Tracking influencer marketing performance and learning from the data is the foundation of a solid influencer strategy. According to the Influencer Marketing Hub 2021 survey, the most common metric brands use to measure an influencer marketing campaign’s success is conversions or sales. When measuring the relative performance of an influencer marketing campaign, this can only be achieved by capturing KPIs relevant to its. Read Direct Comments. How To Measure Your Influencer Campaign. Analyze your influencer campaign. 2. The cons of influencer marketing. 3% of people report using conversions and sales to measure the success of a campaign. The brand’s Instagram influencer marketing campaign strategy is to collaborate with a wide audience through its Insider influencer program. Metric 1: Engagement. Nowadays, just like the proposal, most campaign reports take the form of a visual. If you consider social media is a great channel to run campaigns for your brand, you definitely want to grow your followers. To achieve your goals, you'll need to select the most relevant metrics to track and analyze. This is the metric that measures how many people are paying attention to your campaigns. TL;DR: If you want to start tracking campaigns quickly, go with promo codes. 100% free. The AiMCO Influencer Marketing. Brand Awareness. Conversions:Measuring the effectiveness of an influencer campaign can be a difficult task, but by analyzing the costs and comparing pre- and post-campaign results, businesses can gain valuable insights into. 2 ROI for every $1 spent on. Influencer Marketing. It saves your time and money. When possible, avoid asking influencers to play a role in your campaign immediately after following them. Be sure to analyze the growth of your brand’s social media followers to see if there’s a peak around the time of your influencer campaigns. Step 1: Set Clear Goals. This is the metric that measures how many people are paying attention to your campaigns. Every influencer marketing campaign is unique. Now, it’s time to use both your initial goals and KPIs to measure your overall campaign performance. To measure the increase in traffic, you can use tools like Google Analytics. March Madness is in full swing. With Storyclash’s free influencer search tool, you can research Instagram influencers that are talking about your brand. You can use link. Measuring Campaign Performance: Tracking the performance of your influencer marketing campaign is essential for evaluating its success. A best-in-class leader in social listening and media relations, Meltwater brings confidence to the process of finding and vetting influencers, measuring campaign ROI, and relationship management. Step 4: Monitor. You measure the results of your campaign. No Comments. Identify influencers and recruit them for your campaign. Measuring ROI From Influencer Campaigns In order to accurately measure the return on investment of an influencer campaign, you must have access to detailed data about the campaign. Engagement is one of the most important KPIs to track in order to determine the performance of your influencer marketing campaign. Part of that practice is to take an unflinching look at where you fell short or surpassed your goals and put together actionable insights to inform future campaigns. HypeAuditor. # of Engagements (likes, comments, shares, etc. Still, an influencer marketing campaign may require different metrics. Follower growth rate. Trusted by thousands of big-name brands like Unilever, Nestlé, and Delta, Brandwatch offers a number of features to help with marketing. If your goal is to increase your brand reach through your influencer marketing campaigns, you should track your campaign. Brand visibility . /PRNewswire/ -- Group. An individual influencer goal would detail the minimum amount the person would generate within that time frame. Results: With streamlined workflows, data transparency, and standardized performance measurement, Colgate-Palmolive's. Input. The most valuable commodity in this dynamic is not the influencer, but their fan base. Brands that allowlist influencer content or use UGC in ads can measure how those ads perform again non-creator campaigns. This means that an engagement of 3% could be good for Fashion influencers, but different value could be good for Fitness influencers. 3. Meltwater: Best Influencer Marketing Platform. Credit is usually attributed to a YouTube influencer Marketing campaign when the user purchases through a vanity URL, bit. IMAI Cons. But for influencers to be a credible part of our marketing mix, we had to prove their return beyond vanity metrics, as Marvin Chow, our VP of marketing, has pointed out. 2 – Use an influencer marketing platform to track influencer data. Sprout Social is a widely used tool that helps you monitor your influencer marketing campaigns by tracking hashtags and allowing your team to collaborate without any hitches. 85 for every dollar spent. Entertainment. 1. Step 4: Monitor Performance before, during and after Campaigns. To calculate your CPR, you need to divide your total campaign budget by the number of results you expect to get from your campaign. Influencer Marketing Measurement: Top Tips. Measure your campaign results. While the two metrics are pretty similar in what they measure, there are some differences. 