Insightpool uses organic, 1:1 outreach to build relationships with influencers on social media. This organic approach is unique to the influencer marketing space, where currently most companies use an incentive-based system. Furthermore, traditional social media marketing tools don’t typically use 1:1 conversations. So what do influencer marketing success rates look like?
How Do We Determine Influencer Marketing Success Rates?
While it’s exciting to be paving the way for a new type of marketing, it’s also challenging to determine what success looks like. The value in the authentic influencer relationships that we build is evident, but a question we’re frequently asked is, “What does success look like in terms of campaign metrics?”
You asked. We tested. We answered.
Engagement rate is the metric that we hang our hat on. Our objective is always to build relationships with influencers (from brand awareness to brand love to brand advocacy). An influencer engaging back with our organic outreach (liking, retweeting or replying to our message) indicates that a connection is made. From there, we can continue to build on that relationship and drive more customer love.
- How it’s calculated: (# of people who engaged / # of people we activated)*100
- What we aim for: 20% – 39%
- What’s considered awesome: 40%+
While a high engagement rate is always something we strive for, it’s important to take into account the call to action. When the goal of a campaign is to drive traffic to a link, click rate is an obvious indicator of success. Our bit.ly integration allows us to offer bit.ly click tracking in our platform.
- How it’s calculated: (# of bit.ly clicks / # of people we activated)*100
- What we aim for: 75% – 114%
- What’s considered awesome: 115%+
As we continue to expand our platform’s features, we grow more confident about the pros of organic influencer marketing and how to define its success through campaign metrics. If you’ve got a spare minute or two, you can read about how we’ve helped brands find success.