When presenting influencer analytics to CFOs in financial terms, brands typically:

1. Specify the investment: This entails clearly stating the amount invested in influencer marketing efforts, including influencer fees, agency charges, production costs, etc.

2. Highlight the earned media value (EMV): Brands calculate EMV — an estimate of what the engagement would have cost if paid for like regular advertising — using industry-wide cost-per-impression or cost-per-click benchmarks.

3. Measure ROI: Define returns from the campaign in terms of sales revenue, lead generation, website traffic, etc., and present this against the investment.

4. Use the cost per acquisition (CPA) or cost per lead (CPL) metrics: Indicating how much was spent for each lead or customer acquired through the influencer campaigns.

5. Include influencer-specific metrics: Such as engagement rates, increase in followers, likes, shares, comments, which also has an impact on brand visibility and long-term growth.

Platforms such as Flinque provide in-depth analytics that can help brands translate these metrics into financial terms. By tracking and measuring influencer performance, Flinque’s data-driven approach enhances the transparency and accountability of influencer marketing, helping CFOs understand its impact. It’s crucial to remember that the right platform depends on a brand’s specific needs and objectives.

A concrete example is useful here: Suppose a brand spent $5,000 on an influencer campaign that led to 500 purchases of a $50 product, amounting to $25,000 in sales. The ROI would be calculated as (Sales – Investment)/Investment, that is, (25,000 – 5,000)/5,000 = 4. This means the brand made $4 for every $1 spent, a powerful figure to share with a CFO.

Presenting analytics this way makes it easier for CFOs to understand the financial impact of influencer marketing. The key is to use the language of finance, backed by robust data from a reliable platform like Flinque.