What are the main KPIs of influencer marketing?

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As I explained, in influencer marketing it is no longer enough to know how many followers a certain profile has; many more factors must be taken into account.

Take note of some key points of the main KPIs that the professional in question must meet for our campaign to be a success.

Social Reach
Although we can say that it is not the most important thing, depending on your objectives and what you want to achieve in terms of reach and visibility, you do have to take into account the number of people who will potentially be reached with the content of our "influencer" and, therefore, of our brand.

At this point, we divide the influencers into the following approximate groups:

Top: those profiles that have a potential audience on their social networks (let's take Instagram as an example) of between 500K and 1M.

Macroinfluencer: profiles with communities of approximately 100K to 400K.

Microinfluencer : Profiles with communities of approximately 20K to 100K.

Nanoinfluencer: Profiles with communities of approximately 2K to 10K.

Sociodemographic profile of the audience
Once we have the chosen professional's Social Reach ready and in line with our objectives, we must look at how potential the audience is that they impact with their content.

Just as in paid media we can segment the audience we want to impact with our ads, in this type of marketing, we segment taking into account the audience of the influencers.

These are the main factors of interest in terms of audience characteristics:

Audience age range.

Location of your followers.

Audience gender.


Influencer marketing - Audience study
Engagement
In this case, we are referring to the loyalty of our audien email database australia ce with our content.

To make it even clearer, engagement in influencer marketing is the relationship between the number of audience interactions with an influencer's post, in relation to the total number of followers of the same.

It is clear that if as a brand you want to take action of this type, you want the audience to be loyal to that influential professional.

Interact with him or her.

In short, that they like the content you have published, that they comment on it and that they are interested in it.

For this reason, in influencer marketing we apply a formula to calculate the percentage of Engagement that the professional has and that of a post.

How is post engagement calculated in influencer marketing?
If we want to calculate the engagement on a post, the easiest thing would be to add up the total interactions (likes and comments) between the total impressions and multiply the result by 100.