Influencer marketing has proven to be an effective way to build your brand. And if you’re not leveraging influencers as a part of your marketing strategy, you’re certainly missing out.
Influencer marketing focuses on key leaders on social media to drive your brand’s message to a wider audience. With influencer marketing, you’re not marketing directly to a large group of consumers but rather getting the influencer by either inspiring or rewarding them to get the word out for you.
Influencers have the power to create high-impact conversations with their followers who are your target audience. However, before jumping into a cooperation with an influencer, there are some key metrics that you should take into consideration to determine if your influencer campaign will be successful.
Here are four important metrics to influencer marketing:
1. Followers
The exact number of followers that influencers have varies from one influencer to the other. The number of followers is only really your first indicator that this individual has influencer potential. However, one Twitter user could have 2,000 followers, and the other may have 200,000 followers, but it’s their appeal and rapport with their followers that makes them most relevant.
So while looking at the absolute number of followers is important, it is only the initial step and first sign that your influencer marketing has the potential for success. Do take note that the bigger the influencer’s number of followers, the more it will likely cost you.
2. Engagement
The whole point of influencer marketing is to captivate your target audience. They could have millions of followers, but without the influencer’s ability to pique their interest, your efforts are worthless.
Engagement involves the followers’ actions when an influencer posts something. How many of their followers are viewing their videos and liking, sharing, or commenting on their posts? Engagement is an extremely valuable metric to measure long-term ROI since it is a good indicator of how consumers feel about your brand, beyond how they feel about the product.
3. Content
While content is not entirely a metric that is measurable, the quality of the content that the influencer creates is a crucial element to influencer marketing. You want to work with an influencer whose content and vision aligns with yours. Remember that they will represent your brand.
4. Location
If you have a small business that relies more on customers within your area, a local influencer would be more ideal for your marketing campaigns. If your influencer is within your city, their audience is likely more physically accessible to your business and looking for your services.
These four metrics are critical to ensuring that your influencer marketing campaigns are successful. Fedica helps you find top influencers by criteria that are relevant to you, including location, and provides deep analysis on them before and after the campaign. Influencers will be your voice when you need your brand to be heard; choose them carefully and your business will thrive.