Influencer Advertising Measurement and Technique I Traackr



Irrespective of the dimensions of your influencer advertising and marketing finances, there are normally three key challenges to resolve: 

  1. how one can make data-driven strategic choices 
  2. how one can measure success
  3. how one can attribute gross sales 

Beneath are insights from an interview with Brad Farell, CMO of Beekman 1802. Brad and his workforce had been so profitable with current influencer advertising and marketing campaigns that the model turned among the finest performing skincare manufacturers on TikTok and offered out two product strains at Ulta. 

You may learn their full case research right here, however we propose you stick round to learn this piece first!

Problem: How do I exploit knowledge to tell strategic choices?

A key studying for Brad and his workforce was how one can make strategic choices based mostly on insights. To perform this, they leveraged Traackr’s Model Vitality Rating (VIT) and influencer advertising and marketing benchmark software to know the place the model at the moment stood and the place they needed to be.  

“Clearly we have a look at metrics on daily basis like video views and engagements however VIT is our North Star. It permits us to take a step again and perceive the place we’re inside our aggressive set and the way we’re resonating with our viewers. It’s a tremendous metric for trying on the large image.” — Brad Farrell, CMO of Beekman 1802

The workforce had used Earned Media Worth (EMV) up to now, however switched to Traackr’s VIT as a result of it needed a metric that was extra clear. Not like EMV, which assigns a nebulous greenback worth to a marketing campaign’s outcomes, VIT measures a model’s efficiency in influencers’ content material by creating an combination rating of visibility (attain), influence (engagement), and model belief (high quality of brand name point out). Model groups are additionally given the choice to have a look at every of those components individually to allow them to determine precisely what they should do to get higher and improve that total rating. 

“Why can we measure something? To get higher. The problem with EMV is that it places a greenback on a metric that doesn’t truly measure monetary worth. For instance, when you full a $10k marketing campaign and obtain $1M in EMV, that’s rapidly seen as ‘we’ve created one million {dollars} price of worth’ – however that’s not true. Is that million {dollars} in your gross sales? Is it the worth of your organization? The metric doesn’t measure ROI nor does it enable you perceive what is definitely working.” — Evy Lyons, CMO of Traackr

Via their VIT evaluation, the Beekman 1802 workforce realized that VIP influencers had been driving vital influence for his or her rivals. Up till that time, the model had not labored with VIP influencers as a result of their increased charges had been daunting and made partnering really feel like an enormous gamble.

When the workforce turned these findings into motion, they had been in a position to confidently choose the suitable VIP companions. The influence was fast. Brad and his workforce noticed a direct influence on gross sales after their two high VIPs, Kat Sticker (@katstickler) and Dr. Shah (@dermdoctor) posted about their merchandise. 

Beekman 1802’s success is proof that we want metrics that give us a clear view into the levers that may assist us enhance. Hearken to Evy clarify VIT and the way it differs from EMV.

Problem: Which efficiency metrics do I measure?

Beekman 1802 solved this through the use of a mixture of exhausting and smooth metrics to measure totally different objectives. 

Considered one of Beekman 1802’s greatest TikTok campaigns was designed to encourage shoppers to go in-store to purchase skincare merchandise at Ulta Magnificence. In the course of the marketing campaign, Beekman 1802 managed to get a mean engagement price of three.06% and a excessive quantity of consciousness for his or her spend, reaching a 3:1 ratio for natural to paid posts. However in addition they offered out two product strains in Ulta Shops, with Ulta workers reporting that each coworkers and prospects talked about seeing Beekman 1802 merchandise on TikTok. 

Cross-referencing these smooth and exhausting metrics gave the workforce a greater understanding of what influence its marketing campaign had on a number of ranges of the advertising and marketing funnel (from consciousness to conversion).

Do not forget that whereas your metrics combine will likely be decided by your finish objective, metrics may also assist inform the way you construct your marketing campaign. For instance, in case your objective is to make use of TikTok to drive consciousness, then you’ll want to monitor video views, impressions, and engagements. However what in regards to the variety of natural mentions? This has traditionally been exhausting to trace, however know-how and intelligent marketing campaign content material could make it simpler (e.g. make-up challenges which might be enjoyable to take part in but in addition have specialised songs and trackable hashtags). 

Problem: How do I measure the influence of influencers on gross sales?

If you’re having a tough time monitoring how influencers are driving gross sales, there are some things you are able to do:

  1. Create a time-bound marketing campaign. Most of these campaigns is usually a dream match for gross sales attribution. For instance, Beekman 1802 labored with magnificence influencer, Laura Lee Watts (@lauraleewatts), to advertise its Milk Drop product characteristic in Ulta Magnificence’s 21 days of Magnificence occasion. The skincare model instantly noticed visitors go each on-line and to shops which resulted in product promote outs through the occasion. Gross sales could possibly be largely attributed to the TikTok posts due to what the workforce was listening to on the Ulta shops in addition to an uptick in gross sales after the publish. 
  2. Flip your influencers into associates. Though associates have been round for a very long time, partnering with influencers to drive gross sales (not simply consciousness) is pretty new. If you’re creating particular sales-driving campaigns, contemplate taking a web page out of the affiliate handbook and give your influencers specialised hyperlinks and distinctive codes (with reductions!) to share with their audiences. 

This can all develop into even simpler as social commerce and influencer advertising and marketing develop into much more built-in. Even now we’re seeing influencer advertising and marketing platforms embrace social commerce options like affiliate relationship administration and hyperlink monitoring and attribution.

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