Perception doesn’t always mirror reality.
Thus, D’Marie Group Inc., the New York social media analytics firm launched last year, is continuing to help make things more clear in the world of compensation and valuation when it comes to social media marketing. The company, which last year introduced its app and platform aimed to be a tool for influencers — ranging from models and musicians to bloggers and athletes — to help pin a value on their social media profiles and act as the basis for discussion when it comes to working out compensation with brands.
It’s helping, said D’Marie chief executive officer Frank Spadafora, but those conversations could use some more help. Later today, the firm’s D’Marie Analytics division releases the first of what will be monthly reports analyzing the top 2,500 influencers on its platform of more than 8,900.
“I think a lot of brands are confused about what exactly it is they’re paying for, especially when the talent agencies are unable to provide backup or basic statistics about somebody’s influence,” Spadafora said. “What’s unique about social media is this is the first form of advertising that can directly monetize influence.”
D’Marie looked specifically at Facebook, Twitter and Instagram. Recent news that Snapchat is developing an open application interface would open the doors to helping monetize the site and could mean Snapchat analytics would eventually also be included in the D’Marie report in the future, Spadafora said.
Female musicians came out on top in the July report when looking at Facebook, Twitter and Instagram and then measuring that across 56 different metrics to come up with an average value per post of $31,181. That group includes Katy Perry, Taylor Swift and Beyoncé, among others, and, anecdotally, the value-per-post figure represents an increase, according to Spadafora.
The next most valuable groups are male actors, with a value per post of $22,645 and female celebrities or public figures, with a value of $22,518.
The bloggers analyzed in the group were mostly in the fashion and lifestyle arenas, with male bloggers’ value per post across the three social media platforms at $14,353. Female bloggers’ value per post totaled $3,067. The reason for the high margin of disparity between male and female bloggers is not only due to there being fewer men blogging, which impacts the average, but their spheres of influence can be much more potent, with content by males for males producing higher click-through rates, Spadafora said. He also added the more popular male bloggers have only gotten more popular over time, while the lesser-known bloggers have remained in their same positions.
Regardless of the category being studied, the values per post presented in the report represent increases across the board, according to Spadafora.
“No one group has gone down [in value], and part of that goes to the fact that consumers are now looking more and more toward social media — specifically Facebook, Instagram and Twitter — to make purchasing decisions,” he said. “Brands have gotten much more savvy in investing in social media via influencer campaigns.”
While much of the report’s format on the top 2,500 influencers will be the same from month to month, D’Marie will also include an analysis of something topical that will vary with each report.
This month the company ranked the top 10 most valuable print magazines for advertisers based on social media, with Vogue ranked number one on the list. That’s followed by Cosmopolitan, People, Teen Vogue and Vanity Fair rounding out the top five.