{"id":163806,"date":"2024-03-30T07:01:17","date_gmt":"2024-03-30T06:01:17","guid":{"rendered":"https:\/\/brand24.com\/blog\/?p=163806"},"modified":"2025-12-10T16:32:36","modified_gmt":"2025-12-10T15:32:36","slug":"metricas-de-marketing-de-influencia","status":"publish","type":"post","link":"https:\/\/brand24.com\/blog\/pt\/influencer-marketing-metrics\/","title":{"rendered":"11 m\u00e9tricas importantes de marketing de influ\u00eancia que voc\u00ea deve acompanhar em 2026"},"content":{"rendered":"\n

According to the Influencer Marketing Benchmark Report 2024, the influencer marketing industry will grow to about $24 BILLION by the end of this year! The money spent on influencer marketing speaks for itself; it’s one of the most important elements in the marketing strategy! You need to be able to measure the results of your influencer campaigns across different social media platforms. But what are the most crucial metrics and how to measure them? You’re about to find out in this article!<\/strong><\/p>\n\n\n\n

Tracking influencer marketing metrics<\/strong> gives many benefits. You get to know the preferences of your target audience, which can guide your content marketing strategy. Moreover, you can optimize your marketing campaigns and maximize your influencer marketing ROI.<\/p>\n\n\n\n

Key influencer marketing metrics to track:<\/strong><\/h2>\n\n\n\n

01 Audience engagement<\/strong><\/h3>\n\n\n\n

According to the Influencer Marketing Benchmark Report 2024, audience engagement is the most common metric in more than 50% of influencer marketing campaigns.<\/p>\n\n\n\n

It’s also one of the key performance indicators (KPIs) by which you can determine the preferences of your target audience.<\/p>\n\n\n\n

You can see in black and white through the number of likes, comments, and shares of social media posts whether an influencer resonates with the audience.<\/p>\n\n\n\n

If someone doesn’t like the influencer’s post, that person won’t leave a like. It’s obvious!<\/p>\n\n\n\n

Certainly, when you note high engagement in a social media post, you will want to continue collaborating with the influencer. Changing your influencer marketing strategy might be worth doing if it’s the other way around.<\/p>\n\n\n\n

High engagement may affect social media algorithms. For example, a TikTok video with many likes and comments will appear on the “for you” page.<\/p>\n\n\n\n

How to measure?<\/strong><\/p>\n\n\n\n

There is a general formula to measure the Engagement Rate of <\/strong>influencer campaigns:<\/p>\n\n\n\n

Engagement Rate [%] = total number of post interactions \/ follower count x 100<\/strong><\/p>\n\n\n\n

You can use this formula to calculate the Engagement Rate for one or many posts.<\/p>\n\n\n\n

So let’s calculate the Engagement Rate of the energy drink brand CELSIUS’ influencer partnership with NFL player Mike Penix Jr.<\/p>\n\n\n\n

\"Instagram\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Instagram Reel from influencer partnership – CELCIUS x Mike Penix Jr. (@themp9)<\/figcaption><\/figure>\n\n\n\n

We will consider only one post from this campaign – Instagram Reels (the one above).<\/p>\n\n\n\n

Reel received 4543 likes and 20 comments, which gives 4563 interactions. The number of followers on Mike’s Instagram account (@themp9) is 100,000. So the Engagement Rate is 4.56% (4,563 \/ 100,000 x 100).<\/p>\n\n\n\n

Nothing complicated!<\/p>\n\n\n\n

But you don’t have to do it manually. <\/p>\n\n\n\n

You can easily find free online calculators dedicated to specific social media platforms.<\/p>\n\n\n\n

Hint: Don’t compare the campaign performance in terms of influencers from different groups. Always look at how big the influencer’s audience is. Micro-influencers<\/strong><\/a> usually gain a higher engagement than big accounts with millions of followers.<\/p>\n\n\n\n

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Track key influencer marketing metrics!<\/p>\n<\/div>\n\n\n\n

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Start Trial!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

02 Influencer Score<\/strong><\/h3>\n\n\n\n

Influencer Score helps quickly classify influencers for collaborations. It tells you whether a given person is a good fit for your campaign.<\/p>\n\n\n\n

The higher the Influencer Score, the more popular the influencer is.<\/p>\n\n\n\n

It’s up to you who you work with – a top influencer with a high Influencer Score or maybe someone less famous. The choice is yours!<\/p>\n\n\n\n

