In running campaigns, businesses today often rely on influencers. This strategy is known for effectively reaching the desired market more easily. However, how can one measure the success of a marketing campaign? Don’t worry, here’s how to measure the effectiveness of influencer marketing campaigns.

Read Also: 8 Tips to Choose the Right Influencer for Your Business

Recommended Tools and Metrics for Measuring Effectiveness

While influencer marketing is considered highly effective in increasing brand awareness and reaching a wider market, it’s important to measure its effectiveness. Especially now, as there are so many influencers. Here are the tools and metrics that can be used to measure effectiveness:

1.Offline Traffic

Offline traffic refers to the number of visitors coming to your business. In influencer marketing, this traffic is seen as the number of people accessing the business website. Often, influencers will promote an event or other offline activity during the campaign.

However, rather than requiring visitors to take a specific action once at the store, the conversion in this context is simply measured by the visit. The goal is generally to educate the audience. The direct way to measure influencer effectiveness here could be through visitor trackers and store vouchers.

• Visitor Tracker

Consider using a visitor tracker if you find it challenging to measure how many people are visiting your website via the influencer’s promotion. A visitor tracker allows you to track how many users visit the website through other channels. Interestingly, visitor trackers usually offer robust features.

Besides offering reports on website traffic based on daily, weekly, and monthly periods, visitor trackers can show the total number of website visitors, including new visitors, returning visitors, and unique visitors. It also tracks pages opened, including the number of pages viewed and reloaded, helping you assess the effectiveness of the marketing.

• Promo Codes / Store Vouchers

Digital coupons are a modern marketing tool that functions similarly to traditional store coupons. Influencers can promote your business by sharing unique store vouchers with their followers. You can track how many times these vouchers are used, which serves as an indicator of how effective the influencer marketing campaign is.

2.Online Traffic

• UTM (Urchin Tracking Module)

UTM is a set of parameters added to a URL. When someone visits a URL with a UTM, the analytics application records the value of these UTM parameters.

Facebook Analytics and Google Analytics can read and interpret UTM codes effectively. For example, a website URL might have UTM codes like “source,” “medium,” and “campaign.” These UTM parameters help analytics categorize website visitors, so you can distinguish between organic traffic and traffic from influencer promotions.

• Shortened URL

To attract followers’ attention more easily, you can use URL shorteners like Bit.ly. Shortened links appear more trustworthy and professional, making them more likely to be clicked. Bit.ly also provides insights on the performance of these links, such as the referring link channels, geographic location, and more, which helps assess the effectiveness of the influencer’s campaign.

3.Online Interaction

• Post Engagement

Online interactions between influencers and their followers can be a key metric for measuring the effectiveness of marketing campaigns. Engagement refers to the two-way communication that involves feedback from the audience about the content shared.

Positive engagement, such as likes and comments, is an indicator of successful influencer marketing. The way to measure engagement depends on the platform, like the number of retweets and likes on Twitter or post reactions on Instagram.

• Growth in Followers

The growth in followers is another metric to measure influencer effectiveness. A significant increase in followers suggests that the marketing strategy is effective.

It’s important to target the right followers, so influencers should align with the business’s target audience. You can even aim for followers within a specific age range to match your business’s demographic.

• Post Views

Post views represent how many people have seen a particular post. While post views don’t necessarily correlate with subscriber count, some accounts may get more views even with fewer followers. This can provide insight into which type of content resonates with the audience, especially if influencer posts garner more views than expected.

Conclusion

The tools and metrics above can be used to measure the effectiveness of influencer marketing campaigns. It’s crucial to define clear goals for a campaign before selecting influencers to ensure the campaign is aligned with your objectives and effectively reaches your target audience.

Don’t worry, Doxadigital, a digital marketing agency based in Jakarta, will help you choose the right influencers and measure their effectiveness to meet the goals of your business’s marketing campaign.

Masykur Hasyim( SEO Specialist | Sosial Media Specialist )

I am an experienced SEO Specialist who focuses on search engine optimization to improve website visibility and performance. With expertise in data analysis, keyword strategy, and content development, Masykur helps businesses achieve top rankings in search results.