The success of a campaign with content creators depends on the selection and application of the right metrics, not only to justify the investment but also to continuously optimize strategies and achieve meaningful results. "When we design an action, it is common for the main success KPIs to be related to reach and engagement, which are indeed very important. But in campaigns with creators, beyond these, it is necessary to have a discerning eye on the quality of content delivery," explains Bianca Brito, Head of Marketing atBrandLovers.
“For the strategy with creators, especially with nano and micro influencers, who have up to 10 and 100 thousand followers, it is necessary to value authenticity and co-creation. From this, brands can gain great insights to adjust their campaigns and generate real impacts,” he says.
To help marketing and communications managers, Bianca recommends analyzing the following indicators:
- Engajamento: Medir o engajamento vai além de contabilizar likes. Comments, shares, and mentions indicate a deeper and more meaningful interaction between the creator and their audience. Bianca emphasizes that "qualifying engagement is just as important as quantifying it." By understanding the type of interaction, brands can adjust their strategies to better resonate with the target audience.
- Reach and Impressions: These data measure the campaign's visibility, indicating how many people were exposed to the content and how often. Comparing these metrics with engagement provides a clear view of the content's relevance.
- Click-Through Rate (CTR) and Conversions: The CTR indicates how many users clicked on links in the content, and the conversions show how many of these interactions resulted in concrete actions, such as sales or sign-ups. "These indicators are crucial to assess the financial impact of the campaign," comments Bianca.
- Follower Growth and Retention: Seeing followers grow and stay maintained after a campaign can be a sign of success, showing that the audience has deeply engaged with the content and, consequently, with the brand.
- Public Sentiment and Reactions: Sentiment analysis tools help understand emotional reactions to content, guiding adjustments for future campaigns. According to Bianca, "this analysis is essential to align the brand's messages with audience expectations, preventing crises and reinforcing the brand's identity."
- Qualitative and Quantitative ROI: Assessing both the financial return and intangible benefits, such as increased brand perception, provides a comprehensive view of the campaign's effectiveness. "Combining these metrics allows justifying investments and also understanding the broader impact on building relationships with the audience," concludes Bianca Brito.
Bianca also emphasizes the importance of always monitoring the behavior of platform algorithms, understanding what works as the most relevant metric or not, considering these changes. "For example, on TikTok, the number of followers is not what makes the content reach more people," he concludes.
