How do you report influencer marketing metrics to stakeholders?

1 Define your goals and KPIs

Before you launch your influencer campaign, you need to define your goals and key performance indicators (KPIs) that align with your overall marketing strategy and objectives. Your goals could be to increase brand awareness, drive traffic, generate leads, or increase sales. Your KPIs are the specific metrics that you use to track and measure your progress towards your goals. For example, if your goal is to increase brand awareness, your KPIs could be reach, impressions, engagement, or sentiment.

2 Choose your tools and platforms

Once you have your goals and KPIs, you need to choose the tools and platforms that you will use to collect, analyze, and report your influencer marketing metrics. You can use a combination of native analytics from the social media platforms where your influencers are active, third-party tools that offer more advanced features and insights, or your own website analytics to track conversions and attribution. Some examples of tools and platforms are Instagram Insights, Facebook Analytics, Google Analytics, Hootsuite, BuzzSumo, or Traackr.

3 Create a dashboard and report

The next step is to create a dashboard and a report that summarize your influencer marketing metrics and highlight the key findings and insights. A dashboard is a visual representation of your metrics that shows the trends, patterns, and comparisons over time or across different influencers, channels, or campaigns. A report is a written document that explains the context, methodology, results, and recommendations of your influencer marketing metrics. You can use tools like Excel, Google Sheets, PowerPoint, or Canva to create your dashboard and report.

4 Customize your report for your audience

Depending on who your stakeholders are and what they care about, you may need to customize your report to suit their needs and expectations. For example, if you are reporting to your senior management, you may want to focus on the return on investment (ROI), the impact on the business goals, and the strategic recommendations for future campaigns. If you are reporting to your team members, you may want to share more details on the influencer selection, the content creation, and the best practices and learnings.

5 Present your report clearly and confidently

The final step is to present your report to stakeholders in a clear and confident manner. You can use email, video, webinar, or meeting for delivery. To make the presentation more effective, use simple language and avoid jargon and acronyms. Visuals and charts can be used to illustrate data and tell a story, while highlighting the main points and key takeaways. It's important to provide context and explanation for metrics and findings, as well as how influencer marketing metrics align with goals and objectives. Additionally, actionable recommendations and next steps should be provided, as well as an invitation for feedback and questions from stakeholders.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?