How Brands Can Tap Micro-Data in Social Campaigns
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A few years ago, Netflix accomplished an unprecedented feat: It deconstructed Hollywood. Through a painstaking reverse-engineering process of meta-tagging every movie and TV show imaginable, Netflix developed some 76,897 “altgenres,” give or take.
The entertainment giant had realized that merely dividing content into big buckets like “comedy” and “adventure” didn’t tell them much about what people were watching. Instead, Netflix needed to divide it into “African-American Crime Documentaries” and “Scary Cult Movies from the ’80s.” Doing so helped the company figure out what viewers were watching. Netflix used that data to create shows like “House of Cards.”
Brands exploring influencer marketing similarly have a golden opportunity to deconstruct social influencers across the entire web. By reverse-engineering robust profiles of influencers and their followers using increasingly micro-focused sets of demographic, behavioral and engagement data, digital marketers simultaneously improve their abilities to create the most effective campaigns and to connect with the most relevant followers.
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