Influencer marketing has become one of the fastest adopted marketing tools because it delivers results.
When built strategically, influencer marketing programs help brands address some of their biggest marketing challenges, including increasing awareness, engaging consumers, launching new products, and driving audience action.
However, according to despite influencer marketing’s growing popularity, more than half of marketers cite measuring the performance of their influencer marketing programs as a key challenge.
As a result, brands and agencies are moving away from vanity metrics like reach and follower count, which say little about program effectiveness.
Instead, they are gauging success by tracking against performance metrics like engagement, clicks, and conversions, all of which indicate high levels of audience interest and action.
Engagement is an important indicator of how well a specific piece of content resonates with an audience.
Brands specify guidelines to ensure the content aligns with their business goals, but because influencers convey the brand’s message in their own unique way, they retain the authenticity that made them popular in the first place.
Influencers attract their followings through a proven ability to inspire an emotional, trusted connection with their audience.
As a result, consumers are more likely to engage directly with the sponsored content, driving likes, shares, and traffic to the brand’s website and landing pages.
Clicks to a program landing page prove that consumers are taking action after being inspired by influencer content. The best influencers tell compelling stories through their visual and written content, encouraging their audiences to learn more about the sponsored product.
83% of consumers trust recommendations and take action as a result, making conversions the ultimate indicator of influencer marketing’s ROI.
Conversions, which clearly demonstrate brand and/or sales lift, can be measured in a variety of ways – coupon downloads, email captures, registrations, contest entries, purchases, etc.
The article was originally published on Linqia.com