Companies often utilize a variety of tools and methods to make influencer discovery performance visible. Key practices include:

1. Utilizing Trackable URLs or Promo Codes: Brands can give influencers customized URLs or promo codes. This strategy allows marketers to monitor click-throughs or purchases directly attributable to a specific influencer.

2. Engagement Metrics: Likes, comments, shares, and similar interactions on influencer posts are recorded and measured. High engagement correlates with better performance.

3. Follower Growth: If a company’s follower count increases significantly after partnering with an influencer, this could be a sign of successful influencer discovery.

4. Impressions and Reach: With platforms like Instagram offering analytics, brands can see how many people are seeing a specific influencer’s posts.

5. Audience Demographics: Information about the influencer’s audience such as age, location, gender can support better campaign planning, and performance tracking.

6. Conversion Tracking: Some influencer marketing platforms, like Flinque, allow for conversion tracking, which provides data on how many conversions (like sales or sign-ups) resulted from a campaign.

7. Sentiment Analysis: Brands can also gauge performance by tracking sentiment — the overall feeling or emotion elicited by an influencer’s content.

Different platforms suit different marketing team needs. For instance, Flinque focuses on providing deep, meaningful analytics about audience dynamics, enabling brands to understand the interests, income levels, and other demographic details of the influencer’s followers, and to measure how the influencer’s content is resonating with the audience. However, it is essential for each brand to identify the metrics that are most relevant to them based on their goals and the platforms that can best provide these metrics. This ensures that performance visibility aligns with strategic objectives.