Trends & Innovation

Smart Pack: Influencer Channels: From Klout to Klouchebag

By Sam Dwyer, Econsultancy,

About this report

Klout made a splash among marketers and the public by putting a number on people's ability to influence friends and followers. It's unlikely though that anyone would have predicted a negative response so vehement that it would inspire the creation of a rival product that promised to measure levels of Twitter "asshattery."

Econsultancy's latest report, Influencer Channels: From Klout to Klouchebag explains the basics of opt-in influencer marketing channels, and explores the topic that is on the tip of the industry's tongue: why influencer scoring causes such strong reactions, and how brands can manuever around it to succeed with a tool that has enormous potential for growth.

This document includes:

  • A brief overview on the development of influencer marketing
  • An original explanation of what influencer channels are, and what they have the chance of becoming
  • Overviews of what the products look like, how they work, and examples of how brands have used them
  • A small case study about what Klout could, and couldn't deliver for a startup business
  • An interview with David Armano, EVP of Global Innovation and Integration at Edelman Digital, about potential future uses of the product
  • A concluding meditation on whether or not brands are hindering the potential of influencer channels by asking for the wrong metrics

This 19-page report is the sixth in a series of Smart Packs developed by Econsultancy that explore emerging trends and new areas relating to digital marketing.

Table of contents

  1. Introduction: what is an influencer channel?
  2. Product overviews: Klout, Kred, PeerIndex
    1. Klout: the market leader
      1. Inside a small campaign with Klout
    2. PeerIndex: superior targeting
    3. Kred: building communities
    4. What have brands offered through influencer channels?
  3. Be careful what you wish for
  4. Why influence measurement is controversial
  5. The new potential
    1. Why marketers using influencer channels should hang tight and ignore the naysayers
  6. About Econsultancy
    1. About our Smart Packs


  • Pdf SAMPLE: Smart Pack: Influencer Channels: From Klout to Klouchebag (597 KB PDF)
  • Pdf Disabled Smart Pack: Influencer Channels: From Klout to Klouchebag (1.37 MB PDF)

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