Influencer marketing is a powerful way to reach your audience and make them want to buy your products. However, it’s not just about the number of followers an influencer has. It’s about their ability to attract people and get them interested in what you have to say as well. To do this, you need metrics that give insights into how effective a campaign is going so that you can tweak things if needed and improve on what works best for your brand.
Reach and impressions
Impressions and reach are two of the most important metrics to measure regarding influencer marketing. Reach is the number of people who have seen your content, while impressions are the number of times that content has been shown to an audience.
These two metrics are important because they tell you how many people see your efforts. Therefore, how effective they are at reaching their intended target audience. If no one sees a post from an influencer promoting a product or service, then there’s no way for them to make a purchase decision based on what was shared by a said influencer. (or even know about said product/service). Simply put, if no reach or impressions is generated by your campaign(s), then those campaigns aren’t working!
Engagement is the number of interactions that an influencer receives. It’s a key metric for measuring the success of influencer marketing campaigns, as it indicates how much your followers are engaging with your content.
Engagement is measured by the total number of interactions with a post, including comments, likes, and shares.
Traffic from social media
Traffic from social media is a good metric to track. If you’re looking for the success of an influencer marketing campaign, this is one of the most important metrics you can use.
In fact, it’s so important that many marketers will track traffic from social media as their own separate channel. They don’t just lump it in with other sources (like organic search or paid ads). For example, if you want to know how much traffic came from Instagram alone, you’d want a separate report showing just that data point.
The audience growth of an influencer is one of the most important metrics to watch. It tells you how much your influencers are growing their audience and whether it’s worth continuing to work with them.
If you want to know how many new followers an influencer has gained over time, look at their follower count over a few months or years. If they’ve consistently gained followers at a steady rate (or even better: faster than the average rate), they’re doing something right!
You should also look at how many people are exposed to their content on social media platforms like Facebook or Instagram and other websites where they publish content regularly. This information will help you determine whether it’s worth working with this particular person moving forward. Especially if other influencers have higher engagement rates but fewer followers overall because they aren’t as well known yet. They could become more popular in the future if given more opportunities like yours!
Brand mentions are the number of times influencers mention your brand. This metric can be used to measure the effectiveness of an influencer marketing campaign and its impact on your business.
For example, you’re running a campaign with an influencer with 50k followers. If they mention your brand 10 times throughout their Instagram feed over a 3-month period, then this would equate to 500k impressions (10 x 50k = 500k).
Conversions from socials
Conversion rates from socials are a metric to watch. The conversion rate will vary depending on the product or service type. Still, it’s a good indicator of your influencer’s effectiveness. If they’re driving a lot of traffic but not converting well, you might want to reconsider working with them in the future.
We hope this post has given you some insight into how to measure your influencer marketing campaigns. If you’re looking for more information on measuring your marketing metrics, we recommend checking out our other blog posts!