Paving the Way for Influencer Marketing Data Beyond Likes, Reach and Engagement

Leading influencer marketing and social content creation SaaS platform, Popular Pays, is excited to announce Group RFZ, a digital measurement firm helping clients understand and demonstrate the impact of influencer and content marketing on top-of-the-funnel or brand building efforts, as the first organization in their new Partner Program. The Popular Pays Partner program adds a layer of service and insight to their clients to lead the industry with transparent, comprehensive and actionable data.

“We view Popular Pays as the foundation for collaborating with influencers or content creators, but there’s also an entire host of amazing tech and service providers around this ecosystem,” says Popular Pays Co-Founder and CEO Corbett Drummey. “Group RFZ impressed us with their ability to add data and rigor around an area of influencer marketing that traditionally is hard to measure, namely organic posts.”

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Using first-party data, Popular Pays provides clients with verified data on campaign performance such as engagement rates, impressions and audience demographics. Group RFZ goes a step deeper by using a proven research methodology consisting of a control/exposed survey approach. Unlike other approaches, Group RFZ gets insights from the influencer’s audience – a crucial step in measuring the holistic value of influencer marketing. The resulting insights around top-of-the-funnel efforts are key to helping marketers understand how their efforts impact consumers’ emotions and attitudes.

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A recent brand case study showcasing Popular Pays and Group RFZ’s partnership revealed a 21% difference in unaided awareness of the brand between those that saw an influencers’ post and the control. Ad recall of the post was 43%, a higher rate than other influencer marketing studies Group RFZ had previously conducted.

“This type of research and data really helps to prove value beyond likes and impressions for influencer marketing,” says Group RFZ Co-founder Gary Zucker. “Our partnership with Popular Pays works to extend the incredible work that they’re already doing and provide a deeper understanding of how their platform truly enables clients to move the needle for their brands in a meaningful way.”

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