How to measure Influencers performance correctly.

by Befluence

These days a lot of companies use influencers to promote their product or their business.The big question here is that if these businesses are doing this correctly? Or even a better question, if you are using Influencers, are you using them correctly?Ususally once a company starts a campaign with an influencer, they usually give them the product and tell them what would they like. The influencer at this point may ask for a fee. After the fee is discussed, the influencer usually generates the content for the company and posts it.Now, here is where the good stuff starts.

  • How do you know your product was portrayed correctly? If you ask the influencer this question, the answer they will give, is that a certain amount of likes, or engagement was reached. This answer, is really the wrong answer from them. The picture they are liking is of the influener, not necessarily the product that is displayed on it.
  • How can you measure the purchases on your website through an influencer? Most companies here will say by coupon codes. This either, is not true. Coupon codes are usually impulse buys. You do not know what percent of the target group has the adequate funds to buy that product at a given time.
  • Some might answer this question through google. Here the problem is that how do you know you are using the right influencer at the right time. There you only see the performace.

To some up these points

  • Likes does not equal purchases on a webshop
  • Measuring by coupon codes is an ineffective way
  • Measuring by google is not enough

In part 2, we will discussed how all of this should be done correctly.

Category: Marketing