Tracking Results to Evaluate Influencer Success

Course content (32 lessons)

Knowing how to evaluate if an influencer campaign is essential. You want to ensure you’re getting a return on investment when you invest your hard earned money into advertising with influencers.

How to Track Results:

Goal: Content Engagement | Results: Likes, comments

Goal: Sales | Results: Discount code use or clicks to a trackable link (like clk.im, bit.ly)

Goal: Content | Results: More subjective, though it’s whether or not you can reuse the user generated content for your feed, or to promote with paid marketing

Tool to track your campaign: You can use this Google Sheets Doc as a template to track your campaign. (Note: Go to File → Make a Copy to save your own tracking document)

Tool to download high resolution images on Instagram (to reuse): Downloadgram.com. If that tool doesn’t work for you, you can find other helpful suggestions in this article: The secret trick to downloading full-resolution Instagram photos (via The Daily Dot)

[MUSIC PLAYING] With any marketing effort, you need to understand your return on investment. Whether it's getting more followers, increased exposure, or more sales, evaluating success is essential. This is where your campaign matters. Reflect on the goals you originally set. This will help you build out a tracking spreadsheet. I've attached a template below, but you might want to adjust it, depending on your own campaign goals.
Let's look at some examples. If you're looking at content engagement as your main goal, you'll obviously want to track the likes and comments on the influencer's page. Make sure you turn your post notifications on for the influencer you're working with. This will mean you know exactly when they post their content. It can be interesting to see how quickly they get likes and comments on their content. You may want to track this by hour, by day, or by week.
It's entirely up to you, but I recommend keeping a very close eye on your first few campaigns. You'll learn a lot. If you're tracking something like engagement, take a look at some of the other posts' engagement rates. It's a great benchmark to see how well your content's performing. For a campaign more focused on sales, you'll want to look at a discount code or trackable link that's shared by your influencer partner. You can create a Shopify discount card to provide them.
Discount codes will show you total sales generated from that influencer. What I like to look at is the trackable link for my campaign. I really like to see how well my audience reacts to my website. Sometimes, I'll work with an influencer who drives a ton of traffic to my site, but doesn't actually generate many sales. This could indicate the influencer's audiences isn't exactly the right audience for my product. Sometimes, you'll see the opposite too.
You might work with a micro-influencer who sends a few hundred people to your site, all of whom end up buying your product. The last great piece of your influencer marketing campaign is the content that's produced. This high-quality, influencer-generated content is something you can download and keep for later. I've added a link to a brilliant little tool that lets you download high-resolution images from Instagram. There you have it, just a few ways you can keep track and evaluate the success of your influencer campaign.
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Tracking Results to Evaluate Influencer Success

Course content (32 lessons)

Overview

01 |How to Build An Engaged Following on Instagram

02 |How to Create Content that Converts Followers to Customers

03 |⌛ Halfway There... ⌛

04 |How to Create an Instagram Sales Funnel

05 |How to Make more Sales with Influencer Marketing

How to Track Results: