How you quantify the success of your influencer marketing campaign will depend on the key performance indicator goals you established at the outset.
Were you trying to generate reach into your target customers? Were installs or orders the main focus of the campaign? Were you looking for brand awareness? Or to try and increase the following on your company social media pages?
All these are measurable outcomes, which can be tracked through understanding the views and clicks on your branded content.
Views on your sponsored content are the widest parameter for identifying if it has been a success.
The more views, the wider the reach of your content and the more brand/product awareness you are generating.
Many of the views will be gained in the interim between your content going live and the influencer’s next piece of content, however, views will keep being gained indefinitely and if the influencer is growing could increase exponentially.
Tracking the views will also provide a viable mechanism for establishing your return on investment, namely, by calculating your cost per view – bear in mind this will decrease with time.
If the success of your campaign is dependent on sales, this can be assessed via a trackable link in the content description.
The number of times the link is clicked can be directly attributed to each piece of branded content, giving you a good indication of which part of your uplift in orders or installs was a direct result of the content and also enabling you to calculate a direct cost per order/install.
It is also possible to get a good indication of the organic or indirect result of your branded content.
That is the people who will be inspired to check out your brand or product, and possibly to purchase, as a result of the content but independently of the tracking link in the content description.
Combined with your knowledge of the clicks from the tracking link, this will provide a fuller picture of the success of your marketing.