![]() ![]() A SYLO score of 90 doesn’t mean the post is an unqualified success, just as a score 30 doesn’t mean it’s a failure. This means the score shouldn’t be viewed as an overall measure that can be compared to other creators. The score applies to each piece of content that an influencer creates, and the content’s performance is judged relative to other content by the same influencer. Once they’re signed in and their social accounts are connected, SYLO goes to work crunching all the data and scoring all their past posts. The goal is to be fully transparent for the sake of all parties. Also, creators can login and track their own performance using a mobile app: the numbers they see are the numbers the brand sees. There’s no breach of the creator’s privacy most of the data that’s parsed is never seen by the brands and is only used to inform the SYLO score. Getting the influencers that you work with to sign on to SYLO shouldn’t be that difficult, as brands using the platform can simply make it a stipulation of working with them. Because they’re authorising the access, SYLO can go much deeper into their profiles, and their audiences, than another platform that’s pulling data through the more restrictive public APIs. ![]() This means that the influencers you’re working with have to sign on to the SYLO platform and give it access to any of the social accounts you’ll be working with them in. They can’t make claims to some kind of all-encompassing standard without having a whole mess of data to prop the whole enterprise up. Vendors who bid for placement can be identified by the yellow flag button on their listing. ![]() Vendors bid for placement within our listings. It just lacks context, the addition of which can open up some new insights. It’s not even that the data from your influencer marketing platform of choice is suspect. Metrics from the company you’re paying to run your influencer campaigns should be taken with a grain of salt, they say, and it’s hard to argue with that. SYLO is betting that companies running large scale influencer campaigns are going to want more reliable ways to judge their performance. The SYLO score, on the other hand, is based on hard data from each and every individual that interacts with the content (more on that in The Details). The Nielsen numbers came from a small sample of the demographically representative American public, and the final numbers were extrapolated out based on their viewing habits. SYLO is like that, but much more accurate. Having strong Nielsen ratings means networks could charge more for advertising, pointing to rock-solid data showing however many millions of viewers there were compared to competing shows. For those of you who think TV has always been streaming, here’s a brief refresher: SYLO is referring to the organisation that measures and scores audience viewership for television programs in the United States. SYLO describes itself as “the Nielsen ratings” of influencer marketing,” which would be a great description if anyone remembered what the Nielsen ratings were. Now, SYLO aims to set the standard (which-and I’m talking to you, SYLO-should be your slogan: “We set the standard.”). Meanwhile, websites like ours publish posts about how difficult it is to calculate ROI and other measures of success with influencer marketing, absent any kind of measurement standard. They’ve spent much of their professional lives analysing statistical models for digital media and marketing, and so have been keenly involved in these behind-the-scenes number crunching. SYLO’s two co-founders, Brett Garfinkel and Erik Schwab, have been working at the intersection of tech and media for nearly 40 years (combined). The company was founded in 2016, just in the nick of time, with the express purpose of providing third-party (read: unbiased) analytics on influencer campaign performance. How did the post do compared to the rest of the influencer’s body of work? On the surface, the numbers might seem impressive-this post got 100K likes and 22K comments!-especially if you weren’t aware that she regularly gets 5 times the engagement with non-branded posts. Metrics only give you an isolated picture, absent of context. Ultimately, though, they really had no standard by which to measure a given post’s performance. Or, they might have seen no tangible benefit and called it a failure. They might have gotten direct sales out of a campaign, or an uptick in followers, and called it a success. They’d get their standard metrics-reach, engagement, shares-and maybe some demographic data about the audiences. After the influencer marketing rush of 2016, a lot of companies that had thrown marketing dollars at influencers were left wondering what they’d just paid for. ![]()
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