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Eleven most important Influencer marketing KPIs that you should know in 2022

I like to write about influencer marketing and topics related to social media and internet.

If you are making use influencer marketing to generate leads for your business then this article is for you. Apart from that people who are not using influencer marketing to generate leads for their business would also benefit by reading this article.

Using influencers to increase brand awareness, engagement, and revenue is a promising strategy for businesses of all sizes.

A question comes in the mind that is it possible to monitor the progress of your campaigns in order to determine whether or not they are successful?

The Answer is Yes. Your campaign's success is measured by the indicators known as KPIs or key performance indicators, which tell you exactly where your campaign stands in relation to your goals and objectives. You can use relevant data to keep your team and clients updated on the status of your campaign.

What is the Importance of Influencer Marketing KPIs?

In 2022, influencer marketing fraud remains a problem.

However, in 2020, the average percentage of influencers who were involved in the fraud was about 55.39%.

These influencers frequently employ the usage of false followers, likes, comments, or shares to enhance their reputation.

It's easy to fall prey to influencer fraud if you don't do your homework before collaborating with an influencer.

Before contacting an influencer, take the time to thoroughly vet them and determine whether or not they are a good fit for your campaign's objectives.

After launching your campaign, you'll want to monitor its progress to determine if you're on track to meet your goals.

Influencer marketing KPIs come in handy during this time period. Your campaign's performance can be gauged using these indicators.

KPIs are essential for any marketing campaign, but they are especially important for influencer marketing. This is because of the high cost of working with influencers. Companies need to be able to show a return on investment in order to justify these costs.

Setting clear KPIs from the start will help you measure the success of your influencer marketing campaign and ensure that it is delivering ROI. Without KPIs in place, it can be difficult to assess whether an influencer is truly adding value to your business or not.

There are a few key things to keep in mind when creating KPIs for an influencer marketing campaign. The first is to make sure that the KPIs are specific and measurable. Without these two elements, it will be difficult to track progress and determine whether or not the campaign is successful. Second, influencer marketing KPIs should be aligned with the overall goals of the marketing campaign. This means that they should be designed to help achieve the desired results, whether that is increased brand awareness, more sales, or something else entirely.

Finally, it is important to create KPIs that can be tracked over time. This way, you can see how your campaign evolves and adapt your strategy accordingly. By tracking KPIs from previous campaigns, you can also learn what works and what doesn't so that you can improve your chances of success in the future.

Most Important Influencer Marketing KPIs

If you're planning an influencer marketing campaign, you'll want to keep track of these key performance metrics.

For simplicity's sake, KPIs are grouped under the campaign's shared aims of awareness, engagement, and Revenue Generation. Depending on the campaign's objectives, the KPIs you pick to monitor will vary from campaign to campaign.

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Brand Awareness

1. Impressions

Impressions tell you how many times a piece of content from one of your influencers was viewed.

By comparing the number of people who visited the campaign material more than once with the campaign reach, you can see how well the campaign reinforces your brand awareness.

2. Audience Growth

Brand recognition is the goal of marketing. As a result, "crowd growth" should be a key performance indicator.

You can see how many mutual followers you've obtained over the campaign period by visiting the profiles of the influencers you've collaborated with.

Want to increase the number of people who know about your brand because of your influencer marketing efforts?

During the campaign, be sure to interact with your target audience.

Using your brand's profile to respond to comments on an influencer's post counts as this tactic.

If you want to display your brand's personality and that you care about your customers, you need to get involved in the dialogues taking place.

3. Reach

This metric informs you how many unique people you've reached with your campaign. You can see how many people have seen your campaign content by looking at Reach.


Identifying which of your influencers is attracting the most attention is difficult.

Here is a list of some typical metrics that you can use to track your progress.

Look at that.

1. Likes, Shares, Comments, Saves

If you want to know how popular your influencer's post is, you can use simple KPIs like likes, shares, comments, and saves (on Instagram).

Vanity metrics, such as likes, may not be as important as previously thought.

In terms of comments, you may dig into the specifics by seeing whether they are generating meaningful interaction in the form of new conversations about your company.

Your influencer marketing campaign is all about the dialogues taking place in the comments section of your influencer's postings.

