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What are the most important metrics to measure with influencer marketing?

What are the most important metrics to measure with influencer marketing?

Influencer marketing through Instagram is an incredible way to have impact with campaigns focused on awareness and consideration. Influencers on Instagram are not only outspoken market leaders, but they have also generated content that has created an engaged audience who trusts their recommendations. Collaborating with them to endorse your product or service can help you connect to your target quickly and effectively.

In order to ensure your influencer marketing campaign is successful it is crucial to align on a goal. Once you have identified your goal(s) for your campaign it is important to then decide on your desired key performance indicators (KPI’s). You can then connect each KPI with a clear metric, so you can properly track the success of your campaign.

Now, in order to have goals and be able to match them to your larger marketing campaigns, it’s important to know what types of metrics and measurements are available and trackable. Understanding those will give you the clues you need to even know if influencer marketing is right for your brand.

This guide will give you an understanding of all the available types of metrics through Instagram as well as what they can align to your marketing efforts.

There are 2 types of content one can currently post to Instagram, feed, story and IGTV video. It’s important to understand the difference between them as well as the analytics available so that you can align them to the goals of your campaign.



INSTAGRAM FEED

When you open up Instagram, you’ll see a series of posts from the accounts you follow. This is your feed, or as Instagram defines it “a place where you can share and connect with the people and things you care about.” Content from other users show up in the form of pictures and videos from their stories, videos and feed. Each user has their own feed kind of like a main channel for posting content. This content is usually accompanied by text that gives context to the content including screen names of tagged friends, family, brands or products. Typically an influencer’s content would be curated and very thematic. Think of it as their main TV channel or broadcast center. This content then shows up in your individual feed. This is the most common form of Instagram content.



Feed Analytics

Sentiment analytics

Likes

Likes are the easiest and quickest form of engagement. It’s not uncommon for someone to scroll through Instagram while bored, using one thumb and double tap something interesting. It doesn’t really show much intent and more of just a causal appreciation. These appear on Instagram in the shape of a heart.

Comments

Comments are one step higher than likes. They require a user to stop, tap into a post and type out a reply. They are a form of engagement that send a sign to an influencer that a user cares. An influencer whose involved and engaged with their audience replies to comments. This is where a community begins.

Both comments and likes are sentiment analytics. These can give you a quick gauge on how an influencer’s audience, as well as those who discovered the post, feel about the post. More likes and more comments means this content resonated and drew in engagement.

It’s important to note that both likes and comments can be faked through the use of bots, agencies and other services that can add these type of activities to a public post.

Views

The amount of times that a video is watched is calculated as a view. For a view to be counted, a user has to spend at least 3 seconds of time watching the video. These are not unique views, meaning that if a user watches a video more than once, their views are counted as many times as they view, not just one. Really short, entertaining or informative videos could get multiple views from one person trying to revisit what happened in the video.

Likes, comments and views are all publicly available metrics that anyone can access on a post for a public account.


Intention analytics

How do you know if an influencer’s post really had an impact on the people who engaged with it? Shares and saves. Both of these actions show intent on action to be taken by the user in the future.

When someone comes across a post they are intrigued by, positive or negative, they can share with friends and family by sharing it privately into their direct messages. Sharing a post is a good sign of intent, especially with food, beverage and restaurant content. Often this can be a request or call to action that a user would like to eat, drink or visit.

Saves are jewel in the crown on Instagram feed analytics. When a user saves a post from an influencer its because they want quick access to that content in the future. The product, service, brand or message in the post poses a value for something the user intends to do at some point. Although it hasn’t been publicly confirmed by Instagram, saves are highly regarded as having a very positive effect on the visibility and growth of feed content in the Instagram algorithm.

Both shares and saves on content in a feed are not accessible by anyone but the owner of the account. These are very hard to fake and thus far cannot be generated by a bot. Measuring shares and saves are highly valuable for understanding the deep impact of content.

Visibility analytics

Want to know how many accounts were reached by content posted to an Instagram influencers feed and how they found it? Ask to see their discovery. These metrics will tell you how many accounts the Instagram algorithm pushed the content in front of and what was the way in which it found a way to be seen. There isn’t a lot of action you can take from this metric, but it’s important in understanding how many people saw the content and where they found it.


Reach

Reach tells you exactly how many unique accounts have seen the post. Instagram claims its an estimate, but even if it's in the ballpark, it still is a good indication of performance.