5 Adjust and improve your strategy. Monitor and measure halo implications of influencer activity on non-influencer tactics. An influencer marketing KPI (key performance indicator) is a specific and measurable metric that indicates how well an influencer marketing campaign performs. Use analytics to track engagement, reach, conversions and other relevant metrics. Elements, like your objectives, can make measuring influencer marketing ROI and conversions difficult. Influencer marketing should be treated with the same rigor as any other marketing investment – tied to brand objectives. Measure success. Share the guidelines with your agency partners and align on the use of the guidelines’ definitions and calculations for organic campaign measurement and reporting. To measure and optimize your influencer marketing metrics, you need to use the best tools available. After launching your influencer campaign, you’ll want to track how it does over time. Learning how to track influencer marketing campaigns can be a challenge, especially if you’re relying on a combination of influencer-provided metrics and stats from your brand’s Google Analytics platform. Influencer Campaign Engagement Metrics. Too often we only look at reports when a campaign ends or when our boss asks to see the numbers. Not only has influencer marketing evolved but also the tracking of ROI in a marketing campaign. Key Metrics to Measure for Social Media Influencer Campaigns. Once your influencer marketing campaign starts, the campaign brief should a sample group of your total targeted influencer population. 7B in 2020. Agency ran its first influencer campaign in December 2016, and by January 2019, they had orchestrated thousands of successful campaigns for more than 50 clients and created an in-house project. Measurement and brand awareness are definitely not two peas in a pod. Define clear goals, track KPIs (engagement, reach, conversions), use UTM parameters, unique promo codes, and sentiment analysis. 3. If you're planning any sort of influencer marketing campaign, this is a good tool to check out. Audience Reach. When creating your influencer marketing campaign, you need to properly decide what metrics you should look for in regards to the influencer in order to ensure. Step 3: Use Trackable Links. If an audience is inspired to act, your campaign is doing its job. Recording Your Influencers’ Activity. You can use software to help you track metrics like engagement, brand awareness, and impressions. Every stage, from selection, to campaign management, to reporting requires a. ly, or promo code. Before we dive in with the metrics you should be tracking, Bannersnack‘s Robert Katai argues that “there is no ONE most important KPI when tracking. With influencer KPIs, you can decide on social accounts for your campaigns without making major concessions on price and conditions. Influencer marketing is a modern twist on celebrity endorsements, leveraging social media. About half of respondents (51%) also say that it takes a. Keep an eye on qualified leads 10. Decide the type of campaign you’ll run. Captiv8. Metrics provide you with the data you need for a number of different areas: To know when to post for the most engagement. Influencer Campaign Engagement Metrics. Our influencer marketing software takes care of tracking KPIs, so that you always know exactly how every campaign performed and which influencers delivered the best value for you. Mastering. Content is published and amplified across channels. If you’re running a major campaign on Instagram (let’s say for a product launch, holiday sale or important partnership), you want to know how well the campaign is performing. In order to measure the potential before the campaign, WOMMA recommends assessing some basic aspects of the influencer: The volume of offline conversations and brand awareness. To calculate your ROI, you can use. Yet there remains a lack of transparent, independent and. As the category takes up more of the global marketing spend, brands are demanding more from the measurement of their influencer marketing investment. This will help you craft a pitch – if creating and sharing blog posts on Twitter is what works best for a certain influencer, that’s probably what she should do when working with your brand. Setting overarching goals will guide you toward the right key performance indicators (KPIs) and metrics to accurately assess your influencer campaigns and make improvements faster. Key features. Through programs like Amazon Associates, you can create. Influencer marketing is a great way to reach your ideal target audience. You have vanity metrics to track and the nuances of different influencer strengths and weaknesses. 1. Influencers fall into five major tiers:A good ROI ratio for marketing 5:1. 7 billion in 2020. When measuring the impact of a brand awareness campaign, looking at your own brand’s social media presence is a good indication of whether more people have discovered your brand. Discover it here. For example, the number of sales, amount of sales, average order value (AOV), and any other metric you track. 