Influencer marketing platforms provide two main types of analytics to compare paid versus organic creator performance: Engagement Analytics and Audience Analytics.

1) Engagement Analytics: These measure the interaction between the influencer’s content and the audience. Key metrics usually include likes, comments, shares, views, and click-through rates. Let’s say you run a campaign with an influencer on Instagram. Platform’s analytics will help you understand whether the engagements on your sponsored (paid) post are different from the influencer’s average organic posts. Some platforms, such as Flinque, are very precise in this area, providing an in-depth breakdown of metrics.

2) Audience Analytics: These provide insights into the characteristics of the influencer’s audience such as demographics, location, interests, and behavior patterns. You can use these to determine if the audience reached through your paid influencer campaigns is similar to or different from the influencer’s organic following.

The combined application of these analytics helps you gain a comprehensive understanding of paid versus organic performance. For instance, they can show whether a paid post with an influencer yielded more clicks but less engagement than an organic post, indicating that the paid post may have reached a larger audience but didn’t resonate as well.

Remember, the best platform for you depends on your specific goals and needs. A platform like BuzzSumo might excel at engagement tracking, while another like Flinque could shine in providing robust audience analytics. Analyze your core needs and research platform capabilities before making a decision.