5 Important Metrics To Measure In Your Influencer Marketing Campaign
Successful marketing campaigns measure the efficacy of the strategy and content. Based on goals outlined by our clients before campaign kickoff, Acorn measures a number of performance based metrics throughout the campaign, and post-campaign. We’re covering 5 metrics in this article that we believe you should be measuring in your next campaign:
1. Follower count
The more followers an influencer has the greater their reach. But it’s also important to understand that when an influencer reaches a certain level of popularity, for example, millions of followers, your brand messaging becomes diluted. Campaigns work best when the influencer’s followers match your target audience, rather than simply reaching as many people as possible.
2. Potential Reach
The reach of an influencer is measured to see how many people the influencer is potentially reaching with their posts. We calculate this by multiplying the number of posts by how many followers see it, and then adding the number of followers who shared the content with their own audience.
3. Engaged followers
While an influencer might have lots of followers, there’s only a fraction of those who actively engage with their content, and then another fraction for each social network where they have a presence. You can measure engaged followers through their interactions:
- Content Shares
4. Hashtag mentions
An interesting metric to measure is the number of times an influencer has received hashtag mentions from other users, specifically if they are tied to a brand campaign. This can help you measure the efficacy of that influencer in your giveaway, or coupon offer.
5. Referral Traffic
Using Google Analytics to measure website traffic, marketers are also able to analyze exactly where visitors are coming from, so that you can double your exposure in the next campaign. The three measurable categories for referral traffic come from the following:
- Direct – They visited using your website’s URL.
- Search – They used a keyword in a search engine like Google / Bing and clicked on a result that directed them to your website.
- Referred – They found your website through a link from another site (otherwise known as a referral from another website.)
Google analytics also allows marketers to better understand what keywords to focus on in the future, and how different types of content generate varying traffic rates and quality.
The next steps to kicking off your influencer marketing campaign will be unique to your business’ specific needs.
Acorn Influence has had the pleasure of working with some of the biggest, and best, brands in the world. Our case studies page features examples of how influencer marketing is providing true ROI for agencies, and brands alike.