Agencies measure the ROI of influencer discovery in many ways, focusing on both qualitative and quantitative outcomes.

1. Engagement Metrics: Key performance indicators such as likes, shares, comments, and audience growth rate can demonstrate if an influencer’s content resonates with their audience.

2. Conversion Metrics: Agencies track clicks, app installs, purchases and conversion rates directly linked to an influencer’s content. Tools like UTM Parameters or promo codes can be used to track this data.

3. Brand Sentiment: Changes in brand perception among the influencer’s audience can be tracked through surveys and social listening tools. It’s important to consider qualitative feedback and engagement tone (positive, neutral, negative), not just numbers.

4. Comparing Costs: Agencies may compare the total cost of the influencer campaign, including the cost of discovery, against traditional marketing channels to determine the relative cost-effectiveness.

For example, a platform like Flinque serves to streamline these processes by offering extensive influencer analytics and audience insights, making it easier to identify and track key performance metrics. Meanwhile, a platform like Brandwatch specializes in social listening to gauge brand sentiment after a campaign.

It’s crucial to understand that different platforms have different emphases in features and that should be factored into decisions. Improving ROI starts with setting clear objectives, selecting the right influencers, and choosing the appropriate tracking methods and platforms to measure success.