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6 Influencer Marketing Metrics To Watch and 5 Tools To Help



6 Influencer Marketing Metrics To Watch and 5 Tools To Help

Influencer marketing sounds magical. You ask people to talk about your brand and its products with their digital audiences. When they do, your profits increase.

But influencer marketing on social media is more complex, and like any content marketing, its connection to the bottom line usually isn’t direct. How can you create a social media influencer program that elicits metrics that get the results you want?

#InfluencerMarketing sounds magical. But it’s complex, and its bottom-line impact usually isn’t direct, says @ab80 via @CMIContent. Click To Tweet

Tracking influencer key performance indicators (KPIs) requires structuring a program that uses metrics to identify influencers. It incorporates the most valuable success metrics and uses tools to help you assess and optimize what works.

6 influencer-focused metrics

Before you reach out to influencers, determine which metrics to evaluate. They can help you identify the influencers most valuable for your brand. Then, the metrics can help you evaluate how well their engagement works for your company.

1. Reach and impressions

Audience size determines the category of influencer – macro, micro, nano, etc. That total audience can be on single or multiple channels. But that overview number isn’t enough. Take a look at the influencer’s reach and impressions:

  • Reach indicates the number of people who have checked a post, a story, or a video. That number could be bigger than the audience size because the content can be seen, shared, cited, tagged, and commented on by people who are not your followers (i.e., the audience).
  • Impressions encompass the number of times a post, a video, Reel, etc., appeared in newsfeeds. A post could appear in a user’s feed multiple times, or the user could click on it multiple times. Impressions may indicate better than reach how well the content resonates with the target audience.

Audience, reach, and impressions are not the same thing. Don’t treat them like they are, says @ab80 via @CMIContent. #InfluencerMarketing Click To Tweet

2. Audience engagement

Audience engagement can indicate how well the influencer’s energy, creativity, and effort contribute to the development of their channel. It indicates the followers’ level of interest. That, in turn, can influence the social media algorithms that seek to promote the most popular content.

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When comparing influencers by audience engagement, keep in mind the metrics depend on the total audience size. The engagement metric calculates all the ways someone could interact with a social post – likes, shares, and comments.

To figure out the engagement rate, you can use a tool that does it automatically, or you could do it manually. Add up the total number of interactions with a post. Divide that number by the total followers of that influencer’s social media account. Multiply that result by 100 to get the engagement rate for that post.

3. Audience growth

Assess the audience growth metric before and after you contract with an influencer. Though the effect takes longer to appreciate, audience growth serves as another indicator of how well the influencer continues to attract an audience. (Tracking it also can be an indicator to let you know the influencer is losing audience.)

Track the influencer’s audience growth by tracking its audience numbers (followers) as each new post appears. Audience spikes usually directly correlate with the posting schedule.

4. Brand mentions

When you’re working with an influencer, brand mentions are the most evident metric to track. It shows the number of times the brand is mentioned by the influencer and their followers on social media platforms.

When you’re working with an influencer, brand mentions are the most evident metric to track, says @ab80 via @CMIContent. Click To Tweet

Track your brand mentions before and after holding a marketing campaign. This metric will help you estimate the effectiveness of your marketing campaigns and how they influence brand awareness.

5. Traffic from social media

Just mentioning your brand in a social media post isn’t enough reason for you to partner with an influencer. You want their followers to get in touch with the brand. That’s why it’s important to have the influencer include a call-to-action link inviting the audience to visit your company’s site and interact with the brand. (How to incorporate the CTA differs by platform.)

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If you use a CTA with a URL unique to the influencer, you can evaluate how well their mentions of your brand convert into traffic for your brand. If you don’t use a unique URL, you can look at your web analytics to assess traffic from social media and see if the social influencers’ campaigns have had an impact.

Give an influencer a unique URL to publish as their CTA. You can better track their performance, says @ab80 via @CMIContent. Click To Tweet

6. Conversions from socials

As soon as a follower transfers to your website or an application, you can track their behavior. Converting the influencer’s followers is the primary goal for most influencer marketing campaigns – and it factors into the return on investment for the influencer deal.

What do you want the visitor who arrived through the influencer’s channel to do? Do you want them to subscribe to your newsletter? Sign up for a product discount? Buy your services?

By identifying your conversion goal(s), you can use analytics tools to assess whether the social influencer’s campaign had the desired impact.

Note: To effectively define where your conversions come from, use trackable links. Their unique ID can show which social media content made the conversion.

Handy tools for influencer analytics

Tracking all the metrics mentioned and analyzing each influencer’s performance manually would be a nightmare for the most devoted marketer. These five tools can help alleviate those bad dreams in assessing your influencer engagement.

Brand and reach: Awario

My employer’s tool, Awario, tracks reach, number of mentions, and share of voice. It also compiles a list of influencers and their posts where your brand name is mentioned that received the highest reach.

