Creator Performance Metrics

Influencer marketing ROI is another way of referring to creator success. As you scale your influencer program, you’ll be able to use key metrics to establish KPIs and assign dollar amounts to campaign milestones.

Your marketing funnel should inform your influencer KPIs. Whether your audience is just learning about your brand for the first time or making a purchase, certain campaign metrics reveal how well consumers flow through the funnel.

“A successful influencer marketing campaign cannot exist without effective and efficient methods for tracking and measuring its performance.” – The Total Guide to Influencer Marketing Measurement

Among the most important influencer ROI metrics are:

When recruiting new creators, you may not have access to many of the metrics listed above. But understanding visible metrics from prospective creators and examining your current top-performing influencers will help you improve your recruiting efforts.

Why is the Creator Lookalike Tool So Important?

When you’ve done the work to nurture quality relationships with the right creators, you can save yourself time and money by dedicating your outreach efforts to seeking creators with similar attributes, styles, and performance metrics.

What Is a Lookalike (LAL) in Influencer Marketing?

In digital marketing, Lookalike, or LAL, means that two individuals or groups share similar characteristics that signal similar marketing performance. Marketers frequently refer to LALs when examining audiences and creators.

When seeking LAL creators, you need to know what characteristics you should target. It may not be enough to search for similar engagement rates, follower sizes, or industries. The best brand-creator matches often involve posting frequency, style, and more.

A reliable LAL creator tool will take all of those characteristics into account to help you find ideal LAL creators.

Challenges of Recruiting the Right Influencers

In a recent episode of 0-100 Getting Started with Influencer Marketing, MVMT’s marketing team discussed the challenges associated with finding the right creators. A brand’s creator vetting process can determine the overall success of the influencer campaign.

The first step is finding creators with the right audience. Your creator audiences should align clearly with yours so that your brand’s products/services are relevant.

Then you’ll discover through some trial-and-error which creator type – nano, micro, macro, celebrity – or mix is ideal for your campaign objectives. Each creator size will have certain strengths and assist key stages of your marketing funnel.

After the basics, you’ll need to examine a creator’s tone, style, and engagement metrics. Paying close attention to these details will keep you from partnering with fake influencers and ensure that your creator team consists of high performers.

Creator Lookalike (LAL) Metrics

At GRIN, we partnered with our clients to understand what the key LAL creator metrics are. While every brand is unique, we’ve narrowed down the top LAL Metrics as follows:

Reach

Creator reach usually entails two metrics – follower count and impressions. Followers usually keep up with their favorite social media profiles or unfollow an individual if they lose interest. While a creator’s follower count is incomplete as an isolated metric, it still stands as an important metric within the context of other performance data.

Impressions are post, image, or video views. Views can come from followers and non-followers. Either way, impressions (views) give you a great idea of a creator’s reach.

Engagement Rate

Creator engagement demonstrates how connected a creator is with his or her audience. Likes provide limited insight, but comments and shares are often the better metric for determining engagement.

A creator’s engagement rate is the number of post engagements divided by the number of views or followers.

Number of post engagements (likes, comments, shares, etc.) / Number of followers.

Engagement rates are typically expressed as a percentage. And in most cases, the higher a creator’s engagement, the deeper the relationship that that creator has with their audience.

Average Likes Per Post

It is a good idea to step back and see what kind of audience activity there is across all content on a creator’s page. By calculating the average number of likes each influencer’s post receives, you can see how consistently that creator makes a positive impression with their followers.

Average Comments Per Post

Deeper engagement insight comes from examining the average number of comments a creator’s posts generate. When audience members comment, they commit more effort than if they had merely hit the “like” button. 

Note: It’s important to take a close look at post comments. In some fake influencer tactics, agencies might throw out fake comments to artificially raise a creator’s engagement rate. These fake comments will lack substance and often include major grammatical and spelling errors.

Likes to Comments Ratio

Using the two metrics above, you can see how a creator’s post likes compare to their post comments. Usually, creators with a higher ratio of comments to likes enjoy followers that feel a deeper connection with that creator. 

Posts Per Day

Post frequency also plays a role in the kind of results you enjoy from your top influencer campaigns. Certain audiences appreciate their favorite creators’ content frequency. If you’ve found that your top creators post a certain amount per day and week, this is an important metric when searching for LAL creators.

LAL Audiences

LAL audiences are another critical metric when examining LAL creators. The types of audiences that your top creators target when building their online communities can signal where to find more audience alignment in other creators.

Conclusion: Use your top performing creators to find lookalikes and build the most effective creator community.

It’s always a good idea to expand your marketing approach and try new things. As you do so, it’s best to start from what you know will work. Using our LAL tool above, you can pull data from your best creators and use that data to scale your program.

As your influencer program grows, you’ll learn more ways that your brand can connect with increasingly wider audiences. With the help of your existing creator community, you can grow your reach strategically, thereby saving you time and money while also increasing your campaign results.

Frequently Asked Questions