Before we get started, let’s get one thing out of the way: Because they (a) don’t measure performance or (b) don’t measure the relevant metrics, many businesses don’t know if their influencer campaign is successful. Are you aware that there are eight key variables you may monitor to evaluate your influencer marketing campaign? Are you following the correct people?
Influencer Marketing Campaign Metrics
Set attainable objectives
The most crucial step in measuring influencer success has nothing to do with tracking Influencer Marketing Campaign Metrics in the first place. In reality, it occurs long before there are any figures to keep track of: Setting objectives.
The advantage of marketing is where you can track nearly everything with numbers: conversions, clicks, followers, impressions, reach, views, and so on. However, until you know which figures are significant, you’ll find yourself drowning in a sea of random statistics with no true comprehension of progress. Setting objectives will assist you in determining what to prioritise, what to consider second, and what to disregard.
People are aware of your brand, services, or products. Impression, reach, and views are all crucial in this scenario.
People are interested in your brand, services, or goods, which leads to engagement. This includes things like likes, comments, shares, and retweets.
Conversion: People are interacting with your brand, services, or products. This includes clicks, sales, downloads, registrations, etc.
Reach and impressions
The distinction between Reach and Impressions was discussed in our post of How to Increase Instagram Reach. They are, however, frequently combined together to symbolise attentiveness.
When you run a Facebook ad, for example, you’ll always get updates on the projected impressions and reach that your ad received. This simply refers to the number of times your ad has been seen (impressions) as well as the number of different individuals that have viewed it (reach).
Influencer marketing in the same way: each influencer’s post has its own estimated reach and impressions. So, based on how many people have seen all of your postings, the cumulative figure will give you a sense of your brand awareness.
Account Growth
Looking into your own brand’s social media presence while evaluating the effectiveness of a brand awareness campaign is a solid indicator of whether more people have discovered your business. Make sure to track your brand’s social media growth to see if there’s a spike around the time of your Influencer Marketing Campaign Metrics.
Have influencers tag your brand’s social handle to assist drive optimum development! This is a fantastic method to get their audience to check out your account and help you develop organically! Even if the influencers have a smaller following than you, being presented to new audiences is always beneficial!
Brand Engagement
Your social media visibility isn’t limited by the size of your account. Customers connect with your brand through likes, comments, shares, and retweets, which all result in valuable brand engagements. At the same time, keep in mind that consumer conversations about your brand extend beyond direct encounters, so monitor hashtag usage, brand tagging, product mentions, and so on.
Influencer marketing may help your company produce fresh content and interaction from other Instagram accounts if done correctly. Because everyone has some level of influence, developing a community around your business may effectively recruit new influencers for free.
Valuable New Content
The term “content creator” is often used interchangeably with “influencer.” That’s right: each and every Instagram post, description, YouTube video, tweet, Facebook live, and other piece of content is valuable. A good piece of content is still a good piece of content, whether your influencer has 10 followers or 10 million. What’s even better? It wasn’t necessary for you to make it yourself.
The amount of content is another important monitoring metric. How many new pieces of content have you been able to create as a result of a social media influencer campaign? Was there a prior agreement for content ownership between you and the influencer?
If you answered yes, you have permission to use the influencers’ photographs not only on your own feed, but also on your website, newsletter, and other marketing materials.
Increased Traffic
Important brand interactions can take place outside of social media, which is why having a clear connection to where people may buy your product, learn more about your company, or sign up for newsletters is critical.
There are a variety of methods to include a connection to an influencer’s content, including an Instagram story swipe-up link, a link in the bio, a link in the Youtube description, a link in a blog post, and so on.
You may take it a step further and give each influencer their own monitoring URL. This will enable you to follow the growth of your website traffic and determine whether influencers have contributed to the increase. You may create tracking links for multiple destinations on your site, depending on your goal: for example, a product page, a blog piece, or your home page.
Sales Growth
Providing each influencer with a referral link or unique promo code is the most efficient approach to measure and attribute sales progress. Customers may save money by using these coupons, while influencers may earn money by promoting them.
You can track this Influencer Marketing Campaign Metrics which influencer is making the most sales using a unique code or link. It’s a true win-win-win scenario that everyone can support.
Conclusion
Goals must be defined for reviewing outcomes in influencer marketing initiatives that you want to undertake in order to have good outcomes. Once those objectives have been established, track the influencer’s success as well as the campaign’s metrics.
Influencer marketing may help your company reach out to a new audience, improve traffic, and raise brand recognition. Spend the time necessary for proper planning in order to conduct a campaign that will get the outcomes you desire.
