How to make our customers more efficient by reducing time-consuming tasks?
State of playOne of our customer's main task to operate influencers campaigns is to identify the perfect influencers. I mean, the ones whom will generate the more engagment from their audience, and thus who will generate the more revenue.
Main Issue(s)As 80% of our customers' campaigns are on Instagram, they are used to browse from profile to profile, reading comments, watching who likes posts, to find influencers on specific subjects. Once they find several profiles, they try to explore the community of these ones, with dedicated paying tools. This task is qualified by our customers as the most time-consuming and boring task of their workflow.
After many talks with our customers, we understood that the exprerience on Kolsquare wasn't as optimal as using Instagram to browse profiles. Two options were available: improve the experience on Kolsquare, or entering into the habits of our customers. We choose both. 😉
The strategyTo improve our solution we conclude that:
- we could improve the browsing experience by adding some previous / next buttons to go from profiles to profiles
- we could add a "similar profiles" section. This point is a bit more tricky as we have to determine first what is a similar profile (community size, influencer theme, community interests, community socio-demographics, a mix of these options?). Moreover, Instagram is not really displaying similar profiles, but only suggestions (profiles in relations with the one you're watching), and our customers are so accustomed to this browsing experience, that they clearly assimilate similarity to suggestions.
Above: the extension in action.
Once you created an account on the extension, you could watch, while browsing profiles on Instagram:
- Basic Profile informations
- Audience Quality Score (information sent by our data team)
- Evolution of Audience and Engagment rates of all the networks of the influencer, plus links to those networks
- Socio-demographics statistics of the followers (age, gender, location, interests, languages...)
If you are a client of Kolsquare, you have access to premium features linked to Kolsquare, such as:
- Add to your campaigns or favorite list
- Take notes on the influencers
- View the detailled influencer profile on Kolsquare
- Watch the likers socio-demo statistics
Above: different screens of the extension.
The sequencingWe choose to address this project in three phases:
- Creating a MVP of the extension and in the meanwhile adressing the prev/next buttons.
- Testing the MVP with our customers and our internal agency.
- Developping and marketing the extension, and then iterate fast