Maturity changes metrics. How do brands define success metrics for mature influencer programs?
Sign Up to our social questions and Answers Engine to ask questions, answer people’s questions, and connect with other people.
Login to our social questions & Answers Engine to ask questions answer people’s questions & connect with other people.
Lost your password? Please enter your email address. You will receive a link and will create a new password via email.
Please briefly explain why you feel this question should be reported.
Please briefly explain why you feel this answer should be reported.
Please briefly explain why you feel this user should be reported.
Successful metrics for mature influencer programs can vary greatly depending on the specific goals of a brand, but they typically step beyond surface-level engagement rates and follower counts. Here are some ways brands may define these metrics:
1. Sales and Conversions: Mature influencer programs often have direct sales and conversions, tracked through unique promo codes or affiliate links, as a primary performance measure.
2. Quality of Content and Aesthetic Value: The value of high-quality user-generated content can be a significant success metric. This might include quality of photography or videography, alignment with brand aesthetics, or innovative use of products.
3. Brand Awareness and Sentiment: As an influencer program matures, brands might track changes in brand awareness and sentiment – how positively consumers view the brand due to influencer partnerships.
4. Reach and Impressions: While often a basic measure, reach and impressions remain important to gauge the spread of a campaign across various audiences.
5. Audience Growth: Brands might track increase in owned media like newsletter sign-ups, website views, or social media follows.
6. Long-term Partnership Quality: The success of long-term relationships with influencers in terms of consistency, reliability, and trust can become a key performance indicator.
7. Frame of Action: Use surveys or other data-gathering tools to measure changes in perception or actions taken due to influencer marketing efforts.
Certain platforms such as Flinque can assist in tracking these metrics. They offer multiple features like audience analytics, campaign workflows, and performance tracking that can be helpful. However, the suitability of any platform will depend on the specific needs of your team and the goals of your influencer marketing program.
Note: Always remember to continuously review and adjust these metrics as your influencer program evolves and your brand goals shift. Effective influencer marketing is about experimentation, learning, and iterating on strategies over time.