7 indicators for analyzing your influencer campaign

Influencer marketing is a strategic lever. It's no longer just about creating captivating content, but also about measuring its effectiveness to optimize your campaigns and maximize their ROI. Understanding what works and what needs to be adjusted is the key to turning a campaign into a real success.

But how do you determine whether your campaign has achieved its objectives? It's essential to rely on key indicators that reflect visibility, engagement and conversions. In this article, follow the advice of 18h08, France's #1 influencer agency, to discover the 7 key indicators you need to master to effectively manage your influencer campaigns. 

1. Reach and impressions: Measuring the extent of your visibility

To assess the initial impact of your campaign, it's essential to track the reach and impressions generated by your influencers.

• Reach This indicator measures the number of unique users who have seen the content.
• Impressions This is the total number of views, including repeats, indicating the extent to which the content has been broadcast.

These metrics are particularly useful for campaigns aimed at increasing brand awareness. A high reach demonstrates the effectiveness of your choice of influencers and the relevance of their audiences.

Case in point: A hair care brand launches a campaign with a macro-influencer. Thanks to his posts on Instagram and TikTok, the campaign reaches over 500,000 unique users in one week, considerably increasing the brand's visibility.

Tip: Analyze the data to understand which type of content generated the most reach, and adjust your future campaigns accordingly. These data are essential indicators for your influencer campaign, and are vital for guiding your decisions.

2. Engagement rate: Evaluate audience interaction

The engagement rate reflects the quality of interactions between the influencer and his/her audience. It is calculated as follows:

(Likes + comments + shares) / number of subscribers x 100.

A high engagement rate indicates an active, receptive audience. The micro-influencerswith their smaller communities, often achieve higher levels of engagement.

Case in point: A collaboration with a micro-influencer specializing in organic cosmetics generates an engagement rate of 8%. The comments show that his audience is particularly interested in environmentally-friendly products.

Tip: Choose influencers whose interactions with their audience are natural and regular, rather than those who rely solely on high visibility. Influencer campaign indicators linked to engagement offer a precise view of the quality of interactions. If you'd like more information, we've written this article on the 11 essential questions to find the right influencer.

3. Generated traffic: Observe clicks and CTR

When the aim of an influencer campaign is to attract visitors to your website, it's important to measure the traffic generated via links shared by influencers.

• CTR (Click-through rate) This indicator shows the percentage of users who clicked on a link in relation to the total number of views. A high CTR indicates that the content was relevant and engaging.
• CPC (Cost per click) For a paid campaign, the CPC reflects the cost of each click obtained thanks to an influencer.

Case in point: A make-up brand uses Instagram stories with tracked links to direct users to its site. The data shows that influencers who used clear calls to action, such as "Discover the new collection", generated a CTR of over 4%.

Tip: Integrate tracked links and monitor influencer performance to identify which convert best into traffic. These traffic-related influencer campaign metrics offer insights into the effectiveness of your content. For example, you can use Bitly or Google Analytics, both of which are available free of charge.

4. Conversions : The direct impact on your sales targets

Conversions reflect the effectiveness of a campaign in transforming interest into concrete actions, such as purchases or registrations. Assigning specific promo codes to each influencer is a common method of tracking these conversions.

Case in point: A clothing brand collaborates with lifestyle influencers to offer unique promo codes. Result: a 20% increase in sales on promoted products. Promo codes are commonly used, and they work very well.

Tip: Make sure influencers clearly explain how to use promo codes or sign-up links to optimize conversions. These data are essential influencer campaign indicators for measuring your sales impact.

5. Brand sentiment: Measuring qualitative perception

Brand sentiment goes beyond numbers to analyze the qualitative perception of your campaign. Interactions (comments, mentions) can indicate whether your message has generated positive buzz or criticism.

Case in point: A campaign for a new anti-aging skincare range generates enthusiastic comments on the results visible after use. This positive feedback reinforces the brand's image, as the products are perceived as effective and of high quality.

Tip: Use qualitative analysis tools to detect trends in comments and adjust your future messages based on feedback. Influence campaign indicators linked to brand sentiment provide a better understanding of your audience's perception.

6. ROI and ROAS: Optimizing the profitability of your campaigns

ROI (return on investment) and ROAS (Return on Advertising Expenditure) are two essential financial indicators for measuring the profitability of your campaigns.

• KING : (Revenue generated - cost of campaign) / cost of campaign x 100.
• ROAS : Revenue generated / advertising spend.

Case in point: A dietary supplements brand achieved an ROI of 4 after a campaign with wellness influencers. Every euro invested generated four euros in revenue.

Tip: Compare influencer performance to prioritize those offering the best cost/result ratio. These financial influencer campaign indicators enable you to optimize your investments.

7. Audience authenticity: guaranteeing real impact

An influencer may have a large audience, but if it's made up of bots or inactive accounts, the impact will be limited. Check the authenticity of the audience is essential.

Case in point: A handcrafted jewelry brand collaborates with a nano-influencer whose engaged audience generates a conversion rate of 12%, well above the industry average.

Tip: Use tools like HypeAuditor to assess the quality of influencer audiences before integrating them into your campaign. Influencer campaign indicators linked to authenticity guarantee relevant collaboration.

Conclusion: 

An influencer campaign doesn't stop at content creation. To ensure its success, it's essential to track precise metrics: reach, engagement, traffic, conversions and brand sentiment. By integrating metrics such as CPC and CTR, you get a global view of your performance and can adjust your strategy to improve your results.

At 18h08, we help you implement your strategy from A to Z. From finding the right influencers to the final analysis of your results, we take care of everything. Would you like to discuss it?

Make an appointment, ne'll discuss your needs with you and create a tailor-made strategy. We've already worked with Burger King, Booking, Oysho, Décathlon... So why not you?