Influencer Marketing Data: Measuring Performance
Like all marketing tactics, influencer marketing works best when you test and learn. Understanding and evaluating performance from your initial campaigns, individually and holistically, will only provide you with better insights to refine and optimize your strategy moving forward.
Within a single campaign
Impressions: How many people actually saw the influencers post. Essentially, how much brand awareness did you achieve with this specific influencer partnership.
Engagement Rate: Which post received the highest engagement rate? Why? Look at the comments on your highest engaging influencer post to evaluate feedback. This will help you better understand what messaging resonates best within your target category.
Across multiple campaigns
For a more holistic view of a campaigns performance or overall performance across multiple campaigns, the bar graph tab on the left menu bar, is here for you.
Most Engaging Post: What content performed the best? Understanding which piece of content received the highest amount of likes, comments, and shares will help you glean insight into which message resonated most across your strategies.
Most Engaging Influencer: Which of your partners garnered the highest engagement rate overall? This could indicate they might be a good candidate to become a brand ambassador for your brand.
Most Engaging Campaign: Understanding which of your strategies performed the most by evaluating total engagement rate will help you pull the most successful parts of that activation into your future ones.
It can also give you insights into overall performance, that your team can use to determine what content to put paid behind, what type of content you should focus on moving forward, and what your next campaign should ask for.
Each part of the influencer marketing process informs the next. Using the right data along every step of the journey allows you to concretely understand where you’ve invested energy previously and where you may want to re allocate investment moving forward.
Not sure what data should matter to you, or how to interpret the data you are seeing for the best results? Let us know and we can help.