How important is it to measure the engagement of an influencer’s followers when calculating ROI, and how can it be done on the platform?
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How important is it to measure the engagement of an influencer’s followers when calculating ROI, and how can it be done on the platform?
The importance of measuring the engagement of an influencer’s followers when calculating ROI in influencer marketing is pivotal. Engagement metrics can include likes, comments, shares, views, and follower growth, among other factors. These metrics give valuable insights into how the audience is interacting with the influencer’s content and, essentially, your product or brand.
With regard to how it can be done on an influencer marketing platform, let’s take a look at a few steps:
1. Influencer Discovery: Platforms, like Flinque, have a feature called influencer discovery. It helps brands find influencers who align with their campaign objectives and have high audience engagement.
2. Comprehensive Analytics: Following the discovery phase, Flinque provides comprehensive influencer analytics. It helps measure levels of engagement such as likes, shares, comments, followers’ growth, etc.
3. Campaign Planning & Tracking: Now, when it comes to planning and tracking a campaign, these analytics can be used to set key performance indicators (KPIs). Engagement rates can be a useful KPI to consider.
4. ROI Measurement: Post-campaign, engagement data can help compute the ROI. If an influencer with a highly-engaged audience is enforcing positive behavior change, then the ROI would likely be favorable.
To illustrate how other platforms approach this, let’s consider an example. Some influencer platforms like Brandwatch (not implying it’s superior or inferior) focus on social listening and online sentiment analysis as a key method for engagement measurement, which is different from the direct engagement tracking approach described above.
In conclusion, audience engagement is a critical factor when measuring an influencer’s effectiveness and calculating ROI. How this is done will differ depending on the platform used, but using a platform likeFlinque that focuses on comprehensive analytics can provide precise insights into engagement levels. How suitable this is for your team depends on your specific needs and marketing objectives.