The Final Influencer Advertising Marketing campaign Report [Template Included] I Traackr

When you’re carried out discovering influencers, conducting influencer outreach, writing inventive briefs, and sending product (if it’s a gifting marketing campaign)… all that’s left is telling your boss what labored and why. 

Influencer advertising and marketing marketing campaign reporting may be some of the intimidating components of influencer advertising and marketing. You is likely to be asking your self: 

• What are an important content material, platform, and influencer statistics to incorporate? 
• Did my influencer advertising and marketing marketing campaign carry out properly relative to my finances?
• What insights can I glean that may enhance our influencer advertising and marketing efficiency?

Beneath, we cowl the 5 elements that needs to be included in any influencer advertising and marketing marketing campaign report. Alternatively, should you’re quick on time you’ll be able to merely fill on this template. Or, should you’re a Traackr buyer you’ll be able to merely obtain marketing campaign stories instantly out of your account. 

5 Necessities for an Influencer Advertising Marketing campaign Report

1. Common influencer advertising and marketing marketing campaign efficiency

Each marketing campaign is a studying alternative, and gives information that helps you determine the place to enhance. When recapping an influencer advertising and marketing marketing campaign, there are typically three key efficiency indicator (KPI) classes that it’s best to observe and report on: 

First, efficiency metrics – or the measurement of how properly an influencer’s content material helped you get nearer to your marketing campaign purpose. 

The kind of efficiency metrics that you just report on will rely in your marketing campaign’s purpose. Was it high of the funnel, and centered on consciousness? Or center of the funnel, and centered on consideration/engagement? Listed here are efficiency metrics, damaged down by funnel purpose:

Consciousness

• Variety of activated influencers
• Variety of complete posts or mentions
• Mentions / influencer Attain
• Impressions

Consideration

• Variety of views
• Variety of engagements
• Variety of feedback (spotlight a couple of of one of the best!)
• Engagement fee 
• Clicks 
• Web site visitors

Conversion

Subsequent is spend effectivity – or the analysis of efficiency metrics, relative to your finances (be taught extra right here). Some spend effectivity metrics embody:

• Price per publish
• Price per engagement 
• Price per view
• Price per thousand impression
• Price per click on  

Figuring out how a lot an influencer goes to value per impression, engagement or video view offers you the power to guage value and allocate the suitable finances and compensation subsequent time. 

Lastly, you’ve gotten Model Vitality Rating (VIT) – or the analysis of how properly influencer generated content material earned the eye of your viewers. VIT measures the visibility, affect and belief for every influencer, piece of content material produced and in your general marketing campaign. You’ll be able to be taught extra about VIT right here. 

2. Content material insights

In your report you’ll need to have an summary of which content material carried out finest on every platform in your influencer advertising and marketing marketing campaign. Embrace a breakdown of every platform, with metrics for the highest performing creator’s posts. 

This may also help you extra simply determine themes amongst content material that performs properly on particular platforms. For instance, a magnificence model may uncover that extremely stylized, chromatic make-up tutorials do nice on Instagram however not on TikTok. Or, that magnificence tutorials with a comedic twist do nice on TikTok however not YouTube. All these insights may also help inform your future technique.

3. Creator efficiency and insights

See which influencers carried out finest by together with a efficiency abstract of all of your companions. Create a desk that features metrics like variety of posts, engagement charges, video views, attain, impressions, and estimated impressions for every influencer.

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Just like your content material evaluation, search for themes in your creators’ efficiency. What sort of influencer tends to carry out finest on sure metrics? For instance, do you discover that mid-tier influencers have greater engagement charges than VIPs or megas? Or do you discover that VIP and mega influencers drive extra attain and impressions? 

This may also help know what to tweak in your subsequent marketing campaign’s technique. In case your purpose is concentrated on driving consciousness, chances are you’ll need to take into account working with extra of the influencers that drive attain and impressions. However, if you’re centered on consideration and engagement, you may need to work with influencers which have greater video views and engagement charges. 

Tip: Discovering related, excessive performing influencer companions is an artwork in itself! Listed here are 3 data-driven strategies that may assist you to discover nice companions in your subsequent influencer advertising and marketing marketing campaign.

4. Social platform efficiency

Together with a breakdown of platform efficiency in your influencer advertising and marketing marketing campaign report offers you deeper insights to tell your technique. Show this information in a approach that permits you to evaluate KPIs reminiscent of posts, engagements, and video views on every platform, side-by-side.

Ask your self, which social platforms – throughout all influencers – did properly? Search for spikes or discrepancies within the information so as to offer you a fuller understanding of what occurred. For instance, did Instagram have the best quantity of mentions however fall behind TikTok in engagements and video views? Was there a particular time inside your marketing campaign (perhaps every week or a day) the place metrics have been greater? What theories are you able to derive from the info, and what experiments do you’re feeling can be good to check out within the subsequent marketing campaign?

Tip: There are some variations between influencer advertising and marketing marketing campaign content material that works on TikTok vs Instagram. It’s necessary to attempt to create a novel technique for every platform! 

5. Key learnings and subsequent steps

The largest mistake you can also make when creating an influencer advertising and marketing marketing campaign report? 

Leaving out the “what’s subsequent”. 

To wrap up your report, jot down a couple of ideas onto a slide about what you discovered from the info shared (what went properly, what went unsuitable?), and the way you’d like to maneuver ahead. 

It’s even higher should you can present your group with an inventory of experiments you’d prefer to run subsequent.

As everyone knows, the social media and influencer advertising and marketing world strikes at a quick tempo. The secret’s to check, measure and be taught quick so you’ll be able to keep forward of the curve.

“There’s no time to dwell on the previous. Day by day good content material is placed on TikTok that, for no matter motive, doesn’t land. It’s simply part of the educational expertise, so preserve wanting ahead.”  – Dustin Goot, Head of Monetization at TikTok.

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