In a QFQ with Maddyness, Jenny Tsai discusses how WeArisma meets the need for understanding brand performance on social media, where 40% of Gen Z now prefers TikTok and Instagram over Google. WeArisma’s analytics help brands track their visibility and effectiveness on these platforms, providing insights into influencer impact and opportunities for improvement.
Published On: August 10, 2023
Jenny Tsai on Influencer Marketing and Earned Media
As part of their quick founder questions series – or QFQs – Maddyness spoke to our CEO, Jenny Tsai, about influencer marketing, earned media measurement and building brand affinity with Gen Z and millennials.
Jenny Tsai on how WeArisma answers an unmet need:
“The nature of how consumers search for things has changed. Google used to be the first port of call, today billions of consumers start their purchasing journey much earlier on through recommendations from influential sources. In fact, 40% of Gen Z users now prefer to use TikTok and Instagram for search over Google. This makes it vital for brands to understand how they are performing on these earned media channels and how to improve.
And while it is easy for a brand to identify whether they’re on the first or fifth page of Google search, many brands are unaware of how they rank across these earned media channels and how their products are being recommended ahead of other brands. They also struggle to understand how well influencer content is being received, how competitors are performing on these channels and which gaps/opportunities they should capitalise on.
WeArisma’s earned influence analytics offer similar insights into the prominence of the brand and its products on social feeds, helping brands drive to the top of mind of billions of consumers via influential sources they trust. The platform goes beyond just quantifying brand mentions and engagements from influential third parties but can also assess if these interactions are effective in driving brand affinity and commercial impact.”
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