Influencer Marketing, how to measure it?

[muskanislam99]

Influencer Marketing has grown in recent years and already presents very interesting investment values ​​in Portugal, however, in many cases it continues to be carried out in a very amateurish way which often generates frustration and that feeling... “it doesn't work”.

In other media we already have very clear metrics and expectations as years of experience already give us a vision of the effect of each media.

But in digital we enter a data loop and although we don't demand this from other media, in digital we demand to measure everything and of course when you measure everything there is always something that is not perfect.

But are all metrics important? Which are the most important? How do we define them?

The answer is it depends, in digital it is always like that.

The most important thing is to understand why we want whatsapp data to communicate with influencers: do we want to launch a product? Do we want to understand what consumers think of our product? Do we want to generate sales? Depending on the objective, we will have to worry about different metrics.

As with other media, if we want to launch a store in the Algarve, television will not be the most suitable medium, as there will be huge waste.

In influencer marketing it's the same, depending on the objective we must use different influencers and focus on different metrics.

But looking at the main metrics one by one:

Followers – the least important, and with algorithms creating less and less organic exposure it becomes even less relevant. Because it doesn’t guarantee us anything. Only that that person managed to attract x people. Which of course is important, but it doesn’t guarantee any visibility.
Reach – one of the most important metrics, in my opinion. Here we can see the number of people who saw the content.
Impressions – another important metric is the number of times the content was viewed (here there may be duplications, the same person saw it more than once)
Whenever the goal is to reach a lot of people, or launch something or raise awareness, these metrics are crucial.

Engagement – ​​basically, this assesses interaction with the content. Likes; comments. Depending on the networks you may include other metrics such as saved and shared. Different platforms calculate in different ways. And it always depends on the data they have available. If they can only measure public data using likes and comments, if they have access to private data, it can include saved, shared data...
Whenever we want to establish communication with the consumer, this is the metric to look at. We want to know what they think of our product; what their main questions are; what their main problems are. So we should look for a content creator with high engagement.

Please note that there are two factors to consider when assessing engagement – ​​account size , the larger the account, the lower the engagement, and whether or not we are talking about a celebrity. Celebrities create less dialogue with their followers, no one expects Cristiano Ronaldo to respond to comments.

Traffic – link clicks – here we analyze traffic to a given page
Always try to use personalized UTM in order to identify which influencer the traffic originates from on the website, if we are working with more than one.

Views/plays – if we’re talking about a video, what we want is for followers to watch that video. And here views are a key metric.
On platforms like YouTube/Tik Tok, you can see the average viewing time, where the video had the most audience exits and this is crucial for working on future campaigns.

Of course, there are more metrics and depending on the social network, some metrics are more important than others, but if we analyze these metrics well and monitor them, we will have a clear idea of ​​the results our influencer marketing campaign had and how to improve in the next one.