Influencer marketing is sometimes seen as hard to measure. It is true that not every effect shows up neatly in a dashboard. But with clear goals and a little preparation, you can learn a great deal about what worked and why.
Set goals before you start
Decide what success means for this campaign. Different goals call for different measures:
- Awareness: reach, views and growth in people searching for or mentioning your brand.
- Engagement: comments, shares, saves and the quality of conversation.
- Traffic: visits to your website from creator links.
- Sales or sign-ups: purchases or registrations linked to unique codes or tracked links.
- Content value: the usefulness of creator content you can reuse, where you have the rights.
Prepare your tracking
- Give each creator a unique link with tracking parameters.
- Provide individual discount codes where they suit the campaign.
- Agree which platform insights creators will share with you, and when.
- Record a baseline of your normal activity before the campaign begins.
Look beyond the numbers
Read the comments on creator posts. What questions did people ask? Did they seem genuinely interested? Qualitative feedback can reveal why a campaign worked, or did not, in a way raw figures cannot.
Compare fairly
When comparing creators, consider their audience size, format and the effort involved. A smaller creator may drive fewer total views but more meaningful responses. Look at cost against the result that matters most to your goal.
Report and learn
Bring everything together in a short summary. Highlight the top-performing content, what you learned about your audience and what you will change next time. Share relevant findings with creators too. It helps them and strengthens the partnership.
Keep your results in one simple place, so you can compare campaigns over time and spot patterns across creators, formats and seasons.
Measurement will never be perfect, but it can be honest and useful. If you want help setting up tracking for your next creator campaign, talk to the Northpeak team.
