Influencers

More and more companies are turning to influencers (both micro and macro) to reach their target audiences. Fans often view these opinion leaders as trusted figures, which is why their recommendations are now even considered more effective than traditional campaigns. Ideally, the values they stand for can also rub off on the company over the course of a campaign. Alongside product sales, the primary focus for companies is on increasing brand awareness and enhancing the brand image. Soft objectives, such as building trust, are difficult to quantify. Nevertheless, the success of such measures can be measured.

Likes, shares, comments

Alongside reach, the engagement rate is a key quantitative indicator of success. It describes the ratio of engagement compared to the number of people reached. The use of a campaign hashtag provides an overview of product and brand mentions. Another metric that can be tracked is the growth in the company’s fan base before and after the campaign. However, if several campaigns are running simultaneously, it is difficult to attribute results accurately. Visits to the company website or online shop also provide information on success. Of particular interest here is where visitors were directed to the site from. 

Individual evaluation rather than an analytics tool

The quality of the posts is crucial for a successful collaboration. How is the brand portrayed? The better the influencer’s personality and topics align with the brand, the higher the credibility. Recognition and influence within the fan community also play a role. It makes sense to evaluate the reactions to the campaign. It is not just the quantity, but also the sentiment of the people reached that counts.

Our view

The criteria for measuring the success of influencer relations should ideally be taken into account right from the planning stage. With mass-market products, the figures achieved are often the main focus; with a niche product, the focus is on quality. In principle, it is worth considering both aspects.

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Service: Online communication