At The Blogger Programme, we’re all about Influencer Marketing. Whether it’s blogs, YouTube, Instagram, Facebook or Pinterest, we create campaigns which benefit both brands and influencers. For brands, these benefits are becoming increasingly important. With 5% of global marketing spend estimated to be dedicated to influencer marketing by 2020, everyone is looking to prove the ROI to those that hold the company wallet. Some people make campaign measurement out to be really complicated, but it’s not. The industry is continually moving forward and making it easier. To prove this, we’ve created a quick ROI guide below, based on the most common marketing objectives:
Reach is the measurement that tells you how far your marketing message has travelled. The further it goes, the more likely you are to meet your sign up / click through / sales KPI's and so on, so it is an important factor! It is calculated using each influencer’s followers, impressions and depending on the campaign, any relevant click through data. Of course there variables that you must take into consideration too e.g. Influencer tier, budget, channels used etc.
So, your campaign has reached a huge amount of people, but how many have liked, shared and commented on the content?This is what campaign engagement is based on. The most effective way to achieve high engagement rates is to provide quality content and communication, which overtime, builds consumer loyalty and brand affinity. At the moment, the industry average for campaign engagement is around the 2% mark.
So many people underestimate the value of great influencer content. The cost is often lower and the long term benefits deeper than brand generated adverts, particularly across social channels. Additionally, it provides better leads as the audience are actively choosing to interact with the influencer promoting your brand, not being served by an algorithm. Based on campaigns run by The Blogger Programme, we consistently see a higher engagement rate (the important thing we talked about above) in influencer content than the branded content our clients create in-house. As well as this, brands often use the influencer’s content across their own channels which reduces the amount of budget spent on shoots and creative projects in house. User generates content is a great thing to use on your brands profile, especially if the influencer is well known.
There are of course lots of other metrics you can use to measure influencer marketing, the choice is normally based on campaign objectives and the wider marketing goals, but these three are a great starting point. If you’re looking to make influencer marketing really work for your brand, get in touch with our team and we can help you navigate this growing, ever-changing industry!
Want us to create a free influencer marketing proposal along with suggested influencers for your brand? Get in touch over at www.thebloggerprogramme.com