Here's how you can gauge the success of influencer marketing campaigns as a project manager.

Different outcomes require different strategies and tactics in influencer marketing. Being clear about what outcome you want is very important.

Tracking reach is essential for assessing the success of influencer marketing campaigns as a project manager. Start by establishing clear goals and metrics for reach, such as the number of impressions, clicks, or views. Analyse the data regularly to identify trends and patterns, comparing the actual reach against the campaign objectives. Additionally, track engagement metrics like likes, comments, and shares to gauge audience interaction and sentiment. Adjust campaign strategies based on the insights gained to maximise reach and effectiveness. By diligently tracking reach metrics, project managers can effectively measure the impact of influencer marketing campaigns and make informed decisions to optimise future efforts.

We hosted an extensive research piece with a brand that targets parents in the UK recently. We discovered that they use the save functionality primarily as a reminder to make the purchase at a later stage or, to recommend to a friend when they see them. Saves are often forgotten about, along with comments and shares, they’re probably one of the most powerful engagements on social media!

Tracking conversions doesn't just have to be sales! You can also track link clicks to a website if your goal is more traffic to your website (which powers retargeting and other marketing channels). Also - It's worth the time and effort to get the conversion tracking set up, even if can get a bit technical.

We have coined the phrase Halo Impact. A methodology that measures the impact of your influencer marketing campaigns beyond last click. SEO increase, new users to site, average order increase during the campaign term, social channel growth and CRM growth. Just to name a few! The impact of creator partnerships will drive your full business, not just conversions.

Positive sentiment indicates a favourable response, while negative sentiment may suggest areas for improvement or issues to address. Combine sentiment analysis with reach metrics to gain a holistic understanding of campaign performance. Use these insights to refine strategies, enhance audience engagement, and ultimately drive the success of future influencer marketing campaigns.

Stay informed about industry trends, audience preferences, and competitor activities to contextualise campaign performance. Utilise social listening tools and trend analysis platforms to track conversations, hashtags, and topics relevant to the campaign. Analyse the data to identify emerging trends, consumer sentiments, and shifts in audience behaviour. Incorporate these insights into campaign strategies to stay ahead of the curve and ensure relevance with the target audience. By monitoring trends closely, project managers can adapt and optimise influencer marketing campaigns effectively to drive success in dynamic and ever-changing environments.

Whilst partnering with influencers that compliment your brand is important, consider this as a media space. But the right audiences, not just the right influencers. Another top tip is to consider boosting content, don’t just depend on the organic performance, putting your campaign success in the hands of the social media algorithms.