What are KPIs in influencer marketing?

KPIs (Key Performance Indicators) in influencer marketing are measurable metrics used to evaluate how effectively an influencer campaign achieves its objectives. The appropriate KPIs depend on whether the campaign focuses on awareness, engagement, conversions, sales, or brand growth.

Common influencer marketing KPIs include:

• Reach: Number of unique people who see the influencer’s content.
• Impressions: Total number of times the content is displayed.
• Engagement rate: Level of audience interaction through likes, comments, shares, saves, and other actions.
• Video views: Number of times campaign videos are viewed.
• Click-through rate (CTR): Percentage of viewers who click a campaign link.
• Conversions: Number of desired actions, such as purchases, registrations, or sign-ups.
• Conversion rate: Percentage of referred users who complete the desired action.
• Cost per engagement (CPE): Campaign cost divided by the number of engagements.
• Cost per acquisition (CPA): Campaign cost divided by the number of attributed customers or conversions.
• Attributed revenue: Revenue directly linked to the influencer campaign.
• ROAS: Revenue generated from the campaign relative to advertising or influencer spend.
• Follower growth: Increase in followers resulting from the campaign.
• Brand mentions and sentiment: Changes in brand visibility and audience perception.

KPIs help brands measure campaign performance, compare influencers, identify what works, optimize spending, and determine whether influencer marketing is delivering the desired business results.