They're not going away, so don't ignore them!

Maintaining a presence on social media is as important for your brand as responding to a customer service email would be.

It is, nevertheless, essential to keep track of all engagements in order to gain an understanding of your cost per engagement and engagement rate.

2. User-Generated Content (UGC)

User-generated content (UGC) is the stuff that social media users create about your brand.

Influencers paid to create user-generated content (UGC) for a campaign might inspire their audience to create their own content, which can be both paid and organic.

Organic user-generated content (UGC) expands your influencer campaign's audience reach and engagement by bringing in new, unpaid visitors and organic traffic. You want to keep track of any campaign-related user-generated content (UGC) created by influencers so that you can utilize it in other marketing campaigns, assuming you have the required licensing rights.

For additional engagement, you may use this content by posting it on other social media platforms, including your website, as well as in your social media ads and more.

What's the best thing about user-generated content?

Even when the influencer campaign is complete, your audience will continue to generate UGC, which will help you increase engagement.

3. CTR

If you look at the click-through rate, you can see how many people actually clicked on the promoted URL versus how many times it was viewed in total.

The influencer's ability to connect with their audience and persuade them to click on your website's URL is reflected in this metric. The more references you get, the better off you will be.

When a CTR is low, it suggests that the CTA was not as successful.

Because of this, the campaign may not generate a large amount of referral traffic to your website and move your audience farther down the sales funnel.

We utilize CTR as a key performance indicator for our influencer marketing since it reflects how well your influencer material is converting visitors into customers.

4.Referral Traffic

Relevance to conversion rate optimization (CTR) drives this influencer marketing KPI.

Counts the number of people who came to your site after clicking on the link provided in the influencer campaign.

It's possible to track referrals using Google Analytics and UTM parameters on each link.

Using this, you can see how different content and platforms impact your campaign's overall performance.

As a result, referral traffic is critical to the success of your lead-generating activities.

For example, Cover Three Supplements collaborated with influencers to generate leads.

With a planned micro-influencer campaign, they were able to garner over 2.5k link clicks in just three months.

5.Brand mentions

Even though your influencer campaign may have generated many comments and conversations about your brand, you need a mechanism to quantify these interactions, and brand mentions may help you do just that,

Monitoring the frequency with which your brand was mentioned in posts, Stories, comments, and Reels will give you a decent notion of how much interest your brand has sparked.

As an added benefit, you'll be able to see whose accounts are making disparaging remarks about you.

It doesn't matter if your audience is praising or criticizing your work; it's all useful information.

Your future campaigns may benefit from some of these people as well!


In the end, what is the point of all this publicity and interaction if it doesn't finally lead to more sales?

1.Lead Generation

Ultimately, you want to increase your leads and sales through influencer campaigns.

You want your campaign audience to give you their contact information so that you can generate additional leads.

Driving them to your landing page and collecting their contact information, downloading your app, or asking them to fill out a form are all ways in which you might capture their information.

Lead generation can be improved by increasing your click-through rate (CTR) and traffic from referral sources.

A number of TikTok and YouTube influencers have teamed with TP-Link to get hyped to help generate leads.

As a result of the campaign, 18,601 potential customers were found.

The results of this campaign are what we call a success!


A KPI that measures the effectiveness of your influencer marketing campaign is the number of sales that can be traced back to your influencer marketing efforts.

You can track sales produced by your influencers by providing them with personalized promo codes or custom URLs.

If you want to know how the campaign is affecting your bottom line, you need to track this KPI.

3.Revenue generated

This key performance indicator (KPI) is similar to the sales KPI in that it displays the revenue generated by your influencer campaign. It's an easy-to-understand statistic for calculating return on investment.

Divide the revenue earned by the campaign's cost by 100 to arrive at the ROI.

However, this isn't the only approach to figure out your return on investment.

The campaign's return on investment (ROI) can be calculated by calculating the earned media value (EMV) for engagement and brand recognition targets.

To help you achieve success in your influencer marketing campaigns you need to contact an influencer marketing agency.They will help you scale up your campaigns and help you achieve desired results.

This content is accurate and true to the best of the author’s knowledge and is not meant to substitute for formal and individualized advice from a qualified professional.

© 2022 Vishaka Harare

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