Impressions

This is the most highly valued and important metric of the performance of a post to an influencer’s Instagram feed. Impressions tell you how many the total number of times the post has been seen. This includes multiple views from the same user. In an ROI calculation, impressions are a factor in a CPE (cost per engagement calculation.) That is important because multiple views means a deeper engagement. Something about that content made the user view and read it again. Impressions are almost impossible to fake and should be a higher number than the reach. When collaborating with influencers to help drive awareness for product, service or brand, always measure the impressions.

Impression Analytics

Because impressions are so valuable, it’s important to understand where they came from. These metrics may not be as valuable to a brand or agency working with an influencer, but they are very important for an influencer to understand how their followers, or people who aren’t following them, are discovering their content. Impressions can come from a number of places:

Home

Impressions driven by people who follow an account, this is the most common

Hashtags

Impressions created through people tapping on hashtags

Explore

When a user taps the search icon in their Instagram app a new view opens up revealing content that Instagram believes may be appealing to them based on other activities being made by them. When someone taps on the content featured their, this counts towards an explore impressions. Many people believe getting your content to the explore page is the key to going viral

Profile

When a user taps to view the profile of another account on Instagram and then taps to see specific content

Location

This is a very important impression analytic for influencers who can drive in-store traffic. When you include the location in the geo-tag for the post you add it to their location page. Any user can use a geo-tag to do this. When someone is checking out the location page for a business, especially a restaurant and then taps to see content tagged to the location, it’s typically a sign of high interest and discovery.


Other

This catch-all category includes impressions from content shared through direct messages, taggs or mentions, saved posts, posts that show up on the Following tab in your notifications as well as links happening off Instagram, like a blog post. When the number associated with “other” seems abnormally high, it means something has happened, perhaps off instagram to highlight that content.


INSTAGRAM STORIES

Instagram stories is a feature that allows users to share content that expires, or disappears, in 24 hours. Visually, story content takes over your entire screen. Any text is laid on top of the content as are graphics, including stickers and calls to action. Accessing a user’s stories is done by tapping on their avatar at the top of their profile page or the carousel of accounts you are following at the top of your home feed.

Typically influencers use this content to give a preview of other content to come in their feed or give a behind the scenes look into their lives. Post to stories can either be content that’s created in advance and uploaded, edited right in stories or a live broadcast.

What actions do people take when they view an Instagram story? They fall under the category of Interactions. There are a few ways to measure interactions:

Shares

This metric is highly valuable to measure for a brand working with influencers. This metric is calculated when another user adds content from another account to their story.

Profile visits

This is when someone taps out of an Instagram story to view the profile of the person sharing the content.

Replies

Users can send a direct message from the original poster as a response to a story post.

Sticker taps

Sticker taps are the golden egg of story analytics. Much like saves and forwards to posts in the feed show high intent, a tap to a sticker in a story shows interest. Something about that piece of content, be it a video or a photo, caused the use to want to know more about the content.

Stickers can be for a geo-location, a screen name or a hashtag. If you are brand working with influencers, asking them to include your screen name, location or brand / campaign hashtag is important because not only can they be measured to give you an indication of performance but also to drive traffic to your brand.

Stories, much like feed content, can also be measured by how many people found the content how they found it. These discovery metrics are a little different however.

Impressions

Impressions are the name of the game when it comes to story content. This is the number of times content was seen from a story, including multiple views of the content.

Reach

Reach shows the number of accounts that were shown the content. The reach should be less than the impressions.

Follows

Follows is a metric that’s less important to a brand because its not about them being featured in the content but are a valuable way of an influencer knowing the specific impact of that content in terms of other users wanting more from them.

Navigation Metrics

Instagram users can get navigation metrics that tell them how many people went back to view an earlier story, moved onto the next story, shared that story or exited and stop viewing entirely. These metrics are good for a user to understand their storytelling abilities.

IGTV

Instagram TV (IGTV) is a stand alone app that allows users and brands to share long form video content. For people who just want to view video content, they can do that in the separate IGTV app. IGTV videos also appear in the feed on the Instagram app and can be pushed into your own channel in the form of a preview. Video content that is posted to IGTV can last up to 60 minutes.

Metrics for videos posted to IGTV in their current form are not as robust or in depth as they are for feed and stories. There are 2 categories of metrics that you can track with IGTV, Engagement and Audience Retention.

Engagement

The engagement metrics for IGTV are similar to those of the metrics for a post in the feed.

Views

Views in IGTV are the same as for a post to the feed, the amount of times that a video has been watched. For a view to be counted, a user has to spend at least 3 seconds of time watching the video.

Likes

These are the same as for a post to the feed, a user tapped the heart icon to signal they had some kind of sentiment towards the content.

Comments

Likewise, comments are when a user types out text about the content.

