Maximizing Your Influencer Marketing Impact: Know Your KPIs

Which Key Performance Indicator is the best for evaluating your influencer marketing campaign? 

The biggest challenge with influencer marketing is evaluating the real impact and results of each campaign we develop, but we must consider #brandawareness hashtag#engagement and hashtag#economicvalue as our top indicator priorities. By measuring any one of these, or even all three of these, campaigns will be more effective. Combining the data with influencers' ability to create content might be the best approach. In my opinion, the conversion rate and the audience's reaction are the most important factors.

One of the best ways to measure brand awareness is using the free Google Tool Brand Lift, it is a free online tool that measures your ads’ impact on the perception of your brand, with metrics such as recall, consideration, and brand awareness, this metric is calculated by subtracting the response rate of an exposed group. A big consideration is to measure the engagement you have to know your data before using this Google Tool. 

My favorite metric is engagement, which is the result of the audience's reaction. You can track the likes, comments, and shares to know if the content had a good response. For better results and to compare the performance of each influencer's content there's a tool called True social metrics.  Conversation / Amplification / Applause rates are measured on this platform and you can get real active engagement from users. Compare the performance and Economic Value of all the creators you work with.

A final important metric is an economic value because it lets you know who is the influencer that makes you sell by knowing acquisition, behavior, and conversion. The best free tool is to create trackable links for websites using Google Analytics Campaign URL Builder, and then personalize these links for each influencer. The great news is that by using that link generator it would automatically pair with your Google Analytics of your website and you can track the economic value of working with each influencer. 

LINK TO GOOGLE TOOL

In Conclusion, when you know the goal of your campaign, then you will be able to know what you need to measure to have the best results. If you don't measure your campaigns all the effort, learning, and investment will be wasted, so don’t forget to use measure and evaluate your results.