When you’re executed finding influencers, conducting influencer outreach, writing creative briefs, and sending product (if it’s a gifting campaign)… all that’s left is telling your boss what labored and why.
Influencer advertising marketing campaign reporting may be some of the intimidating components of influencer advertising. You is likely to be asking your self:
- What are a very powerful content material, platform, and influencer statistics to incorporate?
- Did my influencer advertising marketing campaign carry out effectively relative to my funds?
- What insights can I glean that may enhance our influencer advertising efficiency?
Under, we cowl the 5 elements that must be included in any influencer advertising marketing campaign report. Alternatively, when you’re brief on time you may merely fill in this template. Or, when you’re a Traackr buyer you may merely obtain marketing campaign stories directly from your account.
5 Necessities for an Influencer Advertising and marketing Marketing campaign Report
1. Basic influencer advertising marketing campaign efficiency
Each marketing campaign is a studying alternative, and gives information that helps you establish the place to enhance. When recapping an influencer advertising marketing campaign, there are usually three key efficiency indicator (KPI) classes that you need to observe and report on:
First, efficiency metrics – or the measurement of how effectively an influencer’s content material helped you get nearer to your marketing campaign objective.
The kind of efficiency metrics that you just report on will rely in your marketing campaign’s objective. Was it prime of the funnel, and centered on consciousness? Or center of the funnel, and centered on consideration/engagement? Listed here are efficiency metrics, damaged down by funnel objective:
Consciousness
- Variety of activated influencers
- Variety of whole posts or mentions
- Mentions / influencer Attain
- Impressions
Consideration
- Variety of views
- Variety of engagements
- Variety of feedback (spotlight a couple of of the perfect!)
- Engagement charge
- Clicks
- Web site site visitors
Conversion
Subsequent is spend effectivity – or the analysis of efficiency metrics, relative to your funds (learn more here). Some spend effectivity metrics embrace:
- Price per submit
- Price per engagement
- Price per view
- Price per thousand impression
- Price per click on
Figuring out how a lot an influencer goes to price per impression, engagement or video view provides you the power to judge price and allocate the suitable funds and compensation subsequent time.
Lastly, you have got Model Vitality Rating (VIT) – or the analysis of how effectively influencer generated content material earned the eye of your viewers. VIT measures the visibility, impression and belief for every influencer, piece of content material produced and on your total marketing campaign. You can learn more about VIT here.
2. Content material insights
In your report you’ll need to have an outline of which content material carried out greatest on every platform on your influencer advertising marketing campaign. Embrace a breakdown of every platform, with metrics for the highest performing creator’s posts.
This may help you extra simply establish themes amongst content material that performs effectively on particular platforms. For instance, a magnificence model may uncover that extremely stylized, chromatic make-up tutorials do nice on Instagram however not on TikTok. Or, that magnificence tutorials with a comedic twist do nice on TikTok however not YouTube. All these insights may help inform your future technique.
3. Creator efficiency and insights
See which influencers carried out greatest by together with a efficiency abstract of all of your companions. Create a desk that features metrics like variety of posts, engagement charges, video views, attain, impressions, and estimated impressions for every influencer.
Much like your content material evaluation, search for themes in your creators’ efficiency. What sort of influencer tends to carry out greatest on sure metrics? For instance, do you discover that mid-tier influencers have increased engagement charges than VIPs or megas? Or do you discover that VIP and mega influencers drive extra attain and impressions?
This may help know what to tweak on your subsequent marketing campaign’s technique. In case your objective is concentrated on driving consciousness, it’s possible you’ll need to take into account working with extra of the influencers that drive attain and impressions. However, if you’re centered on consideration and engagement, you may need to work with influencers which have increased video views and engagement charges.
Tip: Discovering related, excessive performing influencer companions is an artwork in itself! Listed here are 3 data-driven strategies that may assist you discover nice companions on your subsequent influencer marketing campaign.
4. Social platform efficiency
Together with a breakdown of platform efficiency in your influencer advertising marketing campaign report provides you with deeper insights to tell your technique. Show this information in a method that means that you can examine KPIs reminiscent of posts, engagements, and video views on every platform, side-by-side.
Ask your self, which social platforms – throughout all influencers – did effectively? Search for spikes or discrepancies within the information with a view to offer you a fuller understanding of what occurred. For instance, did Instagram have the very best quantity of mentions however fall behind TikTok in engagements and video views? Was there a selected time inside your marketing campaign (possibly per week or a day) the place metrics have been increased? What theories are you able to derive from the information, and what experiments do you are feeling can be good to check out within the subsequent marketing campaign?
Tip: There are some variations between influencer marketing campaign content material that works on TikTok vs Instagram. It’s essential to attempt to create a novel technique for every platform!
5. Key learnings and subsequent steps
The most important mistake you can also make when creating an influencer advertising marketing campaign report?
Leaving out the “what’s subsequent”.
To wrap up your report, jot down a couple of ideas onto a slide about what you discovered from the information shared (what went effectively, what went incorrect?), and the way you’d like to maneuver ahead.
It’s even higher when you can present your group with an inventory of experiments you’d prefer to run subsequent.
As everyone knows, the social media and influencer advertising world strikes at a quick tempo. The secret’s to check, measure and study quick so you may keep forward of the curve.
“There’s no time to dwell on the previous. On daily basis good content material is placed on TikTok that, for no matter purpose, doesn’t land. It’s simply part of the educational expertise, so preserve trying ahead.” – Dustin Goot, Head of Monetization at TikTok.
