When we talk about influencers , we are fundamentally talking about reputation. We are therefore moving in the realm of the intangible rather than the verifiable. The influencer drives the decision to consume and, sometimes, does so in a very decisive way, but sometimes it is very difficult to attribute a specific weight to their influence in the mix of factors that form part of this decision.
Despite this, there are indicators that can be taken into account to try to understand the efficiency of influencer marketing .
To know what to measure on these influencers ' social networks , we must avoid falling into the trap of limiting ourselves only and exclusively to their likes . Sometimes it is common to think that the efforts made on the networks have the sole purpose of increasing awareness and engagement . However, this is only valid for some brands, usually already recognized.
How to know the ROI of influencers
We can know the ROI within influencer marketing through bulk sms canada several KPIs that we will obtain in different ways:
Direct sales : by providing our influencer with a unique code that their audience will use to pay, thus benefiting from a small discount. This way we will know to what extent the recommendation of this influencer influences the direct sale of a product. These redeemed coupons will serve as KPIs for later analysis.
Audience : perhaps this is the most common objective, but not the most important . This will provide us with another KPI that we will know as impressions , that is, the number of times our publication has been seen.
Potential customers: leads generated as a result of the publication.
Content generated by the influencer for your brand.
User reactions to posts related to our brand.
Number of followers gained on our social networks as a result of our ambassador's work.
influencer posing in a photo for her social networks
Last year, a report by the IAB of Mexico in its “Internet Communication Investment Study 2018” calculated a 34% increase in the investment in strategies with influencers in publications. For this reason, there are sectors where the work of the influencer is felt, and greatly, in the evolution and performance of brands. The reader will surely think of the fashion and beauty sector, and it is undoubtedly the main one, but today it is evident that the influencer strategy has expanded to many other impulse consumption sectors and even to others where the purchase decision is much longer, such as the automobile sector.
