Alexis Kestler
As a social media guru with over 5 years of experience running influencer campaigns, I‘m often asked – how do you accurately evaluate their success? Which key performance indicators should be tracked? In this comprehensive guide, I‘ll share insider tips to master influencer marketing measurement.
Influencer marketing spend hit $4 billion in 2022 in the US alone. But without monitoring the right metrics, it‘s impossible to determine true ROI.
Let‘s start with the basics…
Defining Your Influencer Marketing Goals
Well-defined goals serve as the foundation for measurement frameworks. Outline specific, quantifiable objectives you hope to achieve.
Typical goals include:
- Increasing brand awareness by 15%
- Generating 5,000 new email newsletter subscribers
- Driving 25,000 site visits from influencer content
- Boosting sales revenue by 20%
- Growing Instagram followers by 10k in 6 months
Drafting SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals allows for accurate tracking against benchmarks over time.
Key Performance Indicators to Track
With goals set, identifying key performance indicators (KPIs) allows you to gauge campaign success. As an influencer marketing expert, I evaluate 5 core metrics:
1. Content Quality Score
I work with influencers to establish content guidelines, aesthetic preferences, hashtag conventions, and embed links before creation.
Then I qualitatively rate the sponsored posts on a scale of 1-10 assessing:
- Visual appeal
- Brand consistency
- Production value
- Copy relevance
An average score below 7 warrants feedback and iteration for future partnerships.
2. Benchmarking Engagement Rates
Engagement rate is calculated as:
(Likes + Comments + Shares) / Reach
I track this metric for every piece of sponsored content, then compare against the influencer‘s typical posts and industry averages.
For example, a 3% engagement rate may seem low at first glance. But for an influencer with 1 million followers, it can outpace the 0.5-1% average engagement commonly seen.
Optimizing these rates comes down to compelling content and creative calls to action.
3. Monitoring Reach and Impressions
Influencer marketing thrives on awareness. I closely track:
Reach: Number of unique accounts that had sponsored posts served to their feed
Impressions: Total number of times the content was displayed to users
These metrics showcase your potential exposure and scale. I leverage Instagram and influencer platform analytics to track them.
4. Analyzing Conversion Rates
Conversion rate is one of the most pivotal indicators of ROI. This measures what percentage of viewers took your desired on-site action – email signups, downloads, purchases etc.
I meticulously A/B test landing pages, promotions, and calls-to-action to lift conversion rates.
For example, prominently displaying social proof elements like testimonials and reviews can increase conversion rates by up to 15%.
5. Calculating ROI
The holy grail. As an expert, I factor in influencer fees, product/inventory costs, team hours, and marketing overhead to determine campaign profitability.
I tally gross revenue generated from conversions then use this simple formula:
ROI % = (Revenue – Cost) / Cost x 100
Top performing influencer collaborations for my clients have delivered 500-800% ROI.
The key is partnering with the right influencers and optimizing conversions.
Leveraging Influencer Marketing Platforms
Streamlining influencer discovery, management, and tracking in one place maximizes ROI potential.
| Platform | Key Features |
|---|---|
| Ainfluencer | Influencer Search & Discovery, Campaign Management, Performance Analytics |
| CreatorIQ | CRM Influencer Database, Relationship Management, Benchmark Reporting |
| Traackr | Influencer Scoring, Automated Reporting, Workflow Management |
For example, through Ainfluencer I can:
- Discover influencers based on niche, audience demographics, content metrics
- Manage collaborations from briefs to contracts
- Track reach, engagement, conversion performance
I always advise clients to leverage platforms right-sized for their needs.
Optimizing for Engagement and Conversions
Now for my insider tips on maximizing influencer content performance:
Craft Compelling Messaging
Champion influencers to convey authentic stories and experiences. This emotional connectivity converts at higher rates.
Incentivize Calls to Action
Prompt users to take action with discounts, giveaways, lead magnets. Send these directly to top influencers to share at their discretion.
I‘ve increased conversion events by up to 25% this way.
Personalize Landing Pages
Create custom landing pages for each influencer campaign tailored to their audience interests. Show user-generated or co-created content.
Promote UGC Content
Enthusiastically showcase user photos featuring your product or service. This builds a consumer tribe and peer validation.
In closing, measuring the impact of influencer initiatives matters more than ever given ballooning marketing budgets. Benchmark performance against clear goals. Analyze engagement, conversions, and true ROI. Continue refining your methodology.
With this comprehensive framework, you‘ll be well equipped to quantify success and strategically scale efforts.
