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How to Measure Influencer Marketing
Everywhere you look, influencers are shaping what we buy, wear, and even how we live. From tech gadgets to fashion must-haves, influencers have the power to impact our everyday choices.
But if you're thinking about diving into influencer marketing, you probably have a few questions. Like, how do you make sure you’re getting your money’s worth? How do you know if it’s even working?
Don’t stress—we’ve got your back! Here’s a guide to help you make sense of the data and figure out the best ways to measure the success of your influencer campaigns.
Influencer marketing is all about partnering with social media stars (a.k.a. influencers) to boost your brand’s visibility. These influencers have loyal followers who trust their recommendations. So when they promote your brand, it’s a huge win for getting noticed.
Not only that, influencer marketing taps into social proof, meaning people are more likely to trust something when they see others using and loving it. This can lead to viral growth and help people make informed decisions.
Now, to why you’re here. How do we know if Influencer Marketing is a channel worth investing in?
Measuring the results of your influencer campaign is super important. It helps you figure out if you’re working with the right people, how much to spend, and how to fine-tune future campaigns. Here are 8 ways to track your campaign’s success:
You’ve partnered with an influencer, but did your message actually get out there? That’s where reach and impressions come in:
To see how well your post performed, compare reach to impressions. For example, if you have 5 million followers but your post reached 250,000 people, only 5% of your followers saw it. But if you have 1 million impressions, it means people saw it over and over, which is a good sign your message is sticking!
Pro Tip: At Dialed, we provide post campaign summaries that show exactly how many likes, comments, engagements, impressions, reach, shares, etc. that each individual creator post received. Thus, allowing you all the data and insights you need to measure a creator’s performance.
Reach is just the beginning. You also need to see if people actually engaged with your content.
Pro Tip: Keep an eye on meaningful engagement (like comments and shares) rather than just likes, which can be more passive.
Buzz is great, but did it lead to sales? Here’s where conversions and attribution come in:
A simple formula to figure out conversion rate: Divide the number of sales by the total number of people who saw the post, then multiply by 100.
Did your influencer campaign drive more traffic to your website or app? Here’s how to track it:
Your Key Performance Indicators (KPIs) are the scorecards of your campaign. Choose the right KPIs based on your goals:
Brand awareness is all about how easily people recognize your brand. Are you the go-to name in your niche? If not, influencer marketing can help! Here’s how to measure it:
Are people coming back for more? Influencer campaigns can build loyalty, which leads to repeat customers. If you’re seeing more positive reviews and return buyers, your campaign is probably doing its job!
You’ll need the right tools to get all the data you need:
Social media analytics: Instagram, TikTok, and Facebook all have built-in analytics, but tools like Sprinklr give you a bigger picture of your performance across multiple platforms.
Final thoughts
Influencer campaigns aren't just about flashy ideas — they must deliver results. Here's a quick recap of how you can make that happen:
Need help managing all this? Here’s how DIALED MEDIA can help:
Want to learn more? Book a call!
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