How to Measure Influencer Marketing

Jason Bourgeois
April 16, 2019

So, you’ve started using Influencers in your marketing strategy. But, how do you determine if Influencer Marketing is actually working for your brand? Have you measured its effects?

Aims

Are you meeting the aims you set out to achieve?

Before starting your influencer campaign you should have determined a set of objectives these may have been as vague as “Increase number of followers” or as specific as “double the total amount of sales for a product”.

A good way to start analysing your campaign’s success is to begin by revisiting these key targets.

However, if you either didn’t set out these goals from the outset or if these are too vague you can measure the ROI using the following;

1. Reach

By how much has our reach or direct following increased after the Influencer shares a post?

Have your follower numbers increased? Have you seen a direct correlation between influencer posts and followers?

2. Engagement

How many people are actually engaging with the influencer post (measure likes, comments, click-throughs, shares)?

Some engagements are more effective than others. For example a “like” is great, however, a click-through or a share will be more beneficial for the company as this indicates an intention to buy or increases brand awareness.

3. Formats

Which messages or forms of content are resonating with your audience?

Ideally, you will create a campaign that spans social media channels or uses different formats to get your message across. Are you seeing more engagement on Instagram compared to Twitter? Or is the video generating more click-throughs than the image post? Learn from and measure these stats to better every campaign you create going forward.

 

4. Web Traffic 

How many website visitors have you received from the posts?

Has web traffic increased? Are influencers increasing SEO? have you measured this? Where is this traffic coming from the posts, direct sources or SEO content? And, how long are people staying on the website/buying products? If they are visiting then leaving then look at the content of the posts/promises or how easily navigatable your site is.

 

5. Sales

Are you getting more product sales?

Finally, have sales increased? Is one particular product doing better than others? is this the product advertised or are customers being drawn to the site then buying something else?

 

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