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Research Outline
Prepared for Annie Y. | Delivered February 24, 2020
Engagement Metrics Benchmarking
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Goals
To understand what metrics experts recommend to evaluate the success of an influencer campaign on Instagram.
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Early Findings
One
article
advises companies
t
o
t
r
a
c
k
: engagement per follower, follower growth, comments received, reach, most engaged hashtags, referral traffic and Stories metrics (if applicable).
Specific to
brands or campaign
s, other metrics to consider are click-through rate, hashtag growth rate and time/day post engagement.
D
a
t
a
b
o
x
states the ten most important
K
P
I
s
for influence campaigns are: ROI, conversions, CPC, CTR, referral growth, list growth, influencer audience loyalty, channel authority, engagement and reach.
One study found that for every $1 put into a successful influencer campaign, brands should expect around
$5.78
back.
However, around
25%
of campaigns lose money or break even.
Benchmarks
can depend hugely on the influencer's follower size, the money invested in the campaign, the original popularity of the brand and more. Engagement can depend greatly on the niche/industry.
M
icro-influencers
, who have higher engagement rates for their smaller followings, are growing in popularity among brands.
Conversions/sales are considered the most important metric in
2020
.
Earned media value is also considered a good way to
measure ROI
.
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