Selecting KPIs (while doing influencer marketing) that align with your goals is the most effective way to measure the impact of your campaigns and calculate your ROI. So many metrics available can confuse you so we have made a list for you to know which ones are the best!
We will discuss a few that should be common for any big or small campaign, one by one:
1- Reach
After launching an influencer marketing campaign, the first thing that you should be analyzing is the reach of the posts that you have crafted for your campaign. This will give you an idea of the ‘impact’ being generated by your chosen influencer for your brand
Reach = Impact
There are various ways to analyze reach. At a macro-level, you’d definitely want to look at the size of your influencers’ audience and then any growth in your brand’s social media followers after launching the campaign. Next step is to see how many content views and impressions your posts are getting.
It’s good to use precise data insights through an influencer-marketing platform like Tableh.
Keep track of the following analytics to measure your brand awareness while running an influencer marketing campaign:
- Followers:Size of the follower-base that your influencer has?
- Your followers:Has your audience expanded/increased since you started collaborating with an influencer?
- Impressions:How many times have your posts been in the feed of people who follow the influencer?
- Total reach:Number of people to which the posts reached?
2- Social Engagement
This KPI can help you identify how engaged your influencer’s audience is with your content. Remember that the more engaged your target audience is with your brand, the more successful your influencer has been in generating positive brand sentiment and creating meaningful interactions with their audience through content. In other words, this KPI gauges the number of people an influencer has managed to convince to connect with your brand. The goal is to get more people have wanting to connect and engage with your brand as this will lead to more potential customers. Engagement is also a good indicator of how well does your brand resonate with your influencer’s audience, which can help you short-list the most engaging influencers for long-term partnerships.
Here are the concrete ways to measure campaign engagement:
- Likes
- Comments
- Shares
- Mentions
- Campaign hashtags
3- Campaign ROI and Conversions
Lastly, when it comes to tracking influencer marketing KPIs, you need to make sure you are investing in the best influencers to ensure the highest possible return on your investment.
An accurate and better than the rest method to calculate ROI is by looking at Earned Media Value (EMV). EMV informs about the success of any influencer campaign. It gives a fair comparison of how much you would have invested in paid campaigns to get the same results. You can compare cost per purchase / sign up/ download of an influencer marketing campaign through Tableh and draw a comparison between it and the cost per conversion through any other paid media channel like Facebook and Google Ads.
