Read our first piece on “How to Find Influencers” here: Tapping Into Social Influencers: Part I
Finding influencers is only half the battle. The next big step is measuring the impact they can make.”Your measurements will depend on what your influencer marketing goal is — more followers, an increase in sales, or even higher engagement from your audience.
It’s easy to find basic information on how effective an influencer is like their public follower and engagement stats. But valuable metrics like audience demographics and video watch time are not easily found or accessible.
Overall, these are the main results you want to measure following a campaign to determine success:
Now, much of these are not readily available until after the campaign and sometimes not for months after. If you want to view success during the campaign and see if your influencer is hitting the mark, these conversions can help.
Though there is still much to be desired of how to track an influencer’s success with your brand, following the steps above to measure both during and after a campaign is a start. Plus as the influencer trend grows, there are influencer networks such as Omnicom’s The Marketing Arm that provide hundreds of thousands of vetted influencers to tap into.
Influencer marketing can be a compass to newfound brand success. It is the brand’s own strategies and goals though that will be the map.