Audience Retention

Where IGTV metrics differ from stories and feed posts is in the audience retention metrics. These metrics give you information about users actions during a view.

Average Percentage Watched

This metric takes all the views of your content and gives you the percentage of the video that a user watched. Its an average of all the plays that happen for the video. Where the drop off happens is typically the point where most users became disinterested in the content. If you are a brand or agency working with an influencer and there was a specific call to action that was supposed to be made, if the drop off happened before that call to action or branding moment, it would signal that the content did not deliver to goal.

Influencer marketing on Instagram is an incredible way to drive awareness and word-of-mouth marketing. For brands, agencies and content creators using Instagram, observing and understanding the analytics is important for measuring campaign efforts. Knowing more about what each metric tells you, helps you to plan what to measure and how to match influencer marketing to your larger campaign goals. The top level metrics are great for understanding reach and the deeper analytics are tools that can help you realize impact.


Rev Ciancio is a Senior Marketing, Branding and Digital Strategist with 20 years of experience, specializing in hospitality marketing, content and local SEO. He has led many clients to new levels of local, national and international success in the hospitality, financial service and entertainment sectors.

He is also former agency owner as well as a former New York City bar owner. Rev is an “expert burger taster” and pens hospitality and marketing tips on his Instagram @revciancio as well as his LinkedIn Profile.

Why Metrics Matter

Why Metrics Matter

As our Tribe members know, oftentimes we will ask for analytics prior to a campaign, and we always close out a campaign by collecting analytics, too. These numbers are important for us to see information regarding your audience, how your content did individually, and how the campaign performed as a whole.

Are your followers in the right age range for the product you are promoting? Are they located in a part of the country where a restaurant you visited is? Did one of your posts perform better than the other? Was engagement consistent? Did we meet the client goals? These analytics help us answer those questions, and more.

First thing’s first: where do you find your analytics?

Select the menu bar on the top right of your profile, and viola! Analytics will be the first option at the top. Simply click it, and you’ll be taken to your analytics page. Instagram has broken it down into 3 sections: Activity, Content, and Audience.

Under Activity, you will see 2 categories, broken down further:

  • Interactions

    • This tells you how many actions were taken on your account. You can see the number of visits to your profile (if you tap the graph, you can also see how many visits on each day), website clicks to the link in your profile, and emails sent to your associated email address during the date range shown.  

  • Discovery

    • Here you are able to see your content reach. More simply, this is the number of accounts that have seen any of your posts (this number is usually an estimate). You can also see how many impressions, or the number of times your posts have been seen. Again, if you tap the graph, you can see the breakdown day by day.

The Content tab simply shows your feed posts, sorted by engagement.

When you move to the Audience tab, this is where you see all of your audience demographics. These metrics are especially important to us when we are working on a location based campaign, or when we need your audience to be over a certain age. The 4 categories Instagram breaks down are:

  • Top Locations

    • Here you can see the most concentrated cities and countries your followers are in.

  • Age Range

    • Instagram breaks down the age distribution of your followers, and you are also go break it down even further by selecting All, Men, or Women.

  • Gender

    • This shows how many of your followers are male vs. female.

  • Followers

    • You can gain even more insight into your audience here. Want to know what days of the week people are more active on Instagram? Or what time of day your followers spend on the platform? You can see all of this here.

If you haven’t already taken a look at your analytics, we highly suggest doing so! This will provide you with valuable information you can use to your advantage when posting content.


Dara Schlossmann is an Influencer Manager at Foodie Tribe. In her free time you will find her taking advantage of the sunny Florida weather, traveling, or in the kitchen cooking up a new recipe.

3 Reasons Why You Should Outsource Influencer Marketing

3 Reasons Why You Should Outsource Influencer Marketing

The most challenging question that brands and agencies ask themselves when it comes to influencer marketing is, “Is this something we can keep in-house, or do we need to outsource?”

More importantly, is influencer marketing something our team can execute swiftly, successfully and in-line with our brand standards, or are we better served working with an agency who has more experience, strong influencer relationships and has their pulse on the latest best practices, including fraud detection?

You’re not alone.

Brands are seeing the benefits of collaborating with out-spoken influencers to create visually appealing content that promotes their brand, product or restaurant and drives word-of-mouth awareness. They are also discovering that it generates a lot more work and has more nuances than they initially anticipated.

If you’re already questioning yourself, here is what you need to know to confirm your next steps.

According to a survey by Linqia:

  • 86% of marketers already use influencer marketing

  • 39% want to allocate more to their budget for this strategy

  • 52% of marketers find influencer content more effective than branded content

For some, even getting started presents challenges.

  • How do you select the appropriate influencers?

