Influencer Stats Tools You Need

Analyzing influencer statistics may not be as “sexy” as the creative side of marketing campaigns, but it’s a necessary component to gauge your efforts. How else would you know if you chose the right influencer, developed persuasive content, and generated leads? It can feel like a daunting assignment if you’ve been tasked with choosing the right influencer analytics tool to measure campaign performance. You’ll need to have a firm grasp of your brand’s marketing needs, wants, and budget to narrow down your options. For example, is a free influencer search tool enough, or will you fare better investing in a more robust set of influencer insights tools? Do you need an influencer stats tool with a comprehensive influencer marketing platform? Are you searching for an end-to-end solution that offers everything from UCG creation and content distribution to social monitoring and campaign management? Check out these tips to help you determine which influencer stats tools might provide the best match for your specific needs.

Why measuring campaigns is vital

Measuring your campaigns’ performance is about far more than whether you can pat yourself on the back for a job well done. Every piece of data shows you what worked, what didn’t, and where there’s room for improvement. Just check out some of what you can learn by analyzing metrics with an influencer tool:

• Did you reach the correct audience?
• Did your campaign generate a significant amount of engagement?
• Did you gain new followers?
• How much traffic did you get to your intended landing page, website, blog, or e-commerce store?
• Did you spark more branded searches?
• How many downloads, sign-ups, or sales did you generate?
• Did you choose the right influencers for your campaign?
• How long did your audience members engage with your content?

Most importantly, you’ll want to look at your campaign ROI. What will your team and the influencer do differently next time to improve upon it?

Which KPIs to track during a campaign

Your key performance indicators will provide quantifiable measurements for your future campaigns and marketing budgets.

Depending on the influencer tool you’ve chosen, your team should be able to measure performance from the following KPIs:

• Engagement: likes, comments, shares
• Click-through rate: how many times a prospect clicks on a particular link
• Referral traffic: the number of people who have landed on your desired page or site
• Conversions: desired actions taken (not just making a sale)
• Brand awareness: (reach, impressions, follower growth, brand mentions, hashtag usage)

Although most of the major social media platforms offer their own free analysis tools, experienced marketers know that a cross-channel influencer marketing platform is an investment that will quickly pay for itself.

What to look for in an influencer analysis tool

Once you’re ready to invest in a multi-functional influencer analysis tool, you’ll want to look for specific features to support your brand’s marketing efforts. Here are a few of those “extra” features that go beyond the basic tools you’ll find on individual social media platforms:

Social listening 

Social listening tools can identify and assess what’s being said about your brand, product, service, company, or the influencers with whom you’re considering a partnership.

Influencer and social media post-discovery

Influencer discovery tools help ensure you’re reaching the right audience. They allow you to search for content creators based on factors such as audience demographics, including age, location, gender, interests, and more.

Content analysis

The best content analysis tools can provide your team with data and insights on your campaign pieces’ quality, effectiveness, and relevance. With knowledge about the type of content that resonates with your audience, trending topics, keywords and hashtags, prime posting times, and the best tone and format for your brand, you can tweak content for maximum results.

Follower authenticity

Because the main benefit of influencer marketing over traditional marketing is its ability to put your brand in front of real people who have developed trust for the poster, fake followers can paint an inauthentic picture of an influencer’s clout. 

Luckily, advancements in technology — including the use of artificial intelligence — can now detect fake followers and their engagement on content. It’s an invaluable tool for marketers, who might otherwise be cheating their brand out of the opportunity to earn actual consumers’ attention, loyalty, and money. In terms of your team’s efforts, bots, and fake followers translate to fewer results for the budget you’ve been allotted.

If you’re new to influencer analytic tools, you’ll want to weigh how user-friendly each interface is, especially if you plan to start adding integrations with customer relationship management, Google Analytics, and Shopify.

Want to see what a comprehensive suite of tools might look like to give you a baseline for comparison? Check out IZEA’s Flex, a next-generation influencer marketing platform for brands of any size.

Influencers:

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Marketers:

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