Important influencer marketing metrics

In this article, we'll go over the essential metrics you need to understand when starting an influencer marketing campaign. 

These metrics will help you measure the success of your campaigns and ensure you're making informed decisions.

This shows how much an influencer's audience interacts with their content, such as liking, commenting, or sharing. A high engagement rate means the audience is interested in the content posted, which increases the chances that they'll engage with the content posted for your brand. 

📋 Why it matters: Higher engagement means more chances to connect and build trust, leading to more clicks, sales, and brand visibility. It's about having an audience that cares.

Benchmarks:

• Instagram micro-influencers (10K - 100K followers): Engagement rates typically range from 1% to 3%, varying by industry and content type.

• TikTok micro-influencers (10K - 100K followers): Engagement rates generally fall between 5% to 9%, depending on factors like niche and audience demographics.

CPM tells you how much it costs to show an influencer's content to 1,000 people. It's helpful for comparing influencers and checking if your campaigns are cost-effective.

📋 Why it matters: CPM helps you understand the cost of reaching your target audience. A lower CPM means you're getting more exposure for your budget, making your campaigns more cost-effective and maximizing your return on investment.

CPC calculates how much you spend for every individual click on a link shared by an influencer. This metric focuses on the cost efficiency of driving traffic to a product, website, or landing page.

📋 Why it matters: CPC is primarily a cost metric, but it offers indirect insights into your campaign's efficiency. A lower CPC means you're spending less for each click, making your campaign more cost-effective.

CTR indicates the percentage of people who clicked on a link in relation to how many saw the content. A higher CTR means the content encourages action.

📋 Why it matters: A high CTR indicates that the content resonates well with the audience and motivates them to act, which is critical for campaign success.

Benchmarks:

• Instagram: Average CTR is around 0.22%–0.88% for most campaigns.

• TikTok: Average CTR ranges from 0.5%–1.5%, depending on the niche and content strategy.

Impressions count how many times content is displayed, regardless of whether it was clicked or not. They provide insight into the reach and visibility of your brand's message.

📋 Why it matters: High impressions mean more people are seeing your content, increasing brand exposure and brand awareness.

Reach measures how many unique users saw the influencer’s content, helping you understand the true exposure of your brand.

📋 Why it matters: Unlike impressions, which can count the same user multiple times, reach focuses on unique viewers, giving a more accurate measure of your brand's exposure and awareness. It also shows that your content is resonating and being pushed to more unique users, often through algorithms or sharing.

Understanding the age, gender, location, and interests of the influencer’s audience ensures they align with your brand's target market. It's important that there's a match between your audience and the influencer's audience to increase your chances of generating more sales.

📋 Why it matters: The more alignment there is between your audience as a brand and the influencer's audience the more chances to relevant brand awareness, exposure and sales.

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