Updated Weekly: My Suggested KPIs For Evaluating SMI (Social Media Influencers)

Updated Weekly: My Recommended Influencer KPIs. How to Evaluate SMI (Social Media Influencers)

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Assuming that you choose to work only with SMI (social media influencers) who are relevant to what you do, here my recommended influencer KPIs that you can use to evaluate them:

KPI 1: Content Creation

How Good is the Content I Can Expect to Get From Influencers?
How Good is the Content I Can Expect to Get From Influencers? Source: https://www.dearmishudad.com/content-expect-influencers-hire/

Do they produce original, non-intrusive, unique-point-of-view content for you? One of the most amazing deliverables you can get from Macro and Micro-influencers is the content they create for you. It should be different than what your internal team produces, yet be content you can reuse in your storefront, TV ads, brochures, social media, etc.

If you hire an Influencer with amazing content, you can then reuse that content everywhhhheereee – not only your website but storefront, catalogs, posters, conferences, TV ads...    And so, if you want to go that route – investigate content that the Influencer posted on other places besides their social.
If you hire an Influencer with amazing content, you can then reuse that content everywhhhheereee – not only your website but storefront, catalogs, posters, conferences, TV ads…    And so, if you want to go that route – investigate content that the Influencer posted on other places besides their social.
Example of an influencer unique content that brings a lot of dialog
Example of an influencer unique content that brings a lot of dialog
Content received from influencers -Reuse, Remarket, Repurpose
Content received from influencers -Reuse, Remarket, Repurpose

No 1 #KPI we check with #SocialMediaInfluencer is: how original, beautiful, unique-point-of-view the content they deliver is, and whether we can reuse it elsewhere besides social channels

KPI 2: Tagging is an Influencer KPI that I Suggest You Track

Tagging is the Most Overlooked Metric to Measure Influencer Performance

Next in my recommended infuencer KIPs is tagging. Tagging is one of the most under the radar KPIs, for some reason. Tagging refers to the way one “tags” other accounts in the comment area on a post. The more tagging, the more people invite friends that might find your brand relevant. It’s pure word-of-mouth activity, by the users themselves, generated from excellent messaging by the SMI.

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Read here for more details and some examples.

tagging as KPI
Tagging example

KPI 3: Reshares are Good Influencer KPIs

resharing as influencer kpi
11 reshares

How many followers have shared the content on the social platform it is posted on? (For example, retweets on Twitter).

Bookmarking (1), Sending (2), Commenting (3) and Liking (4), as Instagram KPIs:

KPI 4: Bookmarks are Key Recommended Influencer KPIs

bookmarked 8 times

On Instagram and other platforms there is a way to measure how many people have bookmarked your posts. Doing so shows that the post was important for people, that it touched hearts, or that the SMI connected so successfully that the followers want to keep it (forever?) …

KPI 5: Sending To Friends

Sending To Friends as KPI
This purple circled button is Instagram’s “send to friend” feature. It can be found on every post nowadays.

One of the more important recommended influencer KPIs: This feature should now be available on all social apps – if you like someone’s post, you can hit a button to share that post with friends, whether one friend or a group.

KPI 5: Comments

Commenting as KPI
My Dear Mishu gets great comments on her advice Instagram community

It’s so important that an SMI creates a conversation about what you – the brand – does, your story, your message. To see if they can manage to do that, go to the comments area on their Instagram/Facebook/Linkedin/TikTok, etc. posts and check how good the conversation is. But do not use the current engagement formula (total interactions divided by reach) – that formula does not bring consistent results.

KPI 7: Influencer Followers

Before you'll collect new followers, few words of advice and warnings...

People follow someone because they trust them, and they are interested in becoming their community members. Once you hire an SMI, it could be great if they are able to transfer some of that trust to you, the brand that hired them. This can be quantified by looking at the new followers you’ve gotten during the SMI campaign. This is one of the easier to implement recommended influencer KPIs.

