H+K launches Sherlock+ influencer tool to move beyond 'usual suspects'

Hill+Knowlton Strategies has launched an influencer mapping dashboard, built in partnership with social media analytics firm Brandwatch, which it says will help clients realise there is more to influencer marketing than turning to the same "usual suspects" every time.

Sherlock+ provides real-time data and a ranking of the influencers with the most impact across eight different industries and 45 topics. The tool was launched at an event in the Haymarket Cabana at the Cannes Lions festival this morning.

The company says that while the average click-through rate of a banner ad is around 0.1 per cent, rising to two per cent for a Facebook post, this can be upwards of 16 per cent for a well-placed post by an influencer.

However, H+K's director of content and publishing says that some firms' influencer marketing fails to hit the spot because they rely on the same "usual suspects", well-known and overused influencers.

Vikki Chowney said: "The way we work with influencers has changed, evolving from a purely PR-led exercise to something marketers can leverage to create bigger value. The usual suspects aren’t the only option, and when they get overused, it’s no good for anyone. Sherlock+ is our solution to this black book fatigue."

While influencer-based campaigns are increasingly recognised as a vital weapon in the PR professional's armoury, there remain questions over whether the industry is using that tool as effectively – and ethically – as it should

H+K explains Sherlock+ in the video below:

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