How are you analyzing the content shared by your Instagram influencers?
Sure, everyone on your team can appreciate the crystal-clear PowerPoint you put together on your upcoming campaign strategy. But sadly, even the most meticulously-designed campaign can fail to impress without the proper auditing and analytics to back up its success.
With influencer campaigns, there’s a myriad of steps we take to help our clients analyze their campaign metrics into real, quantifiable numbers. But before you go thinking an influencer campaign may not apply to your marketing efforts, listen to how we define an influencer.
When it comes to categorizing a campaign influencer, we look at two, different types of social users when working with brands to manage, amplify and measure their social media campaigns. The first being the sought-out, on-brand Snapfluencer who we’ve signed on to produce content for a campaign, and the other being the everyday social user who is organically sharing about a brand.
We meticulously audit our campaigns through our unique campaign management and reporting software, along with good ole’ fashioned human analysis to best provide our clients a full story of their campaign. Here’s a glimpse of what goes into our reporting process:
1. Post Tracking - Never miss a campaign mention
So our clients can focus on content sharing and campaign upkeep, we use our robust campaign management tool to aggregate all content shared on Instagram and Twitter with the designated campaign hashtags. This data can be further segmented to only track a select group of influencers, but we will always provide clients with an overall analysis of posts to identify campaign trends in time, date, location and more.
2. Out of Network Search - Browsing for content re-syndication
When a brand commits to running a campaign with Snapfluence influencers, we personally comb through our influencers’ other social accounts (Facebook, Pinterest, Tumblr, etc.) to see if they’ve continued the social conversation to other networks of followers. Often, this extra effort helps brands identify other networks and social conversations they are relevant to, and should be participating in.
3. Engagement Analysis - Drawing meaning from comments & likes
Our system allows us to collect the unique reach, comments, likes, retweets and retweet reach of a post shared with a campaign hashtag. However, only measuring these simple metrics can lead to false positives and ignore users who created posts that had the largest impact on their audience. Relative Engagement is a great way to determine the real engagement of the posts but doesn't tell the full story. Taking that into consideration, we developed the pIQ™ score. The pIQ™ score takes into account how many followers and degrees of engagement a post has received, and rates each post with an easy to understand score. We help Republic Publishing monitor a group of influencers who participate in a variety of their social media campaigns for Microsoft Lumia, but from our reporting have discovered other users who have incredibly engaging content.
4. Photos collected for brand’s repurposing
When a campaign’s all said and done, we compile a list of every post that came in with the designated hashtags for the brand to keep. If there are posts in this audit that came from a Snapfluence influencer, the rights of these posts are released, and can then be repurposed by the brand for future content marketing efforts.
Looking for better solutions to manage your Instagram influencer activations? Download our Guide to Influencer Campaign Bliss to learn more!