Measure influencer marketing performance based on brand awareness

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Brand awareness is an effective marketing strategy , but above all, it is a long-term strategy. However, the figures presented here may not be as clear or easy to determine as with the other two methods, as brand awareness can be a difficult process. However, for the long-term positioning of your brand in the market, it is inevitable.

So, if your current goal is to increase brand awareness, you want to activate influencers and collect their impressions (likes, comments, and views) and reach.

How does influencer marketing perform in terms of engagement?
We have already touched on the indices of this method in the previous point, but rather than comparing them over the long term, we are primarily interested in the number of clicks, comments, shares and new follow requests following an explicit campaign or post. How do followers interact with the stories , images and videos that are part of your campaign? Other instant messaging platforms combine the measurement of brand awareness and engagement , but it makes perfect sense not to do so, even if the two methods overlap. However, engagement can also be linked to the short term, in the case of a single campaign, a collaboration with one or a single influencer, or even a single post, as mentioned above.

For this method, you can also collect data on the traffic generated by your campaign. Do you want to recommend to your customers the web version of your landing page, your mobile website, a product page, your Instagram shop or your offline offer, for example? As a result, you of course need the data to clearly determine the success of your campaign.

Measure the success of your influencer marketing campaigns based on conversions
What are the 3 types of indicators?
Sooner or later, every marketing department has to justify its investments and budgets by the sales generated. This is not only interesting for your brand, but of course also for you, because you can see if the effort is worth it.

Before you decide to use this method, you need to define which action you want to define as a conversion and to what extent you want to use IG for this. Therefore, distinguish between cost per acquisition (CPA), conversion rate (CR) and return on investment (ROI).

Cost per acquisition describes the cost of converting targeted customers.
Conversion rate Describes how often your target customers see your campaign and message, vp engineering email database and how often they take the actions you want them to take.
Return on Investment (ROI) indicates how much you have invested in your influencer marketing campaign and how much money you have earned in return. ROI indicates whether your investment has ultimately paid off or not.
Performance equivalent to cost
More broadly, this method is part of your efforts to measure the performance of your campaign. While it's not about the performance of your ideas as such, you of course want to measure success. The typical measurement is what we call Earned Media Value (EMV).

It shows how effective your influencer marketing investment is compared to, say, digital advertising. So how best to allocate your budget? What to invest in? Owned media, earned media or paid media? This is where EMV comes in, which comprehensively compares the spending of the respective marketing disciplines.

In general, it can be observed in the sector that sellers are increasingly using EMV, since the calculation method is generally not very rigorous or very transparent.