Influencer analytics are metrics that help measure and evaluate a social media influencer’s engagement with their audience.
An influencer is part of a niche industry (like fashion, fitness, or cooking) and has a large social media presence. A career in social media involves interacting with a massive audience through various formats and types.
Influencers use social apps to create a personal brand, collaborate with companies based on their niche, or participate in multiple marketing campaigns.
Brands leverage influencer marketing platforms software and influencer analytics tools to identify which influencers and channels align best with their social messaging. The software can also help manage content generated by influencers and understand whether it is converting customers and increasing revenue.
Six main types of influencer marketing analytics are essential to analyze desired outcomes. These can differ based on the specific platform and metrics in place.
This metric has two connotations. The first is the total number of people who consume the generated content – for example, the number of times a photo or video was viewed on Instagram or Facebook. The higher the reach, the better the engagement.
Reach also reflects an influencer’s audience base. Micro-influencers can have anywhere between 10,000-50,000 followers, while macro-influencers have a larger following. Reach can also vary per influencer for different platforms.
This influencer metric is the number of times specific content is displayed on a user’s social feed. The number increases even if the same person views the content more than once. Impressions can often be much higher than reach and indicate how relevant and up-to-date the influencer’s content is for their audience.
Engaging with an audience is one of the most critical aspects of analyzing an influencer’s performance. Social media algorithms use engagement as the primary factor to determine whether or not to display specific content to more users. Evaluating audience engagement with an influencer’s community size is a good way to assess engagement activity across posts, stories, and live streams.
Measures the pace at which an influencer’s following increases on social media over a period. It analyses how quickly followers are gained and how consistent the growth is. Growth spikes can depend on post types and schedules based on the algorithm.
New net followers x 100 = %growth rate
Total audience
Social media traffic is a valuable metric for brands and companies with influencers to track campaign results through social media efforts. Influencers often use call-to-actions (CTAs) and product plugins to drive their audience to a company’s website. This helps build brand awareness.
Tracking social media conversions is a way to determine the return on investment (ROI) on influencer marketing. Conversions can be attributed to specific influencers using trackable links and tools to gauge the effectiveness of their social media activities.
Influencer analytics are beneficial for every stage of social media marketing. Tracking these metrics can help brands make decisions about future campaigns and build better relationships with influencers.