Stories That Matter: Ways to Measure Influencer Campaign Impact in 2016

Colleen Vaughan

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This is Part Seven in a blog series for the How to Leverage Social Shoppers to Tell Stories That Matter Whitepaper.  

Despite marketers bemoaning the lack of measurement with social media and in particular its ROI, there is still fervor for social and in particular now, influencer marketing. Luckily, incredible strides have been made in measurement with even more in the works. So, what should marketers be looking for to measure an influencer’s campaign impact? Here’s a few things.

  1. Just say no to self-reported numbers.

Brands and retailers don’t need to rely on an influencer reporting how many pageviews they have gotten for you. Technology today allows us to track actual real numbers in real time for blog content. The days of self-reported numbers are ancient history.

  1. No more just measuring impressions.

Impressions are not the only metric you should be looking at it. Impressions, depending on your objectives, can be a great KPI, but most impressions are empty impressions and merely an indication someone saw your content. If buzz is what you are looking for, then impressions are a great metric. But what really matters today are social engagements: likes, comments, shares, pins, etc. They are a true indicator someone viewed and took an action based on your content.

  1. Measure the reach of the influencer’s followers.

Influencer marketing programs will start to measure not only the reach of the influencer they have selected, but also their followers’ reach – the ripple effect of great content.

  1. Influencer marketers will start guaranteeing engagements.

With algorithms and historical data, marketers can now predict with some accuracy what kind of engagement an individual influencer will achieve allowing for guaranteed engagement. For brands and retailers who are stressed over accountability for their social media efforts, this combo enters a new era of comfort. Look to see more and more accountability.

This is just the beginning. There are many more ways to measure the the impact of influencer campaign. Go download our How to Leverage Social Shoppers to Tell Stories That Matter Whitepaper to read up on the rest!

Interested in learning more about modern marketing metrics? Click here to download our How to Leverage Social Shoppers to Tell Stories That Matter Whitepaper.

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