Influencer Marketing : What to measure?

influencer-marketing-lifetelecastWhat is Influencer Marketing?

Influencer Marketing involves marketing one’s products, services or brand communication via a set of people who have influence in their field. It helps the marketers not to mass target and rather inspire/pay influencers to spread your message. These influencers talk about your brand and services on their respective social channels and build credibility for your products among their followers.

There are many aspects on which we can debate on choosing right set of influencers but this post is more about the post mortem of the influencer activity which one does for its brand.

In this post, I am only covering Twitter as I see most of the marketers choosing this social medium over others to create immediate noise for their brands.

What we MEASURE today?

Total number of tweets: I have seen most of the agencies only representing the buzz volume they created for the brand via influencers. Maximum, they will share the Organic and Paid tweets number. But the case shouldn’t rest there.

Potential impressions: This is represented as {sum total of (no. of tweets done by each person * no. of followers the person has)}. This number is just again an eye catchy figure to create an illusion that the campaign generated ‘X’ mn impressions. We all know that our tweets are not seen by each one of our followers. My last 10 tweets show only 50% tweet impressions out of my total follower base that too because one of my tweets has got a lot of engagement, else my average impressions rate has come out to be only 20%.

What we SHOULD measure?

Unique Contributors: I have seen people measuring only no. of tweets done during the campaign but have you ever gone through how many Unique Contributors were there. It is a very important metric to judge how many unique people talked about you. Usually in an influencer campaign, a person keeps tweeting umpteen no. of times which doesn’t make sense to measure. You should know if you invested in 100 influencers, how much more people contributed to your campaign over and above those influencer number. That will be a true measure of your Influencers’ influence.

Engagement: You also need to measure the clicks/likes/retweets your influencer has got on his/her tweets. If you do not have a tool to measure that then ask for the same from your influencer, the same is available in his twitter analytics.

Reach: How many people have actually viewed the content from your influencers’ feed? The same is also available in Twitter analytics. It is pretty important to know to cross check if the influencer has yielded the results you expected from him. You should ask your influencers to share the average Reach which their tweets usually generate/generated for the campaign.

Follower Growth: Last but not the least, also check if this influencer activity has actually increased your follower’s growth. You should know if the influencers have been able to create enough excitement about your brand among their followers and whether it helped you gain some follower base.

How CONTINUOUS MEASURING helps?

Set Benchmarks: Once you keep monitoring and measuring your influencers’ performance, you would know who are worth empaneling with again. You would also know the benchmarks w.r.t Reach/Unique Contributors, etc.

Comparison with other Twitter Paid Media: You can also differentiate whether an influencer campaign is better or the other paid media offerings from Twitter basis your campaign objectives. Twitter gives you an option of Top Trending Topic/ Top Trending Account / Top Trending Tweet.

I myself have seen a lot of brands working on Influencer campaigns and it really pains me to see how some of these influencer campaigns are used just as a gimmick to create one-time trend for a couple of hours rather than thinking it through. To sum up, here is my two pence to marketers and agencies running influencer campaigns:

  • Choose your influencers wisely
  • Make it not just one-time activity but think on an influencer advocacy program
  • Measure not just the cream but go deep dive into each layer
  • Measure on a continuous basis to set benchmarks and understand the ROI of such campaigns vs other paid media

Let me know your thoughts as well.