The influencer phenomenon has been growing by leaps and bounds in the last two years. Thanks to the possibility of
carrying out highly segmented campaigns with a single piece of content, many brands have bet on them in a forceful and unrestricted way. Do all companies dare to invest in Influencer Marketing? The answer is no. Although many already do so, most organizations are not very clear about the benefits or profitability.
To try to shed some light on this confusion, we are going to explain theKPI’smost important to understand, measure and evaluate Influencer Marketing:
- Social Reach Potential
- Real Social Reach
- Earned Media Value
- Engagement
- How to calculate the engagement of a post
- How to calculate the engagement of a profile
- Learn how to calculate engagement based on cost and interactions
SOCIAL REACH POTENTIAL:
We call Potential Social Reach the potential reach of the Influencer: it is as easy as knowing their total number of
followers. To know the number of followers of a profile, ios database we must add up all the followers of a person’s social
networks, differentiating that the follower who follows the Influencer on all 4 networks will only count as 1 and not 4.
After all, it is the same user on different profiles, so the real impact will be unique, not for each social network that they use.
Following this rule, if we want to calculate the Social Reach Potential of a campaign we must follow the previous rule,
adding up the total number of followers of all the influencers email before and after the sales meetingparticipating in the
campaign, differentiating between the followers of the Influencers themselves. In other words, we will avoid including
followers that are duplicated by profile. The impact of our campaign on that user, whatever the origin of our Influencers, will also be counted as unique.
REAL SOCIAL REACH
To calculate the Real Social Reach of a campaign, it is necessary to add up the unique views of all the posts of the
influencers who take part in the campaign, taking into account that if a business to consumer reviews person sees all 5 influencers in the campaign, it will only count as 1 and not 5.
EARNED MEDIA VALUE:
Influencer Marketing We call theEarned MediaAll communication such as comments, likes, retweets, mentions or shares
around a brand that are created organically by agents external to the brand. It is a non-paid communication that works in the traditional word-of-mouth way.
Earned Media Value is so important for companies because it increases brand awareness without the need to spend
money and represents the loyalty and good relationship of the consumer with the brand. In short, it allows to assess the
diffusion that a specific campaign has had. To calculate it, you can take a look at our post on’What is Earned Media and how does it work’.