Influencer marketing, or social media marketing, is becoming more and more popular and shouldn't be underestimated in online marketing. To measure the success or failure of an influencer marketing campaign, you need key performance indicators (KPIs). In our article on measuring success after a campaign, we already gave you an overview of the most important KPIs for measuring a marketing campaign. In this article, we show you the KPIs that matter before a campaign starts – and therefore when choosing the right influencers.
Key performance indicators, or KPIs for short, are important metrics that reflect your company's performance. They help you analyze your marketing campaigns and track progress, and they enable you to achieve your marketing goals. On our influencer marketing platform Kreatory, you get insights into the following KPIs to help you choose the right influencers: target audience reach, engagement rate, story post reach, feed post reach, CPM reach, CPM impressions and the resulting Fit Score. You can also see the influencers' offers and book them directly if the influencer is a good brand fit. Below, we explain what this information means before a campaign starts.
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You only receive offers for your campaign from suitable influencers who match your search criteria. We let you search for influencers by age, gender, country and location as well as by category. This way, you can find the influencers that fit your brand and request offers from them. We offer more than 89 niche influencer categories. Besides beauty, fashion, fitness and food influencers, you can also find more niche influencers, e.g. garden, vegan, yoga, mom or family influencers and many more.
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As the word reach suggests, this value shows how many people can be reached with the shared content. However, since many influencers have so-called “dead followers” or fake followers, Kreatory calculates your target audience reach minus the fake followers. This value corresponds to the estimated share of followers who exactly match your campaign's target audience criteria. We focus on geographic targeting and analyze the demographic and sociodemographic information – i.e. location, gender, age and interests – of the people reached. That way, you know exactly how many real people among the followers match your target audience.
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The engagement rate is the ratio of comments and likes to your influencer's reach. In influencer marketing, an engagement rate between 1% and 5% is considered good. On Kreatory, the engagement rate includes all interactions with the post (likes, shares, comments, saves, answers, interactions). The number depends on the type of post and on the engagement options your influencer has enabled for their audience.
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How many people does an influencer really reach with a story post or a feed post right now? Thanks to our Facebook license, we know the actual reach of your future brand ambassador's story and feed posts. This gives you a realistic overview of how many people can currently be reached on average through your influencers' content pieces.
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CPM (cost per mille) impressions is also about the price you as a brand pay to reach 1,000 people. The difference, however, is that a person who has seen the content can be counted twice here. This happens when someone liked the brand ambassador's content and watches it again. As a result, impressions can actually be higher than an influencer's actual follower count.
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Based on the KPIs above and the goals you defined beforehand, the Kreatory Fit Score shows you which influencer best fits your marketing campaign. The score takes into account all elements such as target audience reach, current reach of feed and story posts, the influencer's offer, engagement rate and category information. This score lets you compare your potential brand ambassadors across all variables. It helps you decide on the right influencers.
Today, calculating traffic, real reach and engagement is what really matters. Follower count only lets you identify an influencer as such. Unfortunately, today we can no longer see whether your desired brand ambassador may have bought fake followers or had them bought for them. That's why Kreatory relies solely on the perfect Fit Score, calculated from data-driven, dynamic social media data.
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Would you like more KPIs for choosing the right influencers?
Let us know what information we should provide and send us an email at: datenschutz@kreatory.com
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Want to read more about fake followers and transparency in influencer marketing? Then check out our article “Transparency and Security in Influencer Marketing”.
👉 Want deep insights into influencer marketing & UGC sourcing and curious about our success stories?📈
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