You are already using social media optimisation services as content is regularly added to your social media profiles and website, and you are tracking and capitalising on traffic and visitor trends. Yet, you want to grow your exposure even further and are, therefore, considering using influencers to promote your product or service. But, how do you measure the success of an influencer? Especially now that Instagram is hiding ‘like’ counts from everyone except the account holder?
Instagram decided to hide the ‘like’ counts because they wanted to create a more welcoming environment where users feel comfortable expressing themselves. They are already hiding ‘likes’ in Australia, Brazil, Canada, Italy, Japan, New Zealand and the United States, with South Africa no doubt on a future list. Here are 3 ways to measure influencer success on Instagram, without the ‘likes’:
Measure Influencer Success With Verified Content Views
Very few followers actually see the latest social post of any particular influencer, no matter what time of day the content is shared. To establish a credible measurement strategy that will overcome current and future platform changes, you should build your influencer plan around verified influencer content views.
Measure Influencer Success With Meaningful Engagement
‘Simple’ engagement will continue to be a measurement method as agencies, their clients and influencers have attributed value to this method for years. But you want meaningful engagements where comments are thoughtful and relevant, allowing followers to genuinely engage. To achieve meaningful engagement, the quality of your content is important.
Measure Influencer Success With Sales Conversion
The best measure of influencer success is traceable sales conversion. The ability to directly drive sales and make direct attribution to influencer content is becoming routine as social referral to eCommerce sites has risen extensively. Social media platform add-to-cart capabilities is just one of the ways to measure the connection between content and conversion.