4 billion in 2022. Cost per post. Engagement metrics to consider tracking include engagement rate, clickthrough rate (CTR), and cost per click (CPC). However, EMV baselines fluctuate like the stock market. Campaign Measurement. Just mentioning your brand in a social media post isn’t enough reason for you to partner with an influencer. Captiv8 is an end-to-end influencer marketing platform for athletes, sports influencers, and a host of influencers in other industries and niches. Amanda Bailey November 3, 2023. Successful influencer campaigns require clear goals and long/short-term success metrics. NordVPN. This is how you’ll determine the level of success you’ve had in reaching your audience with the help of the influencer. Once you measure and analyze your results, it’s time to reflect them in a report that you can deliver to your client or manager. Measuring Influencer Marketing: Steps by Step. Like any other marketing effort, your influencer marketing campaign needs a concrete vision and goals to succeed. Perform market research to analyze the activity of an influencer's community so you can set a reasonable goal of how many leads, conversions or sales you can expect from their. Grin makes it easy to measure the success of your campaign. The main issues concern: Brand awareness campaigns are always hard to measure. By Chloe Huffman January 16, 2023 January 19th, 2023 Education, Measurement & Attribution 11 Min Read. Engagement is, arguably, the most important of the three metrics to pay attention to when you’re measuring social media success. Spend efficiency metrics include: Cost per Post (CPC) = total cost of contract / # of static posts. 2024. However, in 2020 things changed, with Conversions/Sales taking a clear, undisputed lead, which it has kept ever since. Storyclash. Your influencers produce content. First, it will help you assess the results of an influencer marketing activity. Influence on third parties. 1B ( The State Of Influencer Marketing: Benchmark Report 2023). The most direct way to measure influencer sales is via click-through and conversions from creator-based ads. Services Offered: Influencer Search & Discovery, Relationship Management, Campaign Measurement, Sales Material Generation, Audience & Industry Research, Real-time Reporting Channels: Facebook, YouTube, Instagram, TikTok, Twitch Steering the influencer landscape in 2023, Brandwatch Change Makers offers an unprecedented. In 2020 and 2021, however, it has a clear, undisputed lead. Measuring Influencer. It lets you find the right kind of social media personality for your needs and reach, which is crucial when it comes to your target audience’s reach. Campaign CPI = Total cost of the campaign (i. ROI that's Klear: Track and attribute sales, revenue and costs to find your true Influencer ROI: Next-level influencer campaign measurement software. Whether you’re looking to boost brand awareness or drive sales, tracking (and analyzing) KPIs lets you understand what works and what doesn’t — so you can make informed decisions. Data plays a crucial role in measuring influencer marketing KPIs. This includes your first contact with an influencer and every interaction you have before, during, and after launching an influencer marketing campaign . Impressions and Reach. An influencer marketing tool helps you measure your campaigns’ effectiveness with campaign analytics, including reach, engagement, and sales. Influencer Marketing ROI Formula. Through programs like Amazon Associates, you can create. Features. 4B industry, and is predicted to increase by 29% in 2023 to $21. 7 billion in 2016 to $9. The Brand Guide to Full-Funnel Influencer Marketing Metrics. ; Businesses are making $5. 1. This keeps your strategy fresh, adaptable, and primed for success. Monitor and measure results. 1 question I hear from brand CMOs is whether influencer marketing can be measured, and the answer is a resounding yes. That way, you can have an idea of what numbers you should be aiming for with your KPIs. Channels: Facebook, Twitter, Instagram, YouTube, Pinterest, Snapchat. Methods. Here are some of the metrics that you should use for influencer tracking: 1. Country or region: Filter your search based on where the majority of a creator's audience is. While influencer marketing can be a highly effective way to reach target audiences, it’s important for companies to measure the profitability of their influencer marketing campaigns. You can compare your results to costs before your social activity will be activated. This data-driven approach allows for optimization and adjustments during the campaign. It's a game of sifting through granular data, reconciling disparate datasets, grappling. The agency is championing change in its partnership with ThisThat, setting a new standard and challenging industry-wide measurement concerns. Ben Jeffries, Co-founder and CEO of Influencer said “The No. From influencer. For example, if you spend $10,000 on a campaign that generates. Step 2: Consider a Wide Range of Metrics. Influencer campaigns can help with short-term sales, audience growth, brand sentiment, new product launches, and even vetting new product ideas before launching (among other things). At Google, we fundamentally believe in the value of influencers.