Marketers have been purchasing product promotion space with social influencers for quite some time. The idea is that an influencer’s social media reach is an existing market that you can tap into. So you can leverage an influencer’s social reach to increase purchases of your brand or product. Here’s the problem: too many people focus on the number of followers of a person without checking on their engagement metrics.
Engagement makes you money. So what are the key performance indicators you need to track social media engagement?
Look at the following metrics as a base:
- Likes Per Post/ Video.
- Comments Per Post/ Video.
- Shares Per Post/ Video.
- Look at the Follower to Following Ratio
To begin, you must request from the Influencer you’re looking to advertise with for the following: Audience Growth Rate, New Follower Metrics and Clicks Per Post/ Video.
Always request data and metrics to verify that it has the potential to be a worthwhile investment.
If they don’t have these analytics, then you should seriously question whether or not you’d like to advertise with them. Influencers that are serious and have a secure consistent engagement with their followers know these metrics and have them readily available. This is because they perceive their social media as a community indicating that their followers have more trust and confidence in the influencer. This happens because the influencer has taken the time to treat the follower or viewer as a person. The influencer has established a dialog and a relationship with their audience. So, if they advertise your brand or product then it’s an endorsement to a loyal following. Always advertise with someone who takes their audience seriously and treats their page or channel as a community.