10 Influencer Marketing Metrics & KPIs to Track Success

Before you begin any influencer marketing campaign, you need to know why you’re launching the campaign in the first place. One way to do this is by establishing influencer marketing metrics that you’ll examine throughout the campaign (and beyond). But which influencer marketing metrics will provide the most complete picture of your campaign and its impact? Here are 10 influencer marketing KPIs you can’t afford to ignore.

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1. Reach and Impressions

While reach and impressions are often talked about in the same breath, they’re not one and the same. Reach refers to the number of unique users who see your content, and impressions represent the total number of times your content is displayed. For instance, if 1,000 people see your content five times each, your reach would be 1,000, but you’d have 5,000 impressions. 

2. Audience Engagement

Audience engagement measures how much viewers interact with your content. On social media, people can engage in multiple ways, such as liking a post, leaving a comment, or sharing it. Higher engagement rates indicate that the content resonates with the audience.

The quality of interactions matters just as much, if not more, than the quantity. Some followers automatically like nearly everything their favorite influencer posts. Other users may ask questions, leave a question that sparks conversation, or tag their friends in the comments — and that’s the type of rich engagement you are after. 

3. Follower Growth

Monitoring the growth of your social media pages and the influencers you work with can help gauge whether a campaign is working. A steady increase in followers suggests an influencer’s endorsement is attracting new potential customers to your brand. 

Sudden spikes can indicate that a post was particularly successful and are an encouraging sign in influencer marketing metrics. A stagnation or decline in followers signals that you may need to tweak your campaign or work with a different influencer. 

4. Brand Mentions

Brand mentions track how often people mention your company on social media and other platforms. This metric helps you understand your campaign’s organic reach and influence. An uptick in positive brand mentions can show your message has spread, and a closer look at them can help you identify where you’re gaining traction. Social listening platforms can help you track these mentions and better understand what customers are saying about your company.

5. Social Media Share of Voice

Social media share of voice (SOV) measures your company’s presence on a platform compared to your competitors. SOV is the percentage of total industry mentions your brand receives. A higher number indicates greater influence, and tracking SOV helps you understand your position relevant to other companies in your niche. 

Building a strong share of voice can be challenging, especially when competing with established brands that already have large social media followings. Pay attention to subtle changes in your SOV, especially during influencer marketing campaigns. 

6. Website Traffic From Social Media

Influencer campaigns are often used to drive traffic to websites, encouraging viewers to sign up for services or make purchases. Tracking website visits from social media marketing campaigns gauges how effective your influencer partners are at directing their followers to you. Use tools like Google Analytics to monitor referral traffic and identify which personalities produce the most results. 

7. Conversions

Conversions are a foundational metric for all types of marketing campaigns — but keep in mind that conversions don’t have to equal sales. Any tangible business outcome that positively impacts your company can be a conversion. Demos scheduled and newsletter subscription signups are just two examples of non-sales conversions. 

Keeping tabs on these numbers helps you understand the impact of your campaigns on your bottom line. And with conversion tracking, you can attribute specific actions to your influencer marketing efforts. 

8. Revenue

Analyzing the sales generated from your campaign reveals your return on investment for influencer marketing campaigns. Don’t forget to use unique discount codes, affiliate links, or other tracking mechanisms to attribute sales directly to specific influencers.

9. Sentiment Analysis

Sentiment analysis helps you understand whether the conversations about your brand are positive, negative, or neutral. Tools that analyze this help you gauge the overall perception of your brand and the effectiveness of your influencer marketing in shaping that perception. Positive sentiment can indicate successful campaigns and increased brand favorability, while negative sentiment can help you make changes to improve your brand’s reputation. 

10. Search Interest 

Influencer marketing campaigns should get people excited about your brand — and your influencer marketing metrics will be able to prove this excitement. This excitement can be reflected in search interest, a metric that measures how frequently people query your company or products. An uptick in search interest indicates the influencers you’ve partnered with are raising awareness and generating curiosity about your brand. 

Why You Need a Video Production Partner

Hitting your influencer marketing performance targets requires an abundance of high-quality videos. The challenge of scaling video production keeps many brands from reaching their full potential — but you don’t have to manage it alone. 

You can overcome this common hurdle by teaming up with QuickFrame. Our talented team offers an end-to-end video production platform, as well as post-production solutions designed to maximize the value of existing assets. 

Ready to get started? Contact us today. 

Influencer Marketing Metrics & KPIs: Final Thoughts 

Tracking the right influencer marketing KPIs will help you understand the effectiveness (and efficiency) of your campaigns. Focusing on metrics such as reach, engagement, forward growth, and the other key indicators can give you a holistic view of your campaign’s impact. 

Using a data-driven approach will help you optimize your influencer marketing strategy to make targeted improvements that push you closer to your goals. Partner with QuickFrame to create compelling video content that will captivate your audience and drive success.