Influencer Marketing 101

How to Report Influencer Marketing ROI to Your Boss

Here's everything you should know when reporting influencer marketing ROI to your boss so you get the green light on your next campaign.

How to Report Influencer Marketing ROI to Your Boss

You’ve done all the legwork in starting your influencer marketing campaign and everything is running smoothly, now what? You probably have to create a report on the campaign’s ROI to show to your boss and prove its value. However, since influencer marketing ROI can take multiple forms, it’s not always cut and dry numbers to report. To help you simplify the process, we’re taking a look at how to report influencer marketing ROI to your boss so you get the green light on your next campaign.

What does influencer marketing ROI look like?

Across all social media platforms, influencer marketing ROI can take on several different shapes. Revenue is the main form of ROI brands tend to focus on when analyzing the success of an influencer marketing campaign. However, as is the case with any other marketing effort, you may not see an increase in sales or revenue from your influencer campaign right away. For one, the buyer's journey takes time. On average, it's been known to take 7 marketing touches before a consumer converts. Running an influencer marketing campaign can help you increase those touches, and increase their quality, but your target audience will still need to see or interact with your brand six more times, on average, before they'll become purchase-ready. 

This also means that in order to drive revenue, you need to look at your entire marketing funnel. Is your website user-friendly? Are you running retargeting ads? Are your products priced right for your target audience? There are a number of factors that can influence the ROI of your influencer marketing campaign (things like your industry, your branding, your product and pricing, your competitors - and of course your consumers themselves), so in order for your influencer campaign to produce the monetary ROI you're after, you'll need to be looking at all of these factors strategically and making sure they're optimized for success as well. 

If this has you at all discouraged - don't be. Influencer marketing offers multiple of high-value returns that your brand can capture quickly, or even immediately while you're waiting to see an impact in terms of revenue. For instance, influencer marketing can help keep your brand top of mind (remember, it takes 7 touches), deliver social proof for your brand, increase your brand's reach among your target audience and result in user-generated content (UGC) that can be used on your brand's social channels and throughout your marketing funnel to improve it's efficiency and boost sales! For more help calculating influencer marketing ROI, read this blog!

How to Report Influencer Marketing ROI

Now that you know what kind of results you should be on the lookout for, you can start turning your findings into a display that’s easy to read and understand. This can be something as simple as a PowerPoint presentation or Visme infographic. Whatever route you decide to take to display your findings, here are the major details you should look at:

  • Demographics

Begin by taking a look at the types of influencers who posted in your campaign. Take note of their average age, interests, influencer type (ie: mommy bloggers vs health/wellness) and geolocation. This can be displayed as an introductory slide and will help you gauge how closely the influencers you collaborated with, and their audiences, measured up against your target audience. 

  • Content Performance and Reach

Taking a look at content performance will help you demonstrate how successful your campaign was at doing what it set out to do – whether that was building trust and brand awareness, increasing your brand's reach or increasing social mentions. If you ran your campaign on Instagram, you can use their post insights to see total likes, comments, shares and saves. On top of that, you can add up the campaign's total reach and impressions, as well as actions taken from specific posts. On TikTok, look at metrics like total likes, comments, audience and loops. 

These metrics be displayed as another simple graphic that rounds up all of your campaign data. For example, you could include a slide that lists the total number of likes and comments that the campaign received as a whole, followed by the number of unique pieces of content made about your brand and products, followed by total audience reached, total loops or total number of campaign hashtag views. Pro Tip: To calculate your total audience reached, add up the number of followers for each influencer your brand partnered with.

  • Dive Deeper into Unique Content

Any influencer content created that centers around your brand has value. Things like captions and comments can help you gain important insights and feedback about how your product is perceived, what people love about it and any areas where it may not be meeting their expectations.

Take the next couple of slides to dive into detail about your campaign's top performing posts - aka the ones that got the most interaction. Include photos and captions, along with which influencer the content belongs to. You may want to include the insights for these specific posts as well, (things like the number of likes and comments it received, along with the sentiment of those comments) that way you can take note of what type of content was most successful for your brand.

If your campaign included multiple types of media or ran on multiple platforms, be sure to categorize it by type. For example, if your campaign was on Instagram you should separate these slides by Instagram posts, Instagram Stories, Reels and IGTV. If you ran your campaign across multiple channels, be sure to separate those as well! You don’t want to miss the chance to highlight the amazing content your campaign garnered. 

Clickable graphic to watch the webinar replay "How to Maximize your Influencer Marketing ROI"

  • Break Down Comments

Across all the available content created, add up the total number of comments. On this slide, display any comments that you’d like to highlight for your boss. They can be anything from compliments to questions. This step is important for showing that people have tried or are planning to try your product after seeing the post. It might also bring to light important brand your product feedback your team should know about.

  • Brand Account Engagement

Prior to your campaign, jot down your current social media benchmarks so that you can see where you started and where you ended up. When it comes time to build your report, include updates for the number of new followers you gained and any post engagement boosts that occurred on your brand’s social media pages during the time frame of the campaign. Be sure to highlight campaign hashtag usage and any mentions your brand received that were not from creators affiliated with the campaign. This is great way to demonstrate social proofing and help to show that your campaign is driving impact and nurturing consumers through your marketing funnel. 

  • Website Traffic

Moving away from the social media platform stats, take a look at how your brand’s website performed before, during and after the campaign. You’ll want to point out how many influencers were required to mention your website too. That way you can create a slide to report website traffic and any spike in visits that may have occurred after influencer posts went live. This can look like impressions, clicks, the number of times website visitors added to their cart, newsletter subscribers or contact requests. Remember that traffic can come from social, organic or direct depending on where the consumer falls within your sales funnel and how long they wait in between seeing an influencer's post and taking an action. While you may not see an increase in sales right away, getting more traffic to your website is a good signal that your campaign is nurturing your target audience.

  • Revenue

We know we said this one was hard to track, but if you provided any coupon codes or affiliate links to influencers, definitely report on the usage of these. This data directly relates to retail sales the influencers in your campaign might have helped achieve. Remember, part of the appeal of influencer marketing is the word-of-mouth recommendation the influencers are providing. When they trust and recommend your brand to their niche followers, you can expect that more people will be willing to hit that purchase button when they're ready to buy. 

  • Time and Money Saved
Remember that working with influencers means you'll get great UGC to incorporate into your social strategy and throughout your website and other marketing channels. This means you can save time and money on things like brainstorming social media content, planning photos shoots, hiring models, buying props, securing locations and more. Consider adding into your report the amount of time, money and resources you'll be saving now that you have a library of UGC to add into your brand's social media content calendar. You can also share where in your marketing strategy you are now able to reinvest the time, money and resources you've saved. 
  • Report on Any Interesting Findings

It’s a good idea to include any unique opportunities your data might show. Since your influencer marketing ROI might be higher on one platform over another, that will determine where your budget goes next time. Certain platforms work better for certain products and you can use that to your advantage. For example, you might discover a new platform like TikTok deserves a bigger push on your next go-around since you saw great UGC come in simply by sending your product to a handful of influencers! Or, you might have received a YouTube product review that you weren’t anticipating and decide to focus more there. 

Use Statusphere

If all this sounds like a bit much, consider working with an influencer marketing platform like Statusphere. We handle everything – from matching you with influencers perfect for your brand and sending out products to crafting the report for your campaign. All you have to do is hand in the report to your boss and reap the benefits of your campaign. 

How to Calculate Your Influencer Marketing Budget
Interested in getting started with Statusphere? Click here to get in touch with one of our influencer marketing specialists today!

Last updated September 22, 2021. 

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