Influencer Marketing: Measurement To Success
At The Outloud Group, we don’t stop at bull**** metrics like likes, shares, and comments -- we know that in order to grow and build successful marketing campaigns, you must have a strong, insightful way of measuring that success. That’s why for every campaign we assign a dollar value of value created for awareness, consideration, and conversion. We share conversion data and use a sophisticated approach to understand the true conversions that happen as a result of an influencer campaign.
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Is your brand split into an acquisition team (performance, direct response, growth, or new customer) and a branding/creative team? If yes, consider how you can collaborate across teams to run campaigns -- can you deliver value across the full marketing funnel of awareness, consideration, and acquisition?
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Define what “good” results look like before we launch a campaign. We can help you to understand industry benchmarks and get answers to critical questions like the following:
What are good click-through rates given the different platforms, YouTube, Twitch, TikTok, Instagram, Facebook?
What metrics should I be watching when running Paid Influencer content on TikTok?
How will influencer conversion rates compare to “general” web traffic?
How valuable is an impression versus a view?
Over what time period should I be evaluating analytics on an influencer campaign?
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Cost Per 1000 Views / Cost Per Veiw -- what are you paying for a view?
Click Through Rate -- what percentage of people watching sponsored influencer content will click a link and visit your website?
Quality of Site Traffic -- how long do visitors stay on your site? How many pages do they visit?
Sales -- on a per unit of ad spend basis, how many sales did the marketing campaign deliver?
Big on Analytics, Even Bigger on Insights, 17+ Years of Historical Data to Back It Up
We’ve spent the better part of two decades running creator first influencer marketing campaigns. In that time, we’ve built a unique repository of historical data ranging from CPM, session traffic, and acquisition data to history of long term partnerships and how easy [or difficult] a creator is to work with. Through this work, we’ve been able to build and develop a variety of tools based on these experiences and subsequent data. One of our internal tools gives us the ability to plot every brand deal we’ve done with every creator we’ve ever worked with to compare historical performance and find you the creators that move the needle for your campaign.
Gain Insights Into Your Campaign’s ROI Before Go-Live
The Outloud Group has a proprietary campaign calculator that will forecast the value of your influencer marketing campaign before you start running the campaign. Interested in checking it out?
Tracking Campaign Conversions on YouTube Doesn’t Have to be Fuzzy
We commissioned a clickstream data study to understand the true impact of running influencer marketing campaigns. This groundbreaking information will help your team understand the value of your marketing campaigns and how.