You can create alerts for your brand name and related keywords. The resulting mention feed shows social media posts related to your brand that you can sort by date, platform, hashtags, etc. You also can monitor the frequency of posts. The tool’s mention statistics section reveals reach, audience demographics, post sources, sentiments, and keywords.

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Influencer search: HypeAuditor

HypeAuditor lets you find influencers on Instagram, YouTube, and TikTok who match the needs of your marketing campaigns. You can search for influencers who already talk about your brand and/or whose audiences match your target audience. You also can search for experts in a niche and those who create authentic content – all vital criteria for finding the best influencer partner.

Influencer analysis: is a marketing platform that lets you evaluate the influencers on your prospective partner list. It works for influencers on Facebook, Instagram, TikTok, Twitter, YouTube, and more. You can learn their age, location, follower count, language, etc. also serves as a platform to build, optimize, and execute influencer campaigns. Its influencer relationship management tool tracks influencer content, provides simple-to-export reports, and compares influencer performances.

Posts’ performance: GRIN

GRIN’s handy tool provides the most detailed information about a social post’s performance. It evaluates such metrics as engagement rate, clicks, and conversions. This information will help you quickly assess if your influencer campaign was successful.

Apart from influencer tracking, GRIN can also monitor various KPIs for your marketing campaigns, including a budget, revenue, conversions, and media value.

Audience insights: (formerly SocialBakers) is an AI-driven tool that simplifies audience analytics and management on social media. This multi-feature platform can analyze each follower and influencer profile, revealing ideas and strategies to implement in your marketing campaigns.

Metrics matter in social influencer marketing

You should assess the metrics before, during, and after your influencer social marketing partnerships. It isn’t a one-time activity. By paying close attention regularly to the numbers and adjusting as necessary, you improve the chances of a successful long-term influencer strategy.

All tools mentioned in the article are identified by the author. If you have a tool to suggest, please add it in the comments.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.


Cover image by Joseph Kalinowski/Content Marketing Institute

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MARKETING vs What’s the Difference?


on vs What’s the Difference?

WordPress is one of the best website-building tools available, but it can be tricky to figure out how to use it for your purposes best. One of the most confusing parts of using this tool is deciding between vs vs image shows a laptop with gears on the screen and a tab button


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What Apple’s Vision Pro means for AR and VR marketing



What Apple’s Vision Pro means for AR and VR marketing

Apple’s Vision Pro. Image: Apple.

This week Apple announced the Vision Pro headset, available early next year. Here’s what we know so far about the device and what this means for marketers experimenting with AR and VR engagement.

“Spatial computing” and AR. The use cases demoed at Apple’s Worldwide Developers Conference (WWDC) show augmented reality (AR) experiences where users interface with a digital layer on top of their real-world environment.

What this means practically is that users will be able to select and run apps from menus they see floating in their living room, office or other real-world environment. They’ll use voice commands, subtle hand gestures and eye movements to manipulate these objects and apps.

VR. Users will also be able to select virtual environments and adjust how much of their display is taken up by those environments. This means that Vision Pro users will also have the capability to plug into full VR experiences should they so choose.

Media. Vision Pro users will be able to watch movies and other streaming content. The improvement with the Vision Pro over TV screens is that these shows can take up a user’s full field of vision on their headset display. Content made or adapted for this system can also take advantage of the Vision Pro’s “spatial audio” sound, which promises to make it feel like sounds are coming naturally from the environment around the user.

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Why we care. Apple has held off on getting into the AR/VR space while Meta struggled over the last two years to get headsets and the “metaverse” to seem cool and get widely adopted. Marketers remember the watershed moment when Apple’s iPhone spawned the mobile marketing ecosystem, and therefore there’s good reason to wait until Apple throws their hat in the ring.

It’s also worth noting that many AR experiences already exist using smartphone apps. The Vision Pro will make AR wearable, and if done right, will make these experiences more intuitive with natural eye moments and hand gestures.

Dig deeper: What marketers need to know about the metaverse, Web 3.0 and NFTs.

Price point. The Vision Pro is priced at $3,499. To give some perspective, that’s about half the current price of Apple’s newest Mac Pro. Back in 1984, the first Macintosh started at $2,495, which is over $7,000 in 2023 dollars.

Consumers who buy the Vision Pro will be spending three times more than what an iPhone costs. Businesses that want to equip their employees with Vision Pros will have to invest sizable budgets on par with new laptops or other significant hardware upgrades.

Consumer and B2B adoption. Being able to watch popular shows might be a gateway for consumers to adopt the new device and begin to explore AR and VR applications. Another adoption strategy is for people who use VR at work to bring the devices home. This explains Meta’s push for using their Meta Quest Pro headset for videoconferencing and other business uses.

