The social team here at connective3 recently attended Social Media Week London, hosted by Adweek. One interesting talk was on the industry of influence and how to measure your influencer marketing campaigns.
As the influencer marketing industry grows, so does the surrounding tech meaning we can get a better understanding of the impact that your campaign has had. Previously, influencer campaigns would use simple measures such as vanity metrics to report on the campaign. Vanity metrics include likes, comments and follower count, which still hold value but don’t paint an image that is as comprehensive as it could be.
With all of the platform and tech developments, it means that you can get a more accurate idea of how well your campaign goals have been achieved. It also means the creativity of influencer campaigns are ever expanding because you can achieve a whole host of goals rather than just promoting a product.
So, how can you measure your influencer campaign aside from vanity metrics? Here are three great ways to track your influencer campaign beyond on-platform statistics:
Link clicks and conversions
If your campaign goal is to boost sales of a new product, then give each of your influencers a tracked link (with an Urchin Tracking Module tag) that they can use within their content across all platforms.
Not only does this let you see which creator made the most sales, but it also provides insight into who drove the most traffic. Plus, how much time that traffic spent on your site. This allows you to better understand which creators’ audience have the highest level of interest in your brand.
Your campaign goal might have been to build brand awareness. When you put your brand in front of the right people, you will start a conversation that social listening can analyse.
In essence, social listening finds all of the places on the internet your brand is being talked about on, and looks at the data. It can tell you where your audience resides, what their opinions are, and how they talk about you. This can help improve building your brand community, as well as converting your followers into fans.
Creation of UGC
UGC stands for User Generated Content, which could be the primary goal of your influencer campaign. Here, influencers create content and give a Call to Action (CTA) to encourage their followers to create something similar, using a hashtag to contribute to the campaign.
This encouragement to actively participate in a challenge is a great way to build your brand community (and convert followers to fans)! The more people who post UGC, the further your campaign will reach and the more authentic it looks.
You can’t measure each of these metrics for every campaign, and obviously different campaigns create differing points of focus. However, keep in mind that vanity metrics aren’t everything. Dependent on the KPI (Key Performance Indicator) of your campaign, you can showcase different metrics to demonstrate your ROI (Return on Investment).
Influencer marketing is no longer a game of trading money for likes. It’s an industry where creativity and ingenuity will get you very far, and make your campaigns more of a success.
A key takeaway from Social Media Week 2021? That influencer marketing is moving towards ensuring your campaign resonates with your target audience!
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