In 2018, influencer marketing has given marketers a $6 ROI per every $1 spent. And it is still raising on trend, more marketers are going to implement influencer marketing in 2019. Some of the most popular influencer marketing platforms are YouTube and Instagram. YouTube, with its unique characters, is attracting more influencer marketers than many other social media platforms. YouTube content creators are also earning much more than content creators from other platforms such as Twitch, or Tumblr.
So, for influencer marketing marketers, what are some of the measuring metrics for influencer marketing? Here are some basic metrics for you to consider: Influencer estimated reach, this is to measure how many people are they intend to influence? Their channel performance, this tells you how many people is actually viewing and engaging with the influencers’ posts, and their past brand mentions to see what works have they done with brands?
Finding the right influencers and knowing what they are capable of will be the key to success in the influencer marketing space.
Here is an influencer data profile from the data analytics site socialbook.io. And this is a deep analytic for its sample profile. Original influencer profile can be found here.
You will be able to make better decisions by seeing detailed influencer data including recent posts, estimated price range, engagement rate, channel performance, YouTube progress graphs, audience demographics, past brand mentions, top commenters, and most engaged influencers.
In the basic profile section on the left, you can find the basic influencer data including their total follower counts, total views, total posts counts, and Bio. You will also be able to get influencer email from this section if they have one.
Then you will be able to see all of the influencers’ social media links including Facebook, Instagram, Twitter, Google Plus or even Twitch.
Moving down, the “Top ten tags” section represents the Top 10 tags that this influencer is using when publishing his/her new videos.
“Top Ten Game Titles” is a reflection of the type of games that the influencer plays.
“Related and Featured Channels” section is as its name suggests, letting you know the most similar channels to this channel, and channels the influencer has featured in his/ her channel. This is a good source to find similar influencers to include in the same creative campaign.
On your top right-hand side, in the middle of the page, you will be able to see the influencer’s “All Posts” and “Featured Posts” section.
“All Posts” section will show you all the posts from this channel with total views, likes, and comments. “Featured Posts” are top performance posts, top performance posts in three months, and top sponsored posts, this section will let you know what kind of creatives performs the best, and what kind of sponsored creatives works the best as well.
You can find out more posts with stats from each of the three features by clicking on “More Posts.”
Now, let’s see this influencer’s “Estimate Price Range”: This section gives you a basic idea on how much you should pay this influencer. The actual price of the influencer may vary, but based on their channel’s historical performance & subscriber behavior, this is a recommend payment range.
You can get a “Cost Per 1000 Views” next to EPR: Cost Per 1000 Views is calculated as estimate price range divided by average view * 1000. This is a common measuring metric in influencer marketing, tells you what you should expect from your investment on this influencer.
Find the Complete Channel Performance Stats
The “Channel Performance” section is a summarize of the channel. This will give you a clear view on the overall channel performance: if this channel always gets 2 million likes, but only get 1 million likes in the last post, you will need to find out the reason behind it before you invest in this influencer. The graph gives you a clear understanding of the influencer’s recent performance by having an average line and compare it to different timelines.
“Engagement Rate” is calculated based on average views to subscriber, likes per view and comments per view. The ratio of Average Views to Subscribers indicates the engagement of the channel. The average ratio for a YouTube channel is 14%, indicating that 14% of subscribers will view each video. It is always crucial to know how many followers actually engage with the influencers. If an influencer got 500,000 followers, but its engagement rate is only 0.1%, which means only 500 people watch/ like/ comment on his/ her video. This also means that lots of money marketers devoted to the followers will be wasted.
“Video Category” represents the YouTuber‘s videos percentage by categories. This will allow you to decide if the influencer is falling into the right category.
The “YouTube Progress Graph” consists of post views vs. average views graph, and total views tendency. Both of the graphs can be changed to view channel progress in the past 30 days or past 2 years. This section will help you to see if this influencer is brand safe: You do not want to choose any influencer who has a huge dip in his/ her channel progress report: A huge dip always means a “bad” action took by the influencer. For example: If an influencer posts a video that is causing lots of followers lost, it might mean that the video is not what his/ her followers are looking for.
Review Channel Audience Demographics Stats to Reach Out Your Target Customers
“Audience Demographics” allows you to see if this influencer has the target audiences you were looking for, which will drastically increase your desired ROI. By overseeing followers’ age, gender, geolocation, and audience interest, you will be able to have a brief estimate on the percentage the influencer can help you to reach.
“Brand Mentions” section is designed to letting you know if your competitors have worked with this influencer before, and by carefully viewing each post you will be able to see how the sponsored post performed, and what followers’ opinion on the posts. You can also get a sense of how this influencer prefers to treat branded content.
“Top Commenters” section is designed to allow you to find out if this influencer is maintaining his/her community properly by actively commenting and replying his/her followers.
“Most Engaged Influencers” are those influencers who are constantly like, comment or share this influencer’s content. These are the content creators whom you can cross promote. For example, in Azzyland’s most engaged influencers’ section, you can see the first influencer:
legitplaysclashcla, Here is his SocialBook influencer profile: Mr. Clasher. Here is his YouTube channel, you will find that he is also a popular gaming influencer. He has 101k follower counts and is commenting on Azzyland’s video more than she does, so he is probably very willing to be included in the same influencer campaign with Azzyland.
This AI-powered influencer profile will help you with filter out the best influencers for your next campaign. You can pick can choose your influencers more carefully.
It is always marketer’s responsibility to find out if the influencers are brand safe and worth spending.
Notice that this sample profile is just a summarize of the influencer data, but you still have to have all the soft skills to report this profile findings to your boss. This article from the University of Agder teaches you how to report.
Here is a sample Instagram influencer profile: https://socialbook.io/demo/instagram/pewdiepie