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Apple’s WWDC presentation showed how the Vision Pro uses machine learning to create a lifelike 3D model of a user’s face so that users can videoconference without their headsets being seen. This might be a more acceptable alternative to virtual meetings using cartoony avatars.

“Businesses are at a point where they want to get started with VR technology,” said Rolf Illenberger, CEO of enterprise VR platform VRdirect. “People in the office are asking about it. What’s missing is a general decision about which ecosystem to use.”

The Vision Pro inaugurates a new operating system, visionOS and a new Vision app store, where users will be able to access an anticipated flood of AR and VR apps.

AR and VR in marketing. Businesses in a number of verticals are adopting or considering VR for training and safety initiatives, Illenberger said. Widespread adoption for more general uses like virtual meetings is still several years away.

AR will likely be the first channel to get enough users to be of interest to marketers.

“There is a logical progression from AR marketing to VR marketing,” said Darwin Liu, founder and CEO of ecommerce services company X Agency. ”One needs to take off before the other one can. I expect AR marketing to really take off in the next 2-4 years and VR marketing to become important in 4-7 years.”

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When enough customers are using a specific VR ecosystem, it will be important for brands to create a presence within it. This is still a far cry from an interoperable “metaverse” where users can jump from space to space seamlessly and bring digital assets with them to spend on merchandise wherever they want to. The customers that use visionOS will be within Apple’s walled garden. The price to reach them will likely be a steep one.

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AI’s Impact on Digital Marketing Strategies In 2023



AI's Impact on Digital Marketing Strategies In 2023

Do you know AI is revolutionizing businesses and their marketing plans? Artificial intelligence (AI) has been a hot topic in the digital marketing industry for quite a long time now.

Trends have changed and AI has created a vast difference in working and planning strategies for marketing purposes. Having the ability to gather and analyze large amounts of data in just a few seconds has changed how companies approach the digital market now.


AI-powered chatbots are being used by companies to enhance their productivity, and customer handling, and reduce human efforts. This automated messaging system can be used to help customers with their queries and give them suggestions, also answering a lot of questions at once and being available round-the-clock.

Comprehending customer inquiries and responding appropriately in real-time using artificial intelligence chatbots are being used by companies.

Do Chatbots Market the Business?

Unlike a human being, AI Chatbot does not go out and market your company. However, it is a marketing tool especially on social media, because they can deliver targeted messages on your behalf, collect customer data to help you target messaging, and provide customer service that is beneficial to both the company and the customer.

1686088188 667 AIs Impact on Digital Marketing Strategies In 2023

Chatbots are very good at converting the viewers into buyers just by locating the desired products and asking the customers some specific questions according to the gathered data.

Creating the Content

Content creation is where actual human effort is needed a lot. It takes time, intelligence, ideas, and administration of plans to create high-quality and customer-centered content for marketing purposes.

It is predicted by experts that data generation all over the World is going to be more than 180 zetta-bytes by 2025. And there is no doubt that AI and machine learning will have a significant role in developing and creating the content at that time.

Let’s see how AI content creation is helpful in digital marketing;

  1. Enhances the Social Media Content Performance: 

Social media primarily plays a role in moving customers to their sales funnel. In the same manner, advertisers and marketers make themselves aware of the demographical data of their followers to create social media content that appeals to them.

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In this aspect, AI is the game changer. Artificial intelligence-powered tools can go beyond demographics to analyze client behaviors and preferences. This data is used by marketers to make their customer engagement better by refining their SMM  actions.

  1. User-Generated Content (UGC) Can Be Curated:
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Do you know that social media users today are incredible content creators and consumers both at the same time? The majority of them base their buying choices on user-generated content (UGC) rather than sponsored material.

UGC is assisting companies in improving their reputation among their competitors. AI technology can be used to keep an eye on social media platforms and track any references made to your brand. This way, you can gather valuable insights and feedback on how consumers perceive your business and services.

Making use of UGC, artificial intelligence is able to filter high-quality customer data. With the help of visual recognition technology not only the textual but also images and video content is identified by AI.

  1. Upgrades the Personalization:

Customer engagement is enhanced by personalization of the content being created by the company. Do you know AI is the chief in this aspect also? 

Personalization is dependent on the company to understand the needs and expectations of the customers.  AI collects, analyzes, and transforms the data of customers and makes their personalized profiles and sections.

1686088188 386 AIs Impact on Digital Marketing Strategies In 2023

This information may be used to create highly customized suggestions and interactions in order to engage with your clients effectively.  Companies may now build personalized email marketing content using AI rather than generalized email marketing campaigns.

Customer Targeted & Predictive Marketing

The client’s data being collected by companies via AI chatbots is used to generate patterns of future behavior and produce highly focused marketing.

