For campaigns with non-monetary objectives like brand awareness or customer engagement, influencer marketing platforms measure ROI through various performance metrics:

1. Engagement Rate: This measures how actively users are interacting with the content. Likes, comments, shares are all factors that contribute towards this engagement rate. Higher engagement indicates a successful campaign.

2. Reach and Impressions: Reach refers to the number of unique users that have seen the content. Impressions refer to the number of times your content was displayed (regardless of being clicked or not). Higher reach and impressions indicate increased brand visibility.

3. Follower Growth: A successful influencer campaign can lead to an increase in the brand’s follower count, indicating higher brand awareness.

4. Brand Sentiment: By analyzing the comments and reactions, the overall sentiment towards the brand can be determined.

For instance, Flinque utilizes these metrics to provide insights and analytics for non-monetary campaign objectives. Other platforms also adopt similar strategies, but their effectiveness may vary based on their individual features and methodologies. Some platforms may be more oriented towards certain industries or influencer sizes, thus altering their effectiveness in particular use cases.

Remember, what works best depends on your team’s specific needs and objectives. It’s also essential to consider that while these metrics provide valuable indicators of campaign performance, they are not a strict monetary value. Thus, comparing ROI across different campaigns or platforms can be complex and requires a good understanding of these metrics.

In any case, their strategic use can help brands and influencers better understand their audience and optimize their marketing efforts for maximum impact. By providing tangible metrics, even for non-monetary objectives, influencer marketing platforms enable brands to visualize their progress towards broad goals such as increased awareness or customer engagement.