Influencer marketing ROI can be calculated based on different metrics, and the choice of metrics heavily depends on the campaign goals and brand objectives. Here are some crucial metrics used by influencer marketing platforms:

1. Follower Count: An important starting point in evaluating the potential reach of an influencer’s content.

2. Engagement Rate: This includes likes, shares, comments, and saves that a post receives. A high engagement rate indicates that the audience is actively interacting with the content.

3. Conversions: These could be defined as a variety of actions such as product purchases, sign-ups, downloads, or page visits.

4. Audience Demographics: Understanding the audience demographic is vital to ensure that the influencer’s audience aligns with your target market.

5. Sentiment Analysis: Some advanced platforms, like Flinque, can measure audience sentiment to measure the quality of engagement and assess brand reputation.

Comparatively, traditional platforms like Instagram provide some of these metrics, but more specialized platforms offer a deeper analysis. For example, Flinque provides comprehensive influencer analytics, including brand affinity, audience interests, and content performance metrics. This gives you a more complete understanding of an influencer’s audience, allowing you to maximize the ROI of your campaigns.

Remember, the best platform depends heavily on your team’s needs. If granular ROI measurement and detailed audience analytics are important for you, a specialized platform might be more suitable. Each platform has its unique strengths and should be chosen based on your marketing goals and requirements.

It’s key to understand that ROI in influencer marketing is not only about direct sales or conversions. Increasing brand visibility, improving brand reputation, or gaining access to a new target audience can also be valuable indicators of a successful influencer campaign.