Influencer marketing has gained a lot of traction this year, and it is predicted to grow even more in the future. One of the problems of running a successful influencer marketing campaign is selecting the right talent. Klout, the social media analytics and ranking site, has a new feature that displays the expertise of certain users.
Klout pages already display the overall score of a user, top moments from users, and short list of user-selected focus topics. Today, Klout announced a new feature wherein it will highlight the topics in which the user an expert. Other topics without stars are simply areas of interest, as they were before the change. For example, Ellen DeGeneres is now noted as an expert in celebrity, entertainment, movies, and LGBT topics.
Rob Tarkoff, President and CEO of Lithium + Klout said in a press release:
These new features make Klout more meaningful for more people than ever before and reintroduce context and trust back into everyone’s online experience, our power Klout users and those with high Klout Scores will be publicly visible for the expertise they have built over the years on topics they are passionate about.
He adds that these features will be useful even to those who don’t visit Klout. In other words, people won’t have to sign up for an account to find the influencers and experts in specific topics.
This is a significant revamp of Klout and acknowledges definitively that influence and expertise together are a more powerful measurement for today’s online users, consumers, and brands alike.
Marketers are perhaps the group who will benefit most from this new feature. According to a 2014 report, many brands currently using influencer marketing have trouble identifying the right influencers. The same report also indicated that only nine percent of marketers viewed Klout score as a valid indicator of influence. Now that Klout specifically measures expertise, marketers may have a new tool for identifying the right influencers for their campaigns.