INDUSTRY GUIDE TO INFLUENCER MARKETING: AGENCY

Chapter 5: Campaign Analysis

The final stage of the process is to analyze results and create a report to recap the campaign for your client. Address the KPIs that were outlined with the client and give feedback on how well the campaign succeeded in addressing them.

Measuring KPIs: Expectation vs result

Creating a report is different every time, as every client has different needs and expectations. Here, you’ll want to keep in mind the brand's mission, values and unique identity and make sure you present the report in a way personalized to this.

Those KPIs we keep mentioning? This is where they are addressed. Your analytics program will be able to give key results based on each of your KPIs. For example:

- What were the overall impressions created?

- How many clicks were generated through links?

- How many new followers were gained?

- How much website traffic was achieved?

- How much content did they produce that you were able to repost?

These are just a few of the common KPIs in influencer campaigns. The important thing to consider here is – were these results as expected, better, or worse?

If many influencers were used, across a variety of social media platforms, then your client will be expecting results to indicate who, and which were most successful. So break down your analytics information to compare and contrast influencers, channels, regions and whatever other differences apply to the campaign. You might report, for example, “Influencer A generated the most sales overall”, and “TikTok was the platform that attracted the highest click-through rate to your website”.

Measuring success

A key point to remember – success is relative. What may be a great result for one client, may not be for another.

The best way to analyze the results of each individual campaign is by looking at the input versus the output of the campaign. Measure what the client invested in the campaign, compared to the financial and non-financial profits gained.

An input could be:

- cost of the product (including shipping fees)

- influencer payment fee

- influencer management fee

- agency fee

Output is the metrics related to your KPIs:

- Impressions

- Likes

- Comments

- Shares

- Clicks to handle

- Clicks to the web (for example with Swipe Up)

- Sales

For example, say your client runs an online clothing brand and has a goal to increase sales of their footwear line with an influencer marketing campaign. Note that each pair of shoes costs $100.

First, calculate the total input cost. The figures here are simple and theoretical, meant to give an idea of how to measure success:

- Influencer fee for 10 influencers = $1,000

- Product cost for 10 influencers = $1,000 ($100 shoes per influencer)

- Shipping on all packages = $200

- Agency fee for campaign duration = $1,000

- Total investment = $3,200

Therefore, the 10 influencers need to sell 32 pairs of shoes for your client to break even on the campaign. That’s 3.2 pairs per influencer.

Now let’s say that the results are as follows:

- 2 influencers sell 10 pairs of shoes each ($2,000)

- 3 influencers sell 4 pairs each ($1,200)

- 2 influencers sell 3 pairs each ($600)

- 3 influencers don’t sell any shoes, but generate impressions and traffic

The sales total here is $3,800, even with 3 influencers who didn’t sell anything. So, the client sees a positive return on investment, or ROI, even when your agency fee is included; they made $600 in profits and also got brand awareness, new followers and content.

That was a pretty basic example, but it shows how to measure ROI for influencer campaigns with a sales goal. For more examples, check out our post on how to measure the success of influencer marketing campaigns.

The report

This stage of the process is a crucial moment. The report needs to be top-notch and of a quality that will encourage the client to work with you again. You really want to win them over here. Tailor the report to the brand’s culture, aesthetic and goals while also staying on-brand for your agency.

You’ll want to have collected as much data as possible, to be able to present a thorough analysis of results. Check out Chapter 5 of The Definitive Guide to Influencer Marketing, which goes over presenting a campaign report in full detail.

Essentially, you should be outlining: .

(1) The basic details of the campaign

(2)The investment

(3)The results

The details of the campaign should present everything from the campaign name, location, dates, down to the influencers that were used. It’s good to include visual data here, but more on that in a moment.

Next up, you’ll want to compare the input/output that we mentioned above, to show the brand how the results compare to their investment. What was the final number of impressions? What was the final number of influencer-generated sales? How much website traffic came from influencers?

Visual media is really important to include in the report. Present examples of media that were posted, picking out some of the highest quality content, or those that generated the best results. You could also include positive comments on influencer content.

With the report, the client should see if the campaign was successful or not. If the results didn’t meet their expectations, why? Reports are also learning opportunities for brands to better manage their expectations, explore new avenues for growth, or reevaluate their target audience.

Conclusion

That’s a wrap! We hope this guide has revealed some new insights into how to use Heepsy, and how to manage influencer campaigns in general. If you still have doubts, check out The Definitive Guide to Influencer Marketing. And for any questions related to Heepsy, don’t hesitate to book a demo with our customer support team, who’s happy to help you out.

Chapter 4: Campaign Monitoring

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