How are you integrating technology to track KPIs?

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There are some things we still calculate manually, like the cost of acquiring new customers. But we use Kolsquare to measure our reach, to track the amount of content we generate , to estimate EMV . Kolsquare is very useful for reporting because our story-based approach makes tracking more complex. With Kolsquare we can centralize all the content and review it whenever we want. It's very convenient and makes things easier.

How are you managing the rising costs of influencer marketing?
Prices have gone up and that is definitely a challenge for a small brand like us. Our solution is largely about making the right decisions in advance, identifying the right people to work with and making sure that our investment will result in a qualitative and creative commitment from them. Sometimes we have to work with fewer people.

Higher prices make it much more important to research influencers first. Kolsquare comes into play here because it allows us to verify the origin and quality of the influencer’s community. It is also very important for us to check the collaborations an influencer has with other brands. As an ethical company, we cannot afford to work with an influencer who collaborates with brands that are not consistent with our values.

Do you prefer long-term collaborations to one-off activations?
Yes. We do a lot of influencer testing and prospecting. We offer them a trial period to probe their community and make sure we are relevant to each other. If it works, if there is a minimal shift, we start working long-term. We like to collaborate with influencers for a minimum of six months because, in terms of our specific business model, we know that there are quite a few barriers to signing up for a membership. To counteract that, we try to work on a repeat mechanism to reduce one-to-one biases between communities. We have noticed that over six months, the number of subscriptions doesn’t necessarily go down, but rather stays flat or even increa vp engineering email database ses. [Long-term collaborations also] allow us to lower prices because we guarantee the influencer’s income for six months, and they allow us to build stronger relationships that will provide more qualitative content, and more content in general.

How are Instagram's algorithm changes affecting La Fourche?
We are forced to adapt. We are suffering because we sometimes reach fewer people when certain accounts are less visible, while still having the same fixed costs. Our cost per view can then go up because fewer people are reached, as the algorithm has deprioritized content. We have to try to maximize the content promoted by Instagram , but is it content that will convert? That is less certain. People will see it, but it won’t have the same impact.

In the end, this is just one of the evolutions we have to work with and adapt to, just as the market is becoming more mature or prices are rising. We hope that these changes have the positive side of forcing brands to be more relevant and giving a competitive advantage to companies that really try to change something for their consumers.