Dynamic yet specific content is emailed by the companies at the right time to their customers with the help of AI. The emails that are sent are also based on the previous activities of the customers.

By collecting the data via customer activity on different web pages, email interactions, or blog reading, AI can efficiently identify which content is more appealing for the customer. This makes the company stay in an audience target business and produce future content according to it. 

Moreover, companies can know when the customers are not engaging or not getting appealed, AI again jumps into the situation and makes the profiles more customized to keep the user in touch and towards the company for re-engaging purposes. This re-engaging strategy is done by Churn Prediction.

Why is Churn Prediction Important?

Customer turnover is a common problem faced by companies. Growing the business means getting new clients similarly when a single customer leaves, it impacts the investment negatively. A company can save huge figures by just keeping an eye on their client’s activities and offering them incentives when they seem like leaving.

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1686088188 410 AIs Impact on Digital Marketing Strategies In 2023

That is why, understanding what keeps consumers engaged is incredibly valuable knowledge that is nonetheless collected by AI. It aids in the development of retention strategies and the implementation of operational practices targeted at preventing customers from saying goodbye to the company.

Natural Language Generation is Provided by AI

Who is playing a great role in Natural language generation? Yes, AI is at the top of the tools that provide us with NLG. 

The pieces of information organized by AI are the main source of NGL. Converting data into natural-sounding text produces a large number of printed words far faster than a normal person.

Companies use this AI influenced Natural Language Generation for the following purposes:

  1. Advertisement Writing

The natural language generated by AI is intelligent enough to modify itself to a company’s consumer and employ the language and tone most likely to connect with them. This is the turning point in ad creation.

AI-powered NLG writes ads for companies that are audience directed with a huge rate of conversion. These kinds of digital marketing software are becoming a must in this competitive Internet marketing industry.

  1. Automatic Updates & Revisions

Data is fed into the NLG program by AI, which produces text that resembles human speech based on established templates and rules. Plenty of sources, including statistics from websites, customer reviews, and survey results can provide the information needed.

1686088189 93 AIs Impact on Digital Marketing Strategies In 2023

Social media marketing campaigns are run to benefit the company in various aspects. Artificial intelligence NLG technology may be used in social media marketing campaigns to create social media posts based on popular subjects, updates, and hashtags.

The software would look into the information and produce posts that are interesting to and relevant to the intended audience.

  1.  Generation of Subject Lines

Email marketing is a bombing strategy, but how come it explodes? The subject line of the company’s email should be explosive if the customer is to be attracted.

None other than AI provides appealing subject lines for emails through NLG modules. The email open rates can be increased by using natural language generation to convey and adapt feelings, tone, and phrasing.

Voice Search Optimization

Voice search optimization is getting applause all over the World as many customers prefer voice search rather than typing their query. AI is able to recognize the voice, search the voice keywords, and provide data that is asked. You may be familiar with AI voice recognition tools like Google Home, Alexa, and Amazon Echo. 

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By utilizing speech recognition and numerous other AI techniques, companies may offer material that AI systems can find more easily, improving the customer’s quality. 

By optimizing website content for voice search, companies can improve their search engine rankings for voice queries. This helps the companies to reach a wider audience and increase their visibility all over the internet.

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Voice keyword research is a method of raising a website’s efficiency through AI as well as effectiveness for speech-based search inquiries. In this way companies are thought to be digitally available for their customers, converting them into buyers and reducing the consumer churn.

Visual Recognition Technology

AI or in other words, Robots are able to identify some of the human features, this is called visual recognition technology.  

AI gathers information based on image recognition through social media platforms. For example, it monitors the image activity and gets insights from a company’s users. It helps companies to know which products and trends are more likely to be seen in their target audience.

Audience engagement and customer quality can be improved a lot more by this technology. Algorithms are set and analyzed by AI itself, this is called machine learning, which plays a great role in AI-powered digital marketing.

There is another way by which image-identifying technology can be helpful. By monitoring image algorithms AI makes the company produce more customer-centered content.

1686088189 935 AIs Impact on Digital Marketing Strategies In 2023

Additionally, using visual recognition technologies will enhance the client experience. Customers can see how things might look on them prior to making any purchase by using interactive product catalogs or online free-trial situations.


Concluding the above discussion, companies are now making use of artificial intelligence (AI) in digital marketing more often. With the use of chatbots, virtual assistants, image recognition, voice recognition, and predictive content, AI has been used to raise customer satisfaction, decrease human efforts, and routine operations, and increase the overall effectiveness of digital advertising campaigns.

While there are many benefits of implementing AI in digital marketing, it’s important for companies to approach it wisely and deliberately.

Intelligent systems that are productive require thorough planning and development, including adhering to the platform’s purpose, selecting the layouts and conversational flow, and training the algorithm to understand and efficiently respond to user needs and requirements.

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