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

When you’re executed discovering influencers, conducting influencer outreach, writing artistic 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 could be one of the intimidating components of influencer advertising and marketing. You could 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 effectively relative to my finances?
• What insights can I glean that may enhance our influencer advertising and marketing efficiency?

Beneath, we cowl the 5 parts that needs to be included in any influencer advertising and marketing marketing campaign report. Alternatively, in the event you’re brief on time you’ll be able to merely fill on this template. Or, in the event you’re a Traackr buyer you’ll be able to merely obtain marketing campaign studies immediately 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 supplies information that helps you establish the place to enhance. When recapping an influencer advertising and marketing marketing campaign, there are typically three key efficiency indicator (KPI) classes that you need to monitor and report on: 

First, efficiency metrics – or the measurement of how effectively 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 prime of the funnel, and targeted on consciousness? Or center of the funnel, and targeted on consideration/engagement? Listed here are efficiency metrics, damaged down by funnel purpose:

Consciousness

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

Consideration

• Variety of views
• Variety of engagements
• Variety of feedback (spotlight a number of of the most effective!)
• Engagement charge 
• Clicks 
• Web site site visitors

Conversion

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

• Value per submit
• Value per engagement 
• Value per view
• Value per thousand impression
• Value per click on  

Realizing how a lot an influencer goes to value per impression, engagement or video view provides you the flexibility to guage value and allocate the suitable finances and compensation subsequent time. 

Lastly, you have got Model Vitality Rating (VIT) – or the analysis of how effectively influencer generated content material earned the eye of your viewers. VIT measures the visibility, impression and belief for every influencer, piece of content material produced and on your total marketing campaign. You may study extra about VIT right here. 

2. Content material insights

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

This might help you extra simply establish themes amongst content material that performs effectively 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. Some of these insights might help inform your future technique.

3. Creator efficiency and insights

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

This might help know what to tweak on your subsequent marketing campaign’s technique. In case your purpose is targeted on driving consciousness, you could wish to think about working with extra of the influencers that drive attain and impressions. However, in case you are targeted on consideration and engagement, you may wish to work with influencers which have larger 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 on 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 will provide you with deeper insights to tell your technique. Show this information in a approach that lets you examine KPIs equivalent to posts, engagements, and video views on every platform, side-by-side.

Ask your self, which social platforms – throughout all influencers – did effectively? Search for spikes or discrepancies within the information with the intention to provide you with a fuller understanding of what occurred. For instance, did Instagram have the very 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 had been larger? What theories are you able to derive from the info, and what experiments do you are feeling could 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 essential to attempt to create a singular technique for every platform! 

5. Key learnings and subsequent steps

The most important 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 number of ideas onto a slide about what you discovered from the info shared (what went effectively, what went mistaken?), and the way you’d like to maneuver ahead. 

It’s even higher in the event you can present your crew 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 hot button is to check, measure and study quick so you’ll be able to keep forward of the curve.

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

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