Instagram influencers are flooding the feed, but which trendsetters will be the best advocates for your brand? And whose popularity translates into better results? Listed below are eight ways to measure and benchmark your performance when using Instagram influencers.
Before brands plan their social media marketing budgets, it’ s important for them to question their very own performance and ask how they want influencers to meet their goals.
1 . Assess Your Brand Reach Today
Benchmarks are important because they give you a snapshot of the brand’ s performance now; additionally they provide the foundation to optimize your marketing campaigns and learn from previous mistakes and successes.
Set Your Benchmarks
Before reaching out to influencers on Instagram, get an overview of the current performance so it’ t easier to set up benchmarks to compare after and before influencer campaigns. Distinguish what is regular for social media growth, like whether or not a gain of 50 followers in a single day is significant to your main point here or not.
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How many unique users are you achieving on Instagram and other marketing stations? What is the average number of followers obtained month over month? Which are your own most popular posts, and how many keys to press have they each received? These are just some of the questions to ask yourself when utilizing Instagram analytics to go over your performance.
Look at Website Performance
In addition to tracking your performance upon Instagram and across your various other social channels, evaluate key overall performance indicators for your website, like month-to-month traffic and conversion rates.
Here are some KPIs for website overall performance to consider, many of which can be tracked within tools like Google Analytics:
- Page views
- New visitors
- Returning visitors
- Bounce rate
- Average time on web page
- Conversion rate
- Goal completions
- Goal conversion rate
- Organic traffic
- Price per lead
- Price per transaction
This helps you better see apparent changes to your website traffic or income that you could attribute to spikes or even decreases to Instagram influencers post– campaign launch. You can also use evaluation tools to measure the website efficiency of your competitors and compare metrics domain vs . domain.
2 . Determine the Right Campaign Targets
After measuring your own initial stats, establish quantitative objectives and objectives for your campaigns plus Instagram influencers. Are you aiming for a lot more engagement on social channels or more traffic to your brand website?
Goal examples include increasing:
- Social followers
- New website visitors
- New subscribers
- Movie views
- Video period
- Session duration
- Engagement rate
- Conversion price
- Average per-visit worth
Once you collect your post-campaign social stats, you’ ll see if you achieved your own goals, and you can better identify which usually factors led to your success. Nevertheless , if you don’ t have the equipment to track and benchmark these attempts, it’ s more difficult to know if you succeeded.
Whether it’ s Instagram Stories , videos, or images, know what to track and what can lead to better goal setting.
3. Check Your Hashtag Metrics
It’ s hard to ignore the power of hashtags. When influencers post to millions of followers, their hashtags might show up as trending . When using Instagram influencers for a particular marketing campaign, determine which hashtag metrics to concentrate on. This includes how often your branded hashtags are used, any unique hashtags assigned to influencers, and more.
Blaireadiebee, who has more than 1. 1 million followers, used the hashtag #ColorCompleteCollective to group her posts and other influencers’ for a marketing campaign sponsored by argan oil industry leaders. With this hashtag, marketers behind the campaign can tally up total posts, views, and engagement more easily.
If there are promotions and contests through influencer posts, use those hashtags like #giveaway. As part of your campaign, you might include rules and conditions meant to meet your performance goals, such as following your brand’ s account or engaging with a post. In this case, you want influencers to use hashtags like #commenttowin and #liketowin.
Besides these hashtag marketing examples, find out which hashtag topics are trending, and get influencers to capitalize on the moment to grow follower numbers and engagement. Get inspiration from other Instagram users by searching the #sponsored tag. Instagram categorizes results by Top Posts and Most Recent so you can see which sponsored posts are popular and which may be trending.
Hashtags are also useful for finding new influencers. Use Instagram analytics to see which users are the most active and popular posters of particular hashtags.
4. Review Traffic from Unique Links
Your goal might be to have the most popular post on Instagram for your target hashtag, but achieving this might mean little when your own business website traffic is stagnating. Give your influencers unique links to include in Instagram posts to track visits to your website.
Another way to increase site clicks is to include unique URLs in your brand account’ s bio for influencer-involved promotions, such as giveaways.
5. Closely Monitor Brand Engagement
Why do brands hire influencers? A big part of that is how they interact with their follower base, which they have invested a considerable amount of time growing.
Influencers have positive interactions with their followers that make them come from a place of trust and authority. When influencers highlight a product or service they used, followers are more likely to listen, because they like and relate to these trendsetters.
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This will become apparent in wedding metrics, such as engagement type (likes or comments) and engagement over time. A simple way to track changes to these metrics would be to calculate engagement rate by dividing your chosen metrics by post impressions.
You will get a percentage you could compare to your goals, like upping your overall engagement rate for comments by 5% month over month.
Engagement with Instagram Stories
Since Instagram Stories launched, brands and their influencers have a lot more ways to create content and talk to followers. According to Instagram , companies are responsible for 1 in 3 of the very most viewed stories on the platform. With all the introduction of Stories, there are other engagement metrics unique to this interpersonal channel, including:
- Taps Forward
- Shoes Back
These are types of interactions that display your brand which of your influencers’ Stories catch their attention plus encourage them to communicate with you.
Taps Forward and Taps Back again are the number of times users faucet on Stories to go forward or even backward, indicating whether content is sufficient to hold their attention.
Replies are counted when customers swipe up on a story and send out a message to your brand.
Exits are when an user leaves the story before finishing to go back to the previous page. When influencers are great brand promoters, you’ ll ideally see Replies grow and Exits fall.
Tracking engagement should not focus solely on numbers. The quality of the engagement is just as important. Within these sponsored posts, influencers can answer questions about products or services and point out other marketing channels, like signing up for brand newsletters.
6. Compare Growth with Your Competitors
Competitive analysis is essential if your industry rivals also use influencers. In addition to finding out which influencers and hashtags they use, it’ s also smart to analyze the performance on their websites. Simply Measured has competitive analytics tools to collect data related to influencers and competitor website performance.
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7. Assign Custom Promo Codes
Who doesn’ t love a discount? Armed with promo codes, influencers can give their followers the nudge they need to try out a new product or service by allowing them to save money.
Promo codes are also effective for marketers as a way to track traffic and conversions. When creating custom promo codes, including the name or username of individual influencers makes it easier to know which sales are attributed to particular influencers.
8. Engage with Prospects + Gauge Success
After coming up with your hashtag strategy and other components of your campaign, you’ ll need to manage your interactions with these new followers and prospects. With a social media management platform like Sprout Social, you can view comments, questions, tagged posts, and more for your brand in one place.
Connect all your social media channels on a comprehensive platform and check off any remaining items to stay on top of interactions with potential customers.
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