How to measure?<\/strong><\/p>\n\n\n\n

I won’t bother you with unnecessary calculations. There are tools that measure this metric!<\/p>\n\n\n\n

But I can tell you that the Influencer Score is calculated based on, among other things, the number of followers a creator has on a given social media channel and the influencer’s activity.<\/p>\n\n\n\n

Influencer Score in Brand24<\/a> is expressed on a scale from 1 to 10, where 10 determines the most valuable creators.<\/p>\n\n\n\n

\"Mentions\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Influencer Score in Brand24<\/figcaption><\/figure>\n\n\n\n
\"\"<\/a>
Learn how Influence Score helps Zrzutka.pl in finding relevant mentions.<\/figcaption><\/figure>\n\n\n\n

03 Volume of mentions<\/strong><\/h3>\n\n\n\n

This metric shows how many times your product or brand is mentioned.<\/p>\n\n\n\n

The increase in the number of product or brand mentions after the new campaign launches can herald the influencer marketing success.<\/p>\n\n\n\n

When people talk more about your brand on the Internet, it’s more likely to reach new potential customers and gain new followers on your channels.<\/p>\n\n\n\n

How to measure?<\/strong><\/p>\n\n\n\n

Keep in mind that most media mentions<\/a> do not appear on your marketing channels, and what’s more, they are not tagged either.<\/p>\n\n\n\n

Therefore, a social media monitoring<\/a> tool is necessary to measure this metric! Brand24 is a perfect example of such a tool.<\/p>\n\n\n\n

It tracks mentions (even untagged ones!) from various online sources, not just social media.<\/p>\n\n\n\n

\"Mentions\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Mentions of beauty brand Rhode Skin in Brand24 \u2013 chart view<\/figcaption><\/figure>\n\n\n\n

Brand24 also detects anomalies – what does it mean? It gives a concise explanation of the sudden increase in the number of mentions.<\/p>\n\n\n\n

\"Anomaly\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Anomaly Detecor in Brand24<\/figcaption><\/figure>\n\n\n\n
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Track the volume of mentions!<\/p>\n<\/div>\n\n\n\n

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Start Trial!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

04 Audience growth<\/strong><\/h3>\n\n\n\n

This one of the key metrics shows the increase in the number of people who follow your brand account on social media.<\/p>\n\n\n\n

It really matters when it comes to an influencer marketing campaign – it tells how many people start following you exactly over the campaign period.<\/p>\n\n\n\n

If people start to follow your brand, it’s a good sign – they want to stay with you for longer!<\/p>\n\n\n\n

Audience growth declined due to the influencer campaign? It’s time to change the strategy!<\/p>\n\n\n\n

How to measure?<\/strong><\/p>\n\n\n\n

The following formula calculates the Audience Growth Rate:<\/p>\n\n\n\n

Audience Growth Rate [%] = followers gained over the campaign period \/ the initial number of followers x 100<\/strong><\/p>\n\n\n\n

Imagine that your brand had 20,000 followers on Instagram at the beginning of March. <\/p>\n\n\n\n

The campaign with Kendall Jenner lasted for the whole month, and as a result, your account grew to 60,000 followers. The Growth Rate is 200% (40,000 \/ 20,000 x 100).<\/p>\n\n\n\n

WOW! Maybe you should think about a campaign with this influencer….<\/p>\n\n\n\n

As you see, it’s a very simple metric for monitoring influencer campaigns. Simple enough that you don’t need any external tools… and you can save money to afford an influencer campaign with Kendall Jenner!<\/p>\n\n\n\n

05 Social media reach<\/strong><\/h3>\n\n\n\n

This metric presents the estimated number of people who saw influencer posts in cooperation with your brand.<\/p>\n\n\n\n

It gives you an idea of how the influencer campaign spreads on socials.<\/p>\n\n\n\n

Of course, the higher your social media reach, the better for you!<\/p>\n\n\n\n

How to measure?<\/strong><\/p>\n\n\n\n

The only reliable way to measure it is to use a tool like Brand24.<\/p>\n\n\n\n

Below is a graph of social media reach from the Brand24 dashboard. Look how simply and clearly it’s presented:<\/p>\n\n\n\n

\"Brand24\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Social media reach of Peptide Lip Treatment by Rhode Skin<\/figcaption><\/figure>\n\n\n\n

06 Website traffic<\/strong><\/h3>\n\n\n\n

Another of the key metrics is website traffic. It tells how much the influencer encouraged potential customers to visit the brand’s website.<\/p>\n\n\n\n

