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How many likes did your recent Instagram post get? How many clicks? How many sales came from your influencer programme?

Hopefully, you’re tracking all of those things. But have you ever tracked the ‘why’?

Data can only tell you what people are doing, but not why they are doing it. This is why we are reviewing campaigns through a psychology lens to analyse and understand and your consumers’ decision making and motivations. Once you understand the ‘why’ behind a campaign, you can replicate its success and scale your influencer growth programmes.

Learning to think like a behavioural scientist can transform the way you analyse your campaigns as you combine data and psychology to properly understand your campaign results. We’ve included three of our strategy team’s top tips to start thinking like a behavioural scientist.

Ideally, this analysis is run on a specific campaign as part of an influence audit. However, these tips are fun exercises to start building your understanding of how psychology impacts influence.

Three quick tips:

1. What are some of the key differentiators of your influencer content? Plot these against the results each influencer drives through tracked links to identify whether there are patterns in your data

For example: The word count on influencers captions can impact the engagement rate. For one client, the top 3 performers captions were 50% shorter than the lowest 3 performers and included paragraphs instead of a block of text.

2. One of the key differences between influencers and other marketing channels is the human connection. People trust people so don’t forget to consider the person behind the channel - how will their personality, presentation style or even tone impact the content? When you analyse how different approaches are impacting your results, you can use this to inform future collaborations.

For example: Our AI tool Fides recognised that the influencer's body language in YouTube videos had a significant impact on campaign CPA, which can be further explained by the psychology behind the human connection.

3. Break down your audiences into their niche passions. Establishing niche communities that are tightly bound by shared interests can be one of the strongest sources of influence. Exactly what binds them might be a surprise though!

For example: We have identified everything from gardeners having the highest purchasing power over reading habits to comedians shifting sustainability habits.

You can apply for your own free influence audit from Tailify as part of a short-term promotion here. The full audit will combine the power of human and artificial intelligence: run by our award-winning strategy team and fuelled by our unique proprietary AI tool, Fides.

Esme Rice is marketing director at Tailify