The Benefits of Tracking Paid vs. Organic Social Media Metrics

Influencer marketing is effective in generating brand awareness and engagement among target audiences. But what if we tell you that influencer marketing can do more than just create brand awareness and engagement? Yes, it can drive measurable sales, even if they are happening offline. In this blog post, we will explore how you can take influencer marketing analytics tracking beyond the typical organic metrics of engagements and followers.

Social media metrics reporting

While standard influencer marketing campaigns provide organic metrics like followers, impressions and engagements, leveraging paid media takes your marketing dollars further. You get access to paid metrics like completed views, views over 30 seconds, CPE, CTR, engagement rate, and more. You can enhance your reporting further with IZEA solutions like e-commerce tracking, retargeting, retail sales tracking and more.

The benefits of paid media

Although organic media tends to pull in an audience over time, it’s not a sustainable marketing strategy all alone. Here are some of the benefits of paid media:

Measure your KPIs

Paid media, such as advertising or influencer marketing — especially when done online, allows brands to track their return on investment. Thanks to the ever-evolving tools available to marketers, you’ll know exactly how much you spent and what kind of results you achieved using metrics like engagement, click-throughs, conversion rates, cost per lead, and average order value, among many others.

Whether you want to track app downloads, lead generation or brand awareness, paid media is the way to go.

Turn smaller influencers into mega-influencers

Brands using nano- or micro-influencers tend to pay less for these collaborations and can put marketing dollars toward paid media to amplify the content. With paid media, we maximize content by promoting it through the creator’s handle on various social platforms and optimizing for performance. Paid media also extends the life of a post from days to months or longer.

Target audiences with greater precision

By collaborating with niche influencers, you have the opportunity to connect with your brand’s specific target audience. However, if you want to take it a step further, paid media can help you achieve even greater precision. Paid media targets more ideal customers, even if they aren’t organic followers.