When you’re completed discovering influencers, conducting influencer outreach, writing artistic briefs, and sending product (if it’s a gifting marketing campaign)… all that’s left is telling your boss what labored and why. 

Influencer advertising marketing campaign reporting may be one of the crucial intimidating elements of influencer advertising. You could be asking your self: 

• What are crucial content material, platform, and influencer statistics to incorporate? 
• Did my influencer advertising marketing campaign carry out nicely relative to my funds?
• What insights can I glean that may enhance our influencer advertising efficiency?

Under, we cowl the 5 parts that ought to be included in any influencer advertising marketing campaign report. Alternatively, when you’re brief on time you’ll be able to merely fill on this template. Or, when you’re a Traackr buyer you’ll be able to merely obtain marketing campaign studies instantly out of your account. 

5 Necessities for an Influencer Advertising and marketing Marketing campaign Report

1. Common influencer advertising marketing campaign efficiency

Each marketing campaign is a studying alternative, and gives information that helps you establish the place to enhance. When recapping an influencer advertising marketing campaign, there are usually three key efficiency indicator (KPI) classes that you need to monitor and report on: 

First, efficiency metrics – or the measurement of how nicely an influencer’s content material helped you get nearer to your marketing campaign objective. 

The kind of efficiency metrics that you just report on will rely in your marketing campaign’s objective. Was it prime of the funnel, and targeted on consciousness? Or center of the funnel, and targeted on consideration/engagement? Listed here are efficiency metrics, damaged down by funnel objective:

Consciousness

• Variety of activated influencers
• Variety of complete posts or mentions
• Mentions / influencer Attain
• Impressions

Consideration

• Variety of views
• Variety of engagements
• Variety of feedback (spotlight just a few of the most effective!)
• Engagement price 
• Clicks 
• Web site visitors

Conversion

Subsequent is spend effectivity – or the analysis of efficiency metrics, relative to your funds (study extra right here). Some spend effectivity metrics embrace:

• Value per put up
• Value per engagement 
• Value per view
• Value per thousand impression
• Value per click on  

Realizing how a lot an influencer goes to value per impression, engagement or video view provides you the flexibility to guage value and allocate the suitable funds and compensation subsequent time. 

Lastly, you’ve gotten Model Vitality Rating (VIT) – or the analysis of how nicely influencer generated content material earned the eye of your viewers. VIT measures the visibility, influence and belief for every influencer, piece of content material produced and on your total marketing campaign. You’ll be able to study extra about VIT right here. 

2. Content material insights

In your report you’ll need to have an summary of which content material carried out greatest on every platform on your influencer advertising marketing campaign. Embody a breakdown of every platform, with metrics for the highest performing creator’s posts. 

This may help you extra simply establish themes amongst content material that performs nicely on particular platforms. For instance, a magnificence model may uncover that extremely stylized, chromatic make-up tutorials do nice on Instagram however not on TikTok. Or, that magnificence tutorials with a comedic twist do nice on TikTok however not YouTube. A majority of these insights may help inform your future technique.

3. Creator efficiency and insights

See which influencers carried out greatest by together with a efficiency abstract of all of your companions. Create a desk that features metrics like variety of posts, engagement charges, video views, attain, impressions, and estimated impressions for every influencer.

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Much like your content material evaluation, search for themes in your creators’ efficiency. What kind of influencer tends to carry out greatest on sure metrics? For instance, do you discover that mid-tier influencers have greater engagement charges than VIPs or megas? Or do you discover that VIP and mega influencers drive extra attain and impressions? 

This may help know what to tweak on your subsequent marketing campaign’s technique. In case your objective is concentrated on driving consciousness, chances are you’ll need to think about working with extra of the influencers that drive attain and impressions. However, in case you are targeted on consideration and engagement, you may need to work with influencers which have greater video views and engagement charges. 

Tip: Discovering related, excessive performing influencer companions is an artwork in itself! Listed here are 3 data-driven methods that may allow you to discover nice companions on your subsequent influencer advertising marketing campaign.

4. Social platform efficiency

Together with a breakdown of platform efficiency in your influencer advertising marketing campaign report offers you deeper insights to tell your technique. Show this information in a approach that lets you evaluate KPIs equivalent to posts, engagements, and video views on every platform, side-by-side.

Ask your self, which social platforms – throughout all influencers – did nicely? Search for spikes or discrepancies within the information as a way to offer you a fuller understanding of what occurred. For instance, did Instagram have the very best quantity of mentions however fall behind TikTok in engagements and video views? Was there a selected time inside your marketing campaign (possibly per week or a day) the place metrics had been greater? What theories are you able to derive from the information, and what experiments do you are feeling could be good to check out within the subsequent marketing campaign?

Tip: There are some variations between influencer advertising marketing campaign content material that works on TikTok vs Instagram. It’s vital to attempt to create a novel technique for every platform! 

5. Key learnings and subsequent steps

The largest mistake you can also make when creating an influencer advertising marketing campaign report? 

Leaving out the “what’s subsequent”. 

To wrap up your report, jot down just a few ideas onto a slide about what you realized from the information shared (what went nicely, what went unsuitable?), and the way you’d like to maneuver ahead. 

It’s even higher when you can present your workforce with a listing of experiments you’d prefer to run subsequent.

As everyone knows, the social media and influencer advertising world strikes at a quick tempo. The secret is to check, measure and study quick so you’ll be able to keep forward of the curve.

“There’s no time to dwell on the previous. Daily good content material is placed on TikTok that, for no matter motive, doesn’t land. It’s simply part of the training expertise, so preserve trying ahead.”  – Dustin Goot, Head of Monetization at TikTok.

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