  • Do you already have relationships you can go off of, or do you need to start from scratch and research a team to work with?

  • Are you sure they will create content that portrays your brand in a positive light?

  • What if they don’t publish the content during specific flights dates you have identified?

  • What does an influencer brief even look like?

Once you’ve answered all those key campaign level questions, how do you decide which route to take when it comes to keeping influencer marketing in-house, or outsourcing to a team like Foodie Tribe?

There are cost benefits to outsourcing.

Budgets are tight, so how do you keep costs down, but still reap the benefits? Outsourcing influencer marketing costs less. Putting together an internal team can cost you, on average, about $4,000 to $4,425 (cost-per-hire), according to recent studies by Glassdoor and Society for Human Resource Management. And, you can’t forget to factor in the median salary of a marketing professional.

By outsourcing influencer marketing you don’t need to factor in salaries, or even cost-per-hire. You would just need to worry about the companies flat fee, which would include in the agency and influencer sponsored content fees bundled in one. This price can vary depending on the number of influencers you want to collaborate with, how many pieces of content you want them to create, and the influencers followers and engagement. The right agency can guide you through this difficult budgeting step.

Let’s talk about everyone’s most valued resource. Time.

Putting together the right group of curated influencers can take you a lot of time, if doing it in-house. In addition to selecting the right creators, who can act as on-brand ambassadors while still garnering engagement, outsourcing to an agency also saves you time when it comes to following up on content, going through an approval process, ensuring content goes live on time, and even pulling together a campaign report post project.

What if you have never put together an influencer marketing campaign?

Many brands are new to the benefits of influencer marketing, and don’t even know where to start. Specialized agencies can bring you eye catching content and awareness that promotes your brand in a positive light with a laser focus.

The FTC is not playing games, and neither is your legal team.

The FTC has very strict and defined guidelines on how partnerships need to be disclosed. Risking being non-compliant can be cause for massive legal issues and loss of time. What type of contract do you use for influencer campaigns? Who are the right influencers to execute my campaign? How do I know if the partnership was successful? While you are still researching what is and what is not FTC approved and making sure your legal department is on board, the right agency not only knows the letter of the law but has a view of best practices across the industry.

The Foodie Tribe Difference

We live and breathe influencer marketing everyday. It is the only thing we do.

Foodie Tribe can save you time, get you better results and make influencer marketing fun. We are also here to answer all of your questions along the journey.

When working with an agency like Foodie Tribe, we have over 1,700 approved and vetted influencers that are ready to promote your brand with just one email from our team.

Foodie Tribe is laser focused on pairing brands and agencies with content creators for high-quality and creative results that fit the exact bill for your campaign. It’s the reason we get out of bed.

Contact us today to work together on bringing your integrated marketing campaign to the next level with hand selected content creators that are ready to bring your marketing goals and strategies to life.


Katy Coffield is the CEO at Foodie Tribe. When she isn’t eating or talking about food, Katy also loves to hang out with her husband and two kids, drink PepsiMax, and workout.

Benefits of Working with an Influencer Talent Agency

Benefits of Working with an Influencer Talent Agency

If you’ve been skeptical about joining an influencer talent agency, there’s really no need to be. You might be surprised to learn that there are many benefits to working with an agency like Foodie Tribe.

What exactly do we do?

We find social media influencers to work with our partners, and we represent our influencers during the partnership. Many talent agencies work with big, expensive influencers, as opposed to the smaller or micro-influencers. And, that’s where we come in. Though, to note, we do work with influencers of all sizes.

One of the biggest components of what we do is bring you projects, specifically those that fit your brand. Since our core focus at Foodie Tribe are food and beverage partnerships, these are the opportunities we bring you.

After pitching campaign concepts and signing a contract with a brand, we then email you about the opportunity, with the full campaign brief and requirements. All opportunities are sent out to the entire Foodie Tribe network, and are available for any member to RSVP. Based off of who RSVPs, we determine which influencers are the best fit for the campaign, and then present our list to the client, who then makes the final selections.  

What differentiates Foodie Tribe from other influencer agencies? Most of our projects are paid opportunities. It is important to us that Foodie Tribe members are rewarded for the time and effort they put into creating content for our partners. As you might be aware, not all brands and agencies pay their influencers, and simply opt for “gifting” instead.

Some agencies stop there. But, not Foodie Tribe. We are here to help and guide influencers through the entire campaign process. Answering questions, reviewing content, and more, to make the process as seamless and easy as can be for our influencers.

Aside from bringing our influencers projects, we also offer resources and programs to help them better their content.

