The success of a campaign with content creators depends on the choice and application of the correct metrics, not only to justify the investment, but to continuously optimize strategies and achieve significant results. When we design an action, it is common for the main success KPIs to be linked to reach and engagement, they are indeed very important. But in a campaign with creators, besides these, it is necessary to have a critical eye on the quality of content delivery, explain Bianca Brito, Head of Marketing ofBrandLovrs.
For the strategy with creators, about everything with nano and micro influencers, what are those who have up to 10 and 100 thousand followers, it is necessary to value authenticity and co-creation. From this, brands gain great insights to adjust their campaigns and generate real impacts,"affirms"
To assist marketing and communication managers, Bianca indicates the analysis of the following indicators
- Engagement: Measuring engagement goes beyond counting likes. Comments, shares and mentions indicate a deeper and more meaningful interaction between the creator and their audience. Bianca emphasizes that "qualifying engagement is as important as quantifying it". By understanding the type of interaction, brands can adjust their strategies to resonate better with the target audience
- Reach and Impressions: These data measure the visibility of the campaign, 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 turned into concrete actions, like sales or registrations. These indicators are crucial for assessing the financial impact of the campaign,"comments Bianca
- Growth and Retention of Followers: Observing the increase and maintenance of followers after a campaign can be a sign of success, showing that the audience became deeply engaged with the content and, as a consequence, with the brand
- Public Sentiment and Reactions: Sentiment analysis tools help to understand emotional reactions to content, guiding adjustments for future campaigns. According to Bianca, this analysis is essential to align the brand messages with the audience's expectations, preventing crises and strengthening brand identity.”
- Qualitative and Quantitative ROI: Assess both financial return and intangible benefits, how the increase in brand awareness, provides a comprehensive view of the campaign's effectiveness. "Bringing these metrics together allows for justifying investments and also understanding the broader impact on building relationships with the audience","concluded Bianca Brito"
Bianca also emphasizes the importance of always monitoring the behavior of the algorithms of the platforms, understanding what works as a more relevant metric or not, considering these changes. For example, no TikTok, "the number of followers is not what makes the content reach more people", закінчує