Many campaigns include tracked URLs and CTA encouraging the influencer’s followers to visit the brand’s website. Hence, website traffic is important for measuring the effectiveness of influencer campaigns.<\/p>\n\n\n\n

How to measure?<\/strong><\/p>\n\n\n\n

To measure website traffic, it’s best to use Google Analytics (one of the top analytics tools).<\/p>\n\n\n\n

Two good news! The first one: Google Analytics is free. The second: it allows you to measure traffic by its source.<\/p>\n\n\n\n

So, you’ll easily see traffic from Instagram or a different social media platform where the campaign was run.<\/p>\n\n\n\n

You can give an influencer URL with a specific UTM code attached, so Google Analytics can track how many people clicked it from the influencer’s recommendation.<\/p>\n\n\n\n

You don’t have to configure anything; just pass the link to the influencer! You can use Bitly to create this kind of link.<\/p>\n\n\n\n

07 Sentiment<\/strong><\/h3>\n\n\n\n

Brand sentiment tracks whether the online conversations about your brand are positive, negative, or maybe neutral.<\/p>\n\n\n\n

It’s a good complement to other key metrics, such as the volume of mentions and audience engagement.<\/p>\n\n\n\n

Discovering the audience’s emotions allows you to assess whether the influencers selected for the campaign and the campaign itself are perceived well.<\/p>\n\n\n\n

If the number of mentions with positive and neutral brand sentiment<\/strong><\/a> increases, it means that your brand awareness<\/strong><\/a> also increases.<\/p>\n\n\n\n

But if there is a lot of negative sentiment, your marketing campaign might not be good.<\/p>\n\n\n\n

How to measure?<\/strong><\/p>\n\n\n\n

Sentiment analysis<\/strong><\/a> must be done using a social listening tool, which is Brand24. It easily finds brand mentions and categorizes them.<\/p>\n\n\n\n

All mentions are collected in one place as a page, but Brand24 also provides a line chart showing the sentiment of brand mentions over time.<\/p>\n\n\n\n

\"Sentiment\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Sentiment analysis of brand Rhode Skin provided by Brand24<\/figcaption><\/figure>\n\n\n\n
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Analyze sentiment with Brand24!<\/p>\n<\/div>\n\n\n\n

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Start Trial!<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

08 Conversion<\/strong><\/h3>\n\n\n\n

Conversion is the third most used metric in measuring influencer marketing success, according to the Influencer Marketing Benchmark Report 2024.<\/p>\n\n\n\n

Conversion is successfully completing a specific goal. This goal, generally, is sales.<\/p>\n\n\n\n

The most common conversion regarding influencer marketing<\/strong><\/a> is buying a product through a unique link or using promotional codes.<\/p>\n\n\n\n

Influencers can share promo codes or unique trackable links with their followers as part of the campaign, as on the Instagram Story below.<\/p>\n\n\n\n

\"Trackable\n\t\t\t\n\t\t\t\t\n\t\t\t<\/svg>\n\t\t<\/button>
Trackable link on Naomi Anwer’s Instagram Story (@naomianwerr) as a part of a paid partnership with the brand Georg Jensen<\/figcaption><\/figure>\n\n\n\n

How to measure?<\/strong><\/p>\n\n\n\n

There is a formula to calculate the Conversion Rate:<\/p>\n\n\n\n

Conversion Rate [%] = total number of users who have completed a specific goal \/ the number of people exposed x 100<\/strong><\/p>\n\n\n\n

Assume that Cristiano Ronaldo, as part of a partnership with your brand, added an Insta Story with a link redirecting people to buy your product. <\/p>\n\n\n\n

Within 24 hours, 600,500 people clicked the link, but only 20,000 bought your product using it. In this case, the Conversion Rate is 3.33% (20,000 \/ 600,500 x 100).<\/p>\n\n\n\n

The conversion rate is tracked using analytics tools such as Google Analytics with the help of the above-mentioned links and codes.<\/p>\n\n\n\n

09 Revenue<\/strong><\/h3>\n\n\n\n

Revenue is important for calculating influencer marketing ROI (Return on Investment).<\/p>\n\n\n\n

Thanks to measuring revenue, companies can estimate campaign ROI (Return on Investment) and determine which influencers cause positive ROI.<\/p>\n\n\n\n

It’s also matters when it comes to influencer compensation.<\/p>\n\n\n\n

How to measure?<\/strong><\/p>\n\n\n\n

Revenue generated due to influencer campaign (similarly to conversion) you can measure using:<\/p>\n\n\n\n