These days, data rules the world. From fitness trackers to apps that monitor how much water you drink, it’s likely that you don’t go through your day without using some data point to assess how you’re doing.
If you’re using data to measure tiny things like the number of steps you take daily, why wouldn’t you use data to measure things that might be more pressing — like the results of an influencer marketing campaign, or even the influencers themselves?
Influencer marketing data lets you see whether or not a particular influencer is a good fit for your brand. Data also allows you to evaluate the results of a campaign so that you can be sure that it’s delivering the results you wanted.
You can measure pretty much anything. With influencer marketing data, it’s all about knowing what’s worth measuring and what will be the most beneficial to you and your brand.
Influencer Marketing Data: Stats About Influencers
When you are getting ready to launch a new influencer marketing campaign, you’re likely going to need to find and connect with new influencers. Influencer marketing data that concerns a specific influencer can give you an idea of whether or not a person is a good match for your brand or for the campaign you’re creating.
Data you can gather about individual influencers includes:
- Follower count. At one point, follower count was one of the most important data points you could gather about an influencer. The thinking was that the more followers, the better. But then word got out that a lot of influencers were buying followers, and that fake accounts were rampant. Suddenly, follower numbers were no longer the be-all and end-all of an influencer’s worth. Some companies, such as Unilever, went so far as to say that they’d cut off relationships with influencers who bought followers.
- Reach. Reach might be a more useful data point to look at when evaluating influencers. Reach lets you know how many people are actually seeing an influencer’s posts and content. For example, if an influencer has 100,000 followers and only five people look at their content, that’s a pretty dismal reach statistic. But if an influencer has 10,000 followers and 9,000 people see and interact with a post, then they are in some ways more effectively influencing people than the person with 100,000 followers.
- Engagement level. Engagement rate is the number of people who interact with an influencer’s post, such as by sharing it, liking it, or leaving a comment on it.
- Audience type/age. An influencer might have great engagement rates and a high reach, but if they’re reaching an audience that isn’t your target audience, you might not get the results you’d expect from working with them. Understanding the audience type or audience age of an influencer helps you better see whether they’re a good fit for your company.
- Active platforms. Active platforms are the social media sites where an influencer posts, or where they have the greatest reach or engagement levels. While some influencers only use one or two social platforms, others are active on four or five.
Influencer Marketing Data: Stats About a Campaign
Just as you can use influencer marketing data to assess the suitability of an influencer for your campaign, you can use data to measure and assess the results of a campaign.
Campaign data can include:
- Traffic. Traffic is the amount of website traffic your brand gets as a result of posts and shares from influencers. You can track it by creating specific URLs for each influencer your work with.
- Social shares. Social shares are the number of times influencer posts are shared by their followers. Shares can also be the number of times people share a link to your brand or to other content produced by an influencer for your brand.
- Interactions. Interactions are the number of times people responded to or reacted to an influencer’s post, or to all of the posts included in your campaign. You can measure total interactions, or separate the data points out by number of likes, number of comments, and so on.
- Return on investment. You’re most likely spending money on influencer marketing, but how much money is it making for your brand? Return on investment data points let you assess your total spend compared to your returns.
Why Do Marketers Need to Care About Influencer Marketing Data?
The big reason to care about influencer marketing data is that it allows you to make informed choices. When you can see who an influencer talks to (or who’s listening to an influencer), how many people are inspired to take action because of an influencer’s posts, and where that influencer has the greatest impact, you can easily see whether or not they’re a good fit for your company.
In the long run, data helps you save money. You’re less likely to choose the “wrong” influencer or an influencer who’s built their “reputation” on phony follower counts. When you partner with influencers who are not only the real deal, but who also have some influence over the audience you want to connect with, you’re going to get better results and spend less money over time than if you were to take a shot in the dark.
Using influencer marketing data to measure the results of a campaign provides you with information that you can bring to the higher-ups or executives at your company to demonstrate the value of influencer marketing and to make a case for potentially expanding your brand’s influencer marketing efforts.
How to Use Influencer Marketing Data
Now that you know what influencer marketing data is and why it matters, how can you go about using it? There are three times when using data is going to help you have the best campaign possible:
- Use data when finding influencers. Whether you use influencer marketing software, an influencer marketing marketplace, or a manual search, knowing what data points to look for will help you connect and partner with the most appropriate influencers.
- Use data when choosing what, where, and when to post. Data can help you figure out the best time for influencers to post, the best social platforms for them to post on, and the content that gets the best results.
- Use data to analyze results and make adjustments. Influencer marketing data answers the question “how are we doing?” With that information, you can look for ways to make changes to your influencer marketing approach (if needed), or keep on doing what you’re doing.
Not only does data make it easier than ever to launch an influencer marketing campaign, it’s also easier than ever to collect. Influencer marketing software programs often let you see how your campaigns are performing and where there’s room for adjustments. At the start of a campaign, you can look at influencers’ stats and info to pick the people who are most likely to give you the best results.