Our blog is filled with articles on topics like how to use Instagram Stories and how to increase story engagement, photography tips, FTC guidelines, and so much more. We are always on the pulse of what is happening and changing in the industry and the way we see it, is that it is part of our job to keep our influencers up-to-date and aware of everything as well. We are on our influencers team - any way we can help them create better content, get better engagement, grow their following, build their brand, or anything else - we are always here to support them. Afterall, we wouldn’t be Foodie Tribe without our Tribe of influencers!

And, we couldn’t be more excited to be launching the first Foodie Tribe Social Experiment. With the Instagram algorithm always changing, it is our job to stay on top of this and let our influencers know what they can do to make sure their content doesn’t get lost in the crowd. We will be working with a group of our Tribe members on a two-week hashtag experiment to see where they fit better: in the post or in the comments. The results will be shared with the entire Tribe, for everyone to utilize the findings to their benefit.

Have we convinced you yet that working with an influencer agency has its advantages? We hope you join us! Become a Tribe member.


Dara Schlossmann is an Influencer Manager at Foodie Tribe. In her free time you will find her taking advantage of the sunny Florida weather, traveling, or in the kitchen cooking up a new recipe.

Why You Need to Stay Up to Date on FTC Guidelines

Why You Need to Stay Up to Date on FTC Guidelines

In our industry, there is nothing more important than staying up-to-date on current FTC Guidelines for sponsored partnerships. We value all our relationships - with brands and influencers - which is why we always require you to clearly disclose ad content associated with our brand partners.

If you’ve worked on campaigns with us, you’re already familiar with the fact that you are required to follow FTC Guidelines when you sign your Influencer Agreement for every campaign you take part in. If you have yet to participate, keep an eye out for this section of the agreement when you are selected to work on a campaign.

All Foodie Tribe influencers are required to follow FTC Guidelines. Failing to do is subject to Tribe membership review and removal. To learn more, please see FTC Endorsement Guideline Summary and Native Advertising: A Guide For Businesses for the proper way to disclose endorsement.

Why do you need to follow these guidelines? The FTC helps people make informed buying decisions, by protecting consumers from deceptive advertising. Due to the rise of sponsored social media content, these guidelines have been created so influencers remain ethical and follow the law.

At Foodie Tribe, we pride ourselves on honest, authentic, collaborations and are proud of the work our influencers create. We urge all of our Tribe members to stay on top of the constantly changing FTC Guidelines so you can continue creating stellar content!


Dara Schlossmann is an Influencer Manager at Foodie Tribe. In her free time you will find her taking advantage of the sunny Florida weather, traveling, or in the kitchen cooking up a new recipe.

What To Do When Instagram Goes Down

What To Do When Instagram Goes Down

Let’s revisit last Wednesday, AKA the day everyone freaked out because Instagram was down. What did you do? How did you handle it?

The app wasn’t allowing users to comment or like posts, making it impossible for influencers to engage with their followers. And, many users weren’t able to upload newsfeed content either. Of course, this isn’t the first problem Instagram has ever had, and it is important to remember that there is always a chance for some kind of glitch. So, we decided to share a few tips for how you should handle a situation like this in the future.

How You Should Handle It

  • Whenever you notice something that is not right with the platform, report the problem to Instagram.

  • Check with others to see if they are experiencing the problem too. If many people are, it is probably a platform-wide issue, not an issue with your account.

  • Apologize and explain the problem to your followers. Let them know you value your relationship with them but the issue is preventing you from engaging/posting/etc.

What You Can Do

  • Stay calm! Know that Instagram is working to resolve the issue.

  • Don’t log out. This could lead to further complications once logging back in.

  • Check via web browser to see if your account is still live. If so, you weren’t hacked.

  • Check known issues on the Instagram Help page.

  • Check Instagram’s Twitter account to see if they have issued a statement.

  • Get off Instagram and go have fun! Use it a social media cleanse to take a little break.

How We Communicate The Issue To Clients

  • During a campaign, we are in constant contact with the client. We let them know what’s going on, what the issue is, and that it is not the influencer's fault.

  • We provide them with a published article or statement from the company noting the problem and that Instagram is working on it.

  • In a dire scenario, if the issue is not resolved by the end of the campaign, we will always have a Plan B. This way the influencer can still share their content and be paid for their work, and the client will still be satisfied with the campaign and working together.

Just remember, when things like this happens to the platforms we use most for content creation, keep calm, and over communicate with any clients and followers.


Dara Schlossmann is an Influencer Manager at Foodie Tribe. In her free time you will find her taking advantage of the sunny Florida weather, traveling, or in the kitchen cooking up a new recipe.