When creating your campaign, you chose the campaign objective aimed at increasing interactions and engagement.
The Commitment objective aims to maintain a positive and modern perception of your brand and products by creating an emotional connection with the audience.
Once your campaign is launched, it is essential to regularly consult certain key indicators aligned with your objective to track your performance and adjust your strategy if necessary. You will find the various KPIs of your campaigns in the REPORTS tab.
To help you analyze your performance, we have developed the following recommendations based on the latest trends and best practices:
Filtering your data
Don't forget to filter the data by:
- Campaign (campaign filter)
- Content type (platform filter): for example Instagram vs TikTok
- Date (period filter): depending on the type of report, e.g. by season, mid-year, etc.
The data by date is filtered by default to the last 90 days, don't forget to modify this filter to your preferred date range.
This allows you to track your performance in real-time, measure post-campaign results, and optimize future campaigns:
Selecting content types
For the Engagement campaign objective, favor these types of content:
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Instagram Reel & Post: Carousel posts are particularly appreciated.
An influencer who drives audience engagement increases their chances of conversion.
Selecting your targeting
It is particularly relevant to focus on engagement rate rather than audience size, especially with nano-influencers.
Reminder:
- Audience size: Influencer's follower community
- Nano-influencers: influencers with fewer than 10,000 followers
Here’s why you should target nano-influencers for this objective:
- Closeness to the community: nano-influencers often interact directly with their followers, creating a trust-based relationship that encourages authentic interaction.
- Better commitment performance: Nano-influencers often have engagement rates significantly higher than micro or macro-influencers. Their content resonates more with their audience.
Key KPIs to track
Monitor Interactions, engagement rate, and EMV:
Monitor interactions: likes, comments, shares, mentions, link clicks…
Also track your engagement rate:
- TikTok & YouTube: number of interactions / number of views
- Instagram: number of interactions / number of followers
The average engagement rates of influencers based on their category are as follows:
- Nano-influencers (fewer than 10,000 followers): often have higher engagement rates, sometimes around 7-10% or more.
- Micro-influencers (10,000 to 50,000 followers): can have engagement rates of 3-7%.
Real-time EMV helps you instantly measure the financial impact of your influencer marketing and content efforts.
Powered by the exclusive Ayzenberg formula, it calculates the value of campaigns in real-time, considering factors like the platform (Instagram, TikTok, etc.) and the country. EMV calculates what it would have cost if the same results were achieved through paid advertising channels.
The exclusive Ayzenberg formula uses engagement metrics like likes, shares, and comments to assign a monetary value, adjusted for factors such as the country of distribution and platform used.
Actions to maximize interactions
Run contests and leverage trends.
Add promo codes and product bundles to your campaigns to boost commitment and support your conversion and/or drive-to-store (traffic) goals. Learn how to create personalized promo codes here.
Select influencers with a high engagement rate.
Run innovative/differentiating campaigns (invitation to an exclusive event, drive-to-store, street marketing campaign…). This could also be an opportunity for influencers to create a story in addition to the requested content.