So, now that we’ve discussed it matchmaking of brand makers And paving the way for long-term partnerships, we’ve come to the obvious question: what does success look like? These metrics cover the spectrum based on the brand and its goals, but there are a few key performance indicators (and foundational strategies) that we often come back to when creating a sustainable, successful influencer campaign.
Measurement over the entire funnel. KPIs vary from brand to brand, especially if it is a subscription brand that requires consulting. However, we normally focus on clicks, actions, revenue, and top-of-funnel metrics like impressions and engagement. This emphasis allows us to get a more complete picture of the content and see whether creators are moving consumers from the awareness and consideration stage to the purchase stage.
Be willing to adapt. Iterative learning is crucial to running a successful program. Our industry and culture changes so often that what worked in a program a year ago may be the opposite of what works now to keep creators interested, motivated, and consistent in posting.
Even incentives shift based on some of the industry’s major players. For example, if Amazon starts offering a bonus for posting about something during Prime Week, it would be quite difficult for a brand to maintain the same level of visibility during Prime Week without their own bonus or incentive. Or maybe you have an innovative direct-to-consumer brand that had unique market value for a while, but now competes with two other brands that make a similar product and work with mega-celebrities. In that case, we would want to shift our message from focusing on the unique value of the brand and towards consumer testing or the luxurious feel of the product.
Use data to your advantage. At Acceleration Partners, we live and breathe performance data and use it to inform all kinds of decisions: which creators to work with, in which formats or on which platforms, which promotions work best for certain audiences, and much more.
The biggest indicator of success in an influencer campaign is openness and willingness to test new things. We could have all the tools at our disposal to measure every part of the funnel, but if a brand only wants to work with one group of influencers in a narrow niche, it limits the recommendations we can make and our ability to determine whether we might need to move to other platforms as the industry changes. In this rapidly evolving landscape, there is always potential for a new category of creators that would be a good fit and is really emerging in the industry.
In the meantime, if you have any questions about how AP can help you develop your influencer strategy and improve performance, please don’t hesitate to reach out. We can help inform your marketing strategies through building a community of affiliated influencers and direct first-party program data. Thanks to the feedback we receive from creators on their audience’s behavior and content engagement, our influencer team has deep insight into where programs and strategies need to shift to reach the target audience.
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