Laura Pier is Senior Account Manager at Social Match, Germany’s leading influencer marketing agency.
Social Match connects brands and influencers on a national and global level.
After executing a thrilling influencer marketing campaign, the big questions of every marketer are: How did the campaign perform? Did it achieve the desired objectives? The evaluation of a campaign is the essential last step that answers all these questions. Laura Pier elaborates on campaign evaluation and how to proceed from there.
Hello again, Laura!
We talked about the execution of a campaign already. After executing an influencer marketing campaign, Social Match evaluates the results of a campaign in a reporting. What is the purpose of the reporting and which metrics do you measure?
Our campaigns are aimed at achieving measurable results. With the help of our reportings, we can evaluate the effects of each campaign, not only on a qualitative level but also data-based. The InfluencerDB software supports our efforts by providing an overview of the important metrics of each campaign, for example the company channel’s follower growth over the course of the campaign and the development of the earned media value, the amount of postings and the post-performance of the influencers’ content. The post-performance signifies whether the sponsored post performs worse, equal or better than average and, thus, indicates how the posting is perceived by the followers.
Example of post-performance of a sponsored post (a post-performance of 1 would be considered average)
In addition to the benefits of a reporting for our clients, these evaluations help us to learn from each campaign and apply these learnings to upcoming campaigns. We use those parts of a campaign that performed extremely well and present ideas and concepts for following campaigns to our clients based on these. Our clients can also use the reportings for budget-planning purposes within their companies. We provide the companies with a downloadable document that summarizes all metrics collected during the campaign.
Next to the metrics, you also have a look at the quality of the content created. Why is that?
A lot of the influencer’s content can be used for reposting on the brands’ Instagram channels and other social media channels the companies run. Therefore, we have a look at the quality of the influencers’ postings to pick those with especially high quality. Furthermore, we check the comments: Depending on the comment quality, we can determine whether the influencers were able to raise awareness of the brand and the product and whether the brand and the product are perceived as positive, neutral or negative. Some followers even express direct purchase intentions in the comments.
Is it possible to measure conversion rates as well?
One way to measure conversion is with the help of discount codes. For this purpose, the influencers involved in a campaign get individual discount codes for an online shop. By evaluating the order quantities afterwards, the brand can measure the exact amount of products that were purchased with each code and the revenue that was generated.
Are there differences regarding the performance of obvious product placement posts compared to a subtle integration of a product within an influencer’s content?
The performance of posts highly depends on the topic, which product is promoted and how this product is presented. A post that promotes a product in a rather subtle way, for example in the background of the picture, oftentimes performs better than a picture that solely displays a close-up of the product. It has to be kept in mind, however, that the advertising effect is a lot higher for the latter version – the product is in the center of attention – and details can be displayed perfectly in a close-up, while the product is strung next to other products in the former version and does not get the undivided attention of the audience.
In general, we cannot recommend to use one method over the other as this highly depends on the product and the objectives of the campaign. We oftentimes collaborate more than one time with an influencer during a campaign. On the one hand, this increases the authenticity and credibility of the influencer and shows his or her dedication to the brand. On the other hand, we can use both of the versions mentioned earlier: One post can be a close-up or a flat lay that shows the product in detail and focusses the attention solely on the product. A second post might integrate the product into the picture more subtle. Other brands or products are allowed to be shown on such pictures – for example in the case of a full outfit, it is only natural to wear items by different brands – but only the promoted brand can be tagged.
Thank you for your time, Laura!
It was my pleasure!
If you are excited to learn more about influencer marketing strategies and how to use the 5 steps for your company’s benefit, stay tuned and explore the upcoming articles of this series!
This series was developed in cooperation with Social Match, Germany’s leading influencer marketing agency.