Influencer Marketing KPIs
Influencer Marketing KPIs That Actually Matter
Nowadays, businesses of all kinds use influencer marketing to promote their products and services. But how do they actually know if they’re getting their money’s worth when they partner with a certain content creator? Influencer marketing KPIs are the answer – these metrics are designed to track the success of influencer marketing campaigns, and there are several important ones brands should always keep in mind.
Set Influencer Marketing KPIs Based on Your Campaign Goals
When a brand selects an influencer to work with, they outline the ideas for future campaigns and set specific goals they want to achieve – goals they can’t achieve through any other marketing channels. However, there has to be a way to measure the success of brand and influencer collaborations. You can’t just say it was a good or bad campaign based on how it looked from the brand’s perspective.
There have to be numbers to back any claim, and that’s where KPIs for influencer marketing come into play. KPIs or key performance indicators for brand partnerships are numerous. Which ones are worth keeping track of depends on the goal of the campaign. We’ve chosen several crucial metrics that brands need to consider when they collaborate with influencers.
Brand Awareness – Increasing the Visibility of Your Brand
This is an especially important metric for smaller businesses and brands that operate in very niche industries. Partnering with content creators is one of the top ways to boost brand awareness for such brands, as influencers typically have niche audiences. All that a brand has to do is find an influencer whose audience aligns with its target market.
For this marketing goal, you don’t even have to reach out to bigger creators. Working with micro-influencers can be just as efficient as working with macro-influencers, if not more, in certain situations.
Brand Sentiment Goes Hand in Hand With Brand Awareness
Brand sentiment is a bit of a sophisticated key performance indicator. It shows you how customers, as well as potential customers and the general public, feel about your brand. Influencer marketing is important for brand sentiment, and a good content creator can do a lot to improve it. You can easily check if the collaboration with an influencer made a difference in how your brand is perceived. All you need to do is conduct a sentiment analysis before and after the campaign.
Reach and Impressions of a Paid Partnership
Influencer marketing helps brands reach potential customers that couldn’t have been reached via different forms of marketing, including traditional marketing. It’s easy to see how the reach affects the overall success of a collaboration. Reach and impressions of any social media post are easy to track.
Influencers know how important this is, which is why many of them have media kits ready to present to brands – these media kits include average reach and impression numbers. The idea behind this is to show brands what they can expect from a partnership.
Engagement Is Even More Important Than Reach and Impressions
Impressions simply mean that the paid collaboration between your brand and an influencer has popped up on someone’s feed. Still, this doesn’t give us enough information on how the campaign was received. That’s why engagement is a KPI that should always be monitored. Engagement means that a user has interacted with a post in one or more of the following ways:
- Likes,
- Views,
- Shares,
- Reactions,
- Saves,
- Comments,
- Brand mentions.
Audience Growth After a Successful Collaboration
Reach, impressions, and engagement are all great for your brand, but these KPIs don’t tell you that you’ve gained a new follower. On the other hand, audience growth does. When someone engages with the content your brand ambassador has shared, nothing guarantees this engagement will be a positive one – always keep this in mind. Audience growth gives us a better picture of how efficient the influencer partnerships have been.
The Crucial Stage in the Consumer Journey – Conversion to a Customer
We have to remember that influencer marketing is not just about likes and shares. At the end of the day, this is a serious marketing strategy with the end goal of converting leads to loyal customers and helping a brand increase its revenue. Conversion rate is a KPI that tells us how well we have done in this field. How can you check the numbers? A simple way is to check how the sales change before, during, and after the campaign with an influencer.
Return on Investment – A KPI That Always Makes Sense to Track
ROI, or return on investment, isn’t too complicated. All you need to remember is that ROI should be positive to consider a partnership successful. This means your revenue from the influencer campaign is higher than the expenses for that same campaign.
Besides its importance for brands, ROI is also very important for influencer marketing specialists. As our team of influencer marketing experts in Saudi Arabia can tell you, positive ROI gives us the green light to consider another campaign – it means the investment was worth it.
Looking for Influencer Marketing Solutions in Saudi Arabia? Contact Catchers Agency
Every reputable brand knows that influencer marketing is best left to professionals. Why bother searching for the right Saudi content creators on your own when there is a top influencer marketing company in Saudi Arabia that can do the job for you? Catchers Agency can help you create amazing partnerships with trustworthy influencers. Contact us today, and we will do our best to help your brand grow.