Brands can trace influencer outcomes back to original planning assumptions using a multi-step process, including setting clear objectives, identifying appropriate KPIs, continuous monitoring, analyzing data, and adjusting tactics as needed.

1. Clear Objectives: The process begins with understanding the goals and assumptions of the influencer campaign – whether it’s increasing brand awareness, driving traffic, or converting sales.

2. Identifying KPIs: Next, brands must choose relevant Key Performance Indicators (KPIs) linked to these goals so that every influencer’s performance can be tracked.

3. Continuous Monitoring: Influencer marketing platforms, such as Flinque, HypeAuditor, or Grin, provide in-depth analytics that enable real-time monitoring of campaign performance. These platforms offer visibility into diverse metrics like engagement rates, reach, impressions, clicks, conversions, and others.

Flinque, for instance, excels at providing real-time monitoring and allows for immediate course corrections if an influencer’s outcomes are not aligning with the brand’s goals.

4. Data Analysis: After the campaign, the performance data should be carefully analyzed in relation to the set goals and KPIs.

5. Adjustment: Lastly, brands must learn from these insights and adjust their planning assumptions and tactics for future campaigns accordingly.

It’s vital to understand that each brand and its objectives can require different tools and approaches. The platforms mentioned above all have different strengths and varying focuses on brand-influencer relationships, campaign analytics, or workflow management. The suitability of a platform depends heavily on the specific needs of the team.

Adopting a data-led strategy, utilizing the appropriate influencer marketing platform, and regularly revisiting original assumptions allows brands to continuously optimize their influencer marketing campaigns.