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What you should really be measuring in influencer marketing?

Nelson Patrício
Nelson Patrício

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In the world of influence Marketing it is important to identify who is talking about your brand and measure what kind of impact do they have. Audience size is not necessarily an indicator of

influence. Just because someone has a lot of friends or followers, does not mean they can encourage those followers to actually do anything.

You can measure dozens of different metrics on Influence but there are 4 main KPI’s you should be focusing on. Depending on your goals you should aim to one or a couple of them:

#1: Reach

It is the number of people who see your content. Reach is a measure of how your content is spread across various social media platforms. You can think of it as the number of unique people who see your content. In a perfect world, every one of your followers will see every piece of content you post. Unfortunately, that’s not the world we live in and not all of your fans will see every single post you publish. So reach is a measurement of your effective audience.

#2: Impressions: 

It is the number of times your content is displayed. An impression means that content was delivered to someone’s feed. A viewer doesn’t have to engage with the post in order for it to count as an impression. What’s tricky about impressions is that one person could be registered as multiple impressions of a same piece of content. For example, on Facebook a post can be displayed in the News Feed from the original publisher and appear a second time when a friend shares the publisher’s post. If you saw both forms of activity in your feed, that counts as two impressions for the same post.

Terms like “reach” and “impressions” are often misinterpreted or thought of as to mean the same thing.

Reach and impressions are very similar. Let’s go back to that perfect world for a minute. Let’s say that you have 100 followers on Twitter and you send out one Tweet. If every one of your followers sees that Tweet, you have a reach of 100 and 100 impressions. Tomorrow you send out two Tweets to the same 100 followers. Your reach is still 100 (because your follower count didn’t change) but now your impressions have increased to 200. Why? Because every single one of your 100 followers has seen both of the Tweets you published.

Remember this: Reach is the number of people who may have seen your content (is a measure of potential audience size.), while impressions are the total number of times the people you’ve reached may have seen your content.

#3: Engagement:

How people participate in the conversation about your brand?

What actions do they take to spread your content and engage with the topic?

In most social media settings, content can be both shared and replied to. Twitter retweets (RTs) ,Facebook shares and posts are helpful to know who is spreading your content, while comments, replies and likes are helpful to see who is replying to your content. Simply put, engagement measures the amount of likes, shares, and comments that your social updates receive. Having a large reach with low engagement is a bad sign because it shows that you don’t have a marketing message or content that resonates. Reaching millions of people means nothing if they aren’t interested in what you offer. As long as your audience is engaged, no matter how small that audience is, it will grow organically and generate more leads.

As for engagement you can measure: CLICKS (on posts), LIKES, SHARES, COMMENTS, VIEWS, … choose important actions or engagement numbers like clicks, retweets, or replies (more on this in a second) and divide them by reach to calculate an engagement percentage.

#4: Conversion:

After engagement, we must measure conversion. Who did what we wanted them to do? From walking into a store and picking up an item to clicking through to the story or filling out a form. What tangible, measurable, impactful thing did the audience do next that advances the business?


At youzz we have automated all processes so you can access a dedicated dashboard with all the KPI’s for your campaigns, available and updated 24/7.

With more than 500 projects developed over the last years, youzz has a community of more than 500 000 influencers (youzzers) opted in (who volunteer to participate in the community) in over 25 countries with a combined reach of more than 750 million people. It is a powerful “consumer media network” in which you can, in an automated manner, build relationships, interact with influencers within your industry and measure the results.

For great results, email us here

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Nelson Patrício

He dreamt of becoming a judge but quickly changed his mind, due to his passion and loyalty to marketing. Grew up in the Adwords, SEM, SEO neighbourhood and was there for the beginning of creative digital content. Still prefers a good story-doing over storytelling. In 13 years of work, he has embraced several brands and projects of management and marketing, both within agencies and the client side. His ambitions are to one day to have a home-office on an Island ... Somewhere in the Pacific.

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