As the influencer industry grows, the level of reporting and insight into campaign performance has become more and more demanding. Influencer marketing relies on collaboration, and in order for brands to get the high level of detail they need from a report, it requires influencers to be able to share their insights into campaign performance. The Blogger Programme want to help the influencers we work with understand exactly what is required of them when it comes to statistics, so we've pulled together a small how-to guide for gathering campaign stats and what brands expect influencers to provide.
Brands are able to view your likes and comments, but saves, reach and impressions all need to be provided by the influencer. Saves are a really great statistic to present back to a brand, as it tells them your audience not only interact with your content, but want to revisit it again and again. The reach and impressions of your post allow the brand to understand how well your post has performed and how much of your audience the post is actually reaching.
- Link Clicks (Swipe Ups)
- Sticker Taps
- Story Views
Depending on the objective of the campaign, Instagram Story statistics can provide a vital insight, such as sticker taps for brand awareness and swipe ups for traffic and sales. A lot of influencers are under the impression that you can only access these stats within a certain timeframe, but Instagram keep all of your Instagram Stories and their insights in an archive. To access the archive, simply head to your profile page and tap on the 'clock symbol' in the top left corner, this will load all of your past Instagram Story posts. Tap on the story you need to access, and click on 'seen by' in the bottom left hand corner - this will bring up the panel of viewers and stats you are looking for.
Your content insights are just as important as the content itself, so to ensure you maintain strong relationships with brands and are considered for future campaigns, make sure you prioritise sending over your insights to the brand after a week of your content being live. There will always be factors that impact the performance of your content, so don't be afraid to share your learnings with the brand you are working with, so long as it is constructive and effective.
If you are an influencer looking to work with established brands and haven't already signed up to our platform, you can head over to TBP and register to receive weekly campaign opportunities, trips abroad and industry events.