I'm waiting for an Influencer to have 50k followers
No need to wait for an influencer who has 50k followers…
 Brands still see quantity of followers as an important factor for hiring...
Brands still see quantity of followers as an important factor for hiring…

KPI 8: Brand Mentioned

Quantify how many times your brand was mentioned during, and as a result of, the SMI’s endorsement. This includes campaign hashtag usage. And – if some of those new followers end up representing or defending you somewhere online (such as in a Facebook group about one of your products), then that’s a special bonus point for that SMI!

Hashtags bring traffic to influencers
Hashtags bring traffic from the influencer. Source: https://www.instagram.com/dearmishu/

[bctt tweet=”If someone defends your brand in a public forum, as a result of an influencer campaign, that’s a special bonus for that influencer! #KPI #Influencer #Measurement” prompt=”If you found this useful, share this”]

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KPI 9: Editorial Mentioned

You might see this when working with SMI who are experts in their trade, also called KOL (Key Opinion Leaders). For example, Jon the SMI is quoted by Wired Magazine saying that xyz’s new VPN solution is powerful. When an SMI talks abut you, and this is captured/mentioned by the media, that is huge! This is also one of the recommended influencer KPIs that is not difficult to track.

Get an influencer who is an expert in the field to recommend your product: Customers are more likely to believe in a product when it is recommended by someone an expert!
Get an influencer who is an expert in the field to recommend your product: Customers are more likely to believe in a product when it is recommended by someone an expert!

KPI 10: Total Links are Recommended Influencer KPIs that can easily be tracked.

Quantify the number of links that the SMI linked to you. This can be very valuable because SEO is a lot about authoritative, social-proven links to your website, and that’s exactly what we are talking about here.

KPI 11: Impressions & Views

impressions as KPIs

How many times the post was seen.

YouTube 384,198 views - Great KPI achievement

KPI 12: Video Watch Time

KPI 12: YouTube Video Watch Time

How many minutes of the video created have been viewed.

KPI 13: Meaningful Installs are Good Influencer KPIs

Meaningful Installs as influencer KPI
Meaningful Installs as influencer KPI

Some know this KPI as “pay per install”, of (iOS/Android) apps.

KPI 14: Clicks Provide Simple Influencer KPIs

How many people clicked on the links in the post.

KPI 15: Email list registration

Email list registration
Email list registration as influencer KPI

Success in sending followers to sign up for your email list can be a KPI. Just make sure the page loads fast, provides a compelling reason to sign up, and doesn’t look too different than the social media platform they are coming from. Note: Handle with care and keep your expectations reasonable.

Email List Registration

Number of people that registered your mailing list.

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BTW:

The modern “mailing lists” are your social media assets.
The modern “mailing lists” are your social media assets.

KPI 16: Reach is one of the most basic Recommended Influencer KPIs

Number of followers (minus fake followers, mind you) the SMI has. Notice that this is the last KPI listed, rather than the first, as in some approaches.

Not everything that can be counted counts... #KPI
Not everything that can be counted counts….

Lmk your questions. Come back again to this blog post, as I update the KPI list often — as you know, social media moves really fast and there are new innovations and possible KPIs developing weekly…!

Related: Key Metrics for Measuring the Impact of Influencer Marketing and KPIs

Suggested Influencer KPIs - DearMishuDad  Source (updated often): https://www.dearmishudad.com/kpi
Suggested Influencer KPIs – DearMishuDad Source (updated often): https://www.dearmishudad.com/kpi
KPI for Influencers: instant "moving the social media needle" NOT instant sales
An influencer’s most immediate KPI is whether you can acquire the influencer’s followers. That means moving the needle in terms of followers or engagement with your social media account, which is the new modern mailing list.

Related:

If It Can’t Be Transactional, Then What Am I Getting from Influencer Marketing at All?





Sincerely yours,

Dear Mishu's Dad

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SMI* = Social Media Influencers


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DearMishuDad

I am the creator of Dear Mishu, a dog character that gives underdog advice to humans on social media. I originally built the account to learn about influencers and how they work. Over time, the account grew and Dear Mishu became a real social media influencer with a community of followers who ask her for advice. I use this experience and my 20 years of marketing experience to help brands understand how to reach their goals through Influencer Marketing and Social media branding.