To Measure, the Return On Investments (ROI) or Success of your Influencer Marketing Campaign is probably one of the most challenging parts of a marketing strategy in recent years. But first, we have to understand the basics.
What is an Influencer
An influencer is a person who has a great following count on social media platforms. They can sway and influence other peoples’ emotions, buying habits, lifestyles, and many more. You can find them promoting different products and services on multiple channels such as Instagram, Twitter, YouTube, Facebook, Snapchat, and TikTok. But beware of fake influencers as they can do more harm than good.
What is an Influencer Marketing Campaign
Why is it Important to Measure the Success of Your Influencer Marketing Campaign
Influencer Marketing Campaign is a marketing strategy wherein a brand or a company hires an influencer to promote their products or services. These are sometimes called “Paid partnerships” or “Collaborations (Collabs)”.
It is essential to know the success of your Influencer marketing campaign so that you can know if they are successful in giving your brand the desired results, whether it would be brand awareness or sales. This can help you determine which influencers to hire in the future. Now that you know the basics, it is prime time to know how to calculate or measure the success of your influencer marketing campaign.
Influencer’s Visibility and Reach
There are metrics that are provided freely by most of the social media platforms that you can check. These metrics can help you determine how many times your brand was seen or followed. These metrics are:
Impressions
This metric will allow you to know how many times your brand was seen through the influencer’s post. It is provided freely by most social media platforms.
Traffic
This metric will allow you to know how many times people went to see your profile or visited your website. Most social media platforms give you free access to this but it is mostly limited to profile visits. You can use software or internet tools to track traffic outside of your social media profiles.
Engagements
These are metrics that help you know how many people liked, commented, clicked, saved, or shared your influencer’s posts.
Quick Tip: You should look at the influencer’s posts and see how many people liked, commented, and shared their posts. This will give you a rough idea of how successful your project will be if you are planning to collaborate with that influencer.
Using Built-In, Free, or Paid Analytics Tools
Using tools such as Google Analytics or similar ones can help you determine whether your influencer marketing campaign is successful or not. You could check how many people saw your brand after your influencer’s post, how many likes, follows, and comments you had before and after each post, and how many sales you got.
For example, if you compare before and after reports and see a spike in your Google Analytics report, then that would mean that the influencer marketing campaign is successful because more people saw or engaged with your website.
Usually, social media platforms such as Instagram, Twitter, Facebook, YouTube, and TikTok have built-in analytics tools but these are typically limited. You can opt to buy subscriptions and use tools such as Hubspot that can give you more tools and in-depth reports.
Promo Codes
When you collaborate with an influencer, you can give them a promotional code that their followers could use to get discounts for your products and services. This will allow you to track whether an influencer is giving you your desired sales.
Affiliate Links
You can generate specific affiliate links and codes and give them to a specific influencer. Just like promo codes, you can then check whether people are using the affiliate link through the influencer you collaborated with.
Your Next Move
Tracking and calculating your influencers sounds like an uphill battle. But being able to do so will greatly help you in the long run. Knowing the right strategy can save time and money. In your future influencer campaigns, you would then be able to know what steps to take and what not to.
Lastly, just like how there are different types of businesses, there are also different types of influencers, their contents, and their audiences. Things like how they create their content and their personality can also affect your influencer marketing strategy.
I’m Armand Manibo, an expert in influencer marketing with years of valuable experience. Through my work, I’ve partnered with hundreds of prestigious brands and thousands of influencers worldwide, generating over $500,000 in revenue for businesses. With a successful track record in influencer campaigns, I am proud to bring a wealth of insights.
