What do you do if you're unsure how to accurately assess an influencer's performance?

A good way to do this is by tracking impression data for published content. You can find some of this data by searching through a social media platform’s analytics features, if you’ve launched a campaign through your own profile, or by asking your influencer to share their post insights.

Assessing an influencer's performance can involve analyzing engagement metrics like likes, comments, and shares, as well as reach and audience demographics. If you're unsure, consider consulting with marketing professionals or using tools designed for influencer analytics to get a clearer picture.

Define what metric that you're using to measure performance. You can use tools or you can just check the numbers. After they post about the service/product did the desired effect occur? Compare their performance with an influencer of a similar size and demo.

Definir métricas eficazes é essencial para avaliar o desempenho de um influenciador em uma campanha. Comece definindo objetivos claros, como alcance, engajamento e convers?o. Utilize ferramentas analíticas para monitorar o aumento de seguidores, curtidas, comentários e compartilhamentos. Avalie também métricas qualitativas, como sentimentos dos seguidores e relevancia do conteúdo. Ajuste as estratégias conforme os resultados para otimizar o impacto da campanha.

Use analytics tools to track metrics such as engagement rates, click-through rates, and conversion data. These insights provide a quantitative measure of an influencer's performance, complementing your qualitative content assessment and ensuring a comprehensive evaluation of their impact on your brand objectives.

A week after an influencer posts, request to see the insights to get an idea of how their audience resonated with the content. This is a standard practice so they are usually open to sharing these metrics. In reviewing these insights, I like to review the engagement rate of the post versus how their content usually performs. While there are various other factors to consider, this gives me an idea of whether their audience is interested in this topic.

Analisar a cria??o de conteúdo de influencers em uma campanha é fundamental para garantir o sucesso e o retorno do investimento. Comece identificando os objetivos da campanha e alinhando-os com o conteúdo produzido. Avalie a qualidade, autenticidade e relevancia do conteúdo em rela??o à marca e ao público-alvo. Utilize métricas como taxa de engajamento, alcance e intera??es para mensurar o impacto. Analise também o feedback dos seguidores e ajuste as estratégias conforme necessário para maximizar o envolvimento e a eficácia da campanha.

Be sure that you are calculating their engagement rate fairly. Often, this can be done by taking the average from a few different calculators such as Phlanx, HypeAuditor, TrendHero, etc. A true engagement rate would factor insights available to the creator such as saves and shares. Consider watch-time and initial plays vs. re-plays. Go through their comments, look for real and genuine comments. You can ask for these metrics from the influencer. Understand if this influencer carries conversation through the DMs and how responsive they are to their audience. You want them to be able to direct people to the answer, or answer product-related questions (sizing, texture, quality, where to buy, etc.)

Engagement rate is a big factor I'll consider when deciding if I'll work with an influencer or not. However, ensuring this engagement is authentic is important as sometimes influencers will be a part of an engagement group to enhance this number. Keep an eye out for comments from the same group of people across all posts!

Essa é uma métrica crucial para medir a eficácia da estratégia. Essa taxa é calculada com base no número de intera??es (curtidas, comentários, compartilhamentos) em rela??o ao total de seguidores do influenciador. No entanto, para uma análise mais completa, é importante observar além do engajamento. Avalie também a qualidade do envolvimento, como comentários significativos e compartilhamentos organicos. Além disso, leve em considera??o a consistência do influenciador em representar os valores da marca e a capacidade de gerar convers?es e retorno sobre o investimento. Combinando essas análises, é possível ter uma vis?o abrangente do desempenho do influenciador na campanha de marketing.

Alcance é número total de pessoas que visualizaram o conteúdo, enquanto a impress?o é número total de vezes que o conteúdo foi exibido, incluindo visualiza??es repetidas pelo mesmo usuário. O engajamento, por sua vez, envolve intera??es como curtidas, comentários e compartilhamentos. Um alto alcance ou impress?o pode indicar uma grande audiência, mas se essa audiência n?o estiver interagindo com o conteúdo, o impacto da campanha pode ser limitado. Portanto, é importante monitorar tanto as três variáveis para obter uma compreens?o completa do desempenho da campanha de marketing com influenciador.

In a project our team worked together with an influencer, on a campaign to promote a product. At first we were unsure about how to evaluate the influencers effectiveness beyond looking at likes and shares. To tackle this challenge we set up systems for tracking conversions, such as using referral links and promo codes provided by the influencer. By analyzing the conversion data we were able to understand the impact of the influencer on driving sales and engaging customers which helped us make informed decisions for future partnerships. This experience underscores the significance of using methods to track conversions when assessing an influencers performance, in digital marketing initiatives.

Keep in mind that just because you worked with an influencer once and it didn't perform as you'd hoped, doesn't mean the next time will be a bust as well. Take a moment to evaluate how the collaboration went and what could be improved upon. Was your creative brief too specific and hindered the influencer from being themselves? Did the messaging not align with the target audience? Perhaps the timing was off. Try to take a step back and review the partnership through unbiased eyes.

Using metrics such as engagement rates and click through rates are great quantitative ways to assess an influencer's performance on a campaign. However the type of campaign also has a role to play in determining success, is it a short term or long term campaign? Long term campaigns, ensure that the influencer is posting several times for a campaign that is 6-12 months long. The ideal customer may not buy immediately upon seeing the post from the influencer but it keeps the product top of mind for when he/she needs it. Long term campaigns also give you the opportunity to evaluate the campaign periodically to see what is working and what isn't in order to adjust. Short term campaigns are great for brand awareness or to announce big news.