Influencer marketing KPIs to track in campaigns

Influencer marketing has been present since the late 1800s, but it has only recently emerged as
an important approach in digital marketing. There is no doubt that influencer marketing works;
otherwise, it would not be a $8 billion business. Several case studies indicate that influencer
marketing generates enormous returns. However, investing a lot of money and producing
fantastic content would not get you anywhere.

You could wonder:

What’s the harm?

Because influencer marketing is riddled with complications ranging from fake influencer profiles
to overblown performance statistics. As a result, it is critical to understand which KPIs to monitor
in order to correctly track and measure your campaign. In this blog article, we’ll go through
which influencer marketing KPIs are essential for determining the success of your influencer
marketing strategy. However, before learning what these metrics are, it is critical to establish
your goals and objectives in order to determine which metrics you should be monitoring.


KPIs might be based on industry benchmarks or prior marketing success. Evaluating your return
on investment (ROI), like with any other marketing effort, will determine success. Here are some
top influencer marketing KPIs to consider in order to evaluate your campaign’s ROI and
increase your budget as your efforts thrive.

Sales and Conversions

Tracking influencer conversions and sales frequently necessitates the use of attribution
techniques like affiliate links, discount codes, and/or UTMs. Tracking influencer revenue is
typically the programme KPI that receives the most attention.


A conversion happens whenever a user responds to a call to action, such as signing up for an
event or subscribing. The more prospects and tools you take advantage of, the more conversion

metrics you’ll have to deal with.


Brand Awareness


One of the primary reasons businesses collaborate with influencers is to increase brand
awareness. Before you can anticipate clients or sales, you should first get your name out there,
and one of the greatest ways to do so is through an influencer marketing campaign. If brand
recognition is the primary goal of your influencer marketing plan, the following KPIs should be
monitored:

● Impressions and Reach


One of the benefits of working with influencers is their big audience. This is your chance to
reach an audience you would otherwise not be able to reach. Instagram defines “impressions”
as the number of times a single user has viewed your post, whereas “reach” refers to the total

number of unique users who have seen a certain post. All of this information is accessible via
Instagram Insights, which is available to all Instagram Business accounts.


● Audience Growth


Increased follower count or audience growth is a key indicator of brand awareness. To track
your following growth during the campaign period, you may use a variety of third-party
applications. After the campaign has ended, you can view your mutual followers by going to
your influencer’s profile, selecting “Followers,” and then selecting “Mutual.” This is about the
amount of followers you acquired as a result of the collaboration. Don’t forget to look at your
mutual followers before the campaign begins to obtain a more accurate figure.


● Hashtags And Brand Mentions


During the campaign, how many times was your brand’s name or campaign hashtag
mentioned? Mentions are a powerful indicator that your campaign is having an impact.


Referrals


Although the conversion KPI is crucial to watch with influencer marketing and influencer
marketing platforms, it’s not the only thing to consider. The quantity of visitors the campaign
delivers to your site should also be monitored. The reason for this is because referral traffic will
give you a decent indication of the campaign’s reach. It may also tell you a lot about the
campaign’s overall success. It’s crucial to note that conversions don’t always tell the full picture,
because if your site isn’t correctly designed for conversions, it’s conceivable that the campaign
was still effective even though sales didn’t grow.


Monitoring referral traffic may help you with this since it will tell you how many visitors arrived to
your site as a result of the promotion. The good news is that you can use the same tools to track
campaign-driven traffic that you used to track conversions, such as promo codes, and so on.
Furthermore, you may compare the data supplied by Google Analytics to pre-campaign metrics
to determine performance, and the ones to pay attention to are:


● Referral sources
● New visitors
● Total number of page views
● Total time spent on the site


Engagement


Engagement is an essential KPI since it gives you a more detailed picture of how your
campaign was received. Again, traffic and reach will tell you how many there are, but audience
and engagement will tell you how well they are performing. Engagement is important since it
indicates how your brand is seen, how strong your relationship with your audience is, how
relevant you are, and how loyal your consumers will be. A single engagement can refer to any
of the following activities done by your audience:


● Likes

● Reactions
● Shares
● Comments
● Clicks
● Votes
● Pins
● Views of videos
● Brand mentions


Organic Growth


Some of your influencer initiatives may thrive in addition to your paid efforts. For example, a
sponsored influencer article may be shared by their audience frequently enough to go viral. This
type of growth is termed organic, and it generally occurs when the material is ‘meme-worthy’ or
‘shareable,’ and it appeals to a large number of online audiences.


Lead Generation


In marketing, a Lead is a person or an organization who is interested in your product or service.
The final stage of the marketing process is lead generation. Leads like traffic may be created
through influencer marketing platforms. However, unlike website traffic connections, these links
lead to the acquisition of customer information through form fills, collateral downloads, or other
similar actions.


You may now inquire:


What is the purpose of the Leads?


Once you have a Lead, you must nurture them with your brand’s content and encourage them
to make a purchase.


Wrapping Up

Influencer marketing and influencer marketing platform both are a strong avenue via which
businesses may scale up their marketing efforts. However, if you don’t know how your campaign
is functioning, any digital marketing endeavour will fail.


Numbers and numbers are the cornerstone of effective marketing strategies, and they are
critical in assessing campaigns and making adjustments in future efforts based on your
learnings.


As a marketer in an increasingly digital environment, one thing remains constant: data and
analytics are the keys to uncovering the secrets of unrivalled success, whether in influencer
marketing or traditional marketing efforts.