6 pre-campaign metrics most used by influencer marketers

Brands are increasingly collaborating with social media influencers to produce, distribute, and promote sponsored content, with Google searches for “influencer marketing” increasing by over 100% in the last year. CampaignDeus was born out of the need to help both influencers and brands better understand the data behind their campaigns together, with a mission to improve transparency and performance across the industry. In a world where 70% of teenagers say they trust YouTubers’ recommendations over traditional celebrity endorsements, influencer marketing has become its own category in marketing budgets.

Our firm belief is when proper measurement of campaign data is made available to marketers, they can better understand which influencers are having the strongest impact for their brand, and exactly how they are engaging their audiences.

Measurement in the influencer space can be broken into two phases: pre- and post-campaign. This is the first of a 3-part series focused on measurement and breaking down the most common metrics brands collect in each phase, progressing onto our recommendations for what savvy brands and influencers should be measuring. Today, we’ll cover basic pre-campaign measurements, with a focus on YouTube & Instagram.

Read the full 3-part series on influencer marketing measurement:

The six most important measurement criteria:

1. Follower Count

How many people have subscribed or followed the influencer’s account

How do I find it?

Influencer accounts are public, so you can find this information on their profile. For YouTube, this is the number of Subscribers; on Instagram, the word Followers is used at the top of a profile. 


What should I look for?

Influencers tend to price themselves predominantly on their follower count (despite this being a very crude measure) - prices tend to jump quite sharply once an influencer reaches the 100k, 500k and 1m followers mark.

2. Impressions

The total number of times content has been seen. This number tends to be lower than the follower number as not every follower necessarily gets served the influencer’s post. It can be higher if a post is amplified by followers sharing the content or content aggregators (e.g. Unilad) or even the platform (YouTube) featuring the content in one of their curated verticals

How do I find it?

This is not public information so influencers will have to provide this upon request. For YouTube creators, the closest public metric will tend to be total views. You can find this by looking at any individual video. Instagram provides influencers access to to Impressions if they convert their account to a Business account, which would have to be requested.

What should I look for?

For a marketer, it is important to get an idea of how many impressions an influencer averages per post to get an idea of the type of performance they might generate for your brand.

3. Engagement Rate

Includes likes, comments, saves (on Instagram), additionally shares on YouTube - all of which can amplify the audience for you. The exact definition of engagement rates tend to vary but should be a reflection of an influencer’s overall engagement against their relative reach.

How do I find it?

Again, some of the engagements are available by looking at each influencer’s posts (e.g. likes, comments), others you have to request from the influencer (e.g. saves, shares).


What should I look for?

General industry practice is that an influencer’s engagement rate be measured over a minimum of 7 posts, with more increasing the accuracy. The average engagement rate on Instagram is 2%, however this varies dramatically depending on vertical, type of account and size of account. Larger influencer accounts have been proven over and over to have a lower engagement rate than micro influencers (1k-100k followers), as consumers feel more of a personal connection with them and trust their authenticity. An average engagement rate of 3%-10% is what you should be aiming for with influencers.

4. Demographics

Most social networks now breakdown each influencer’s demographics, ranging from gender to age to geography

How do I find it? 

On YouTube, every influencer has access to this information very freely through their Analytics and, as above, on Instagram, they can access demo data by ensuring their profile is set up as a Business account. There are subscription services that will provide the information for a fee (accuracy tends to vary), or you can request the information directly from an influencer or their agency.


What should I look for?

It might seem very obvious but make sure that any influencers you hire for a campaign actually match the demo you are targeting. There is really little reason why a UK-focused brand should work with an influencer whose audience is 90% based in Turkey – yet, this is something we come across all the time! Unsurprisingly, it generates less than stellar results. An influencer’s current location does not instantly mean that is their biggest demo.

5. Aesthetic and tone

This features heavily in a brand’s decision to work with any influencer, particularly in verticals (e.g. fashion) where it’s important for a brand to align themselves with influencers that match their own specific look / values

How do I find it?

Easily - just by watching as much of their content as you can.

What should I look for?

Look for any influencers that have tagged your brand in any of their posts, who are already brand advocates. For new brands, you may want to search categories in your vertical, or hashtags within your category. A key theme to look out for these days is to make sure the influencer is brand safe - that they haven’t said anything in the past which might conflict with your brand’s values.

6. Previous branded campaigns

To ascertain if there’s a fit with what the brand is hoping to achieve, or conversely perhaps a clash with their own brand

How do I find it?

Unfortunately, this can be a bit hard to find, short of manually going through every post the influencer has put up. The CampaignDeus database identifies which influencer posts are brand sponsored and tracks how performance varies across verticals. Get in touch for more details!

What should I look for?

If an influencer has just told his audience that Mercedes is the best car company ever, does it make sense for him/her to work with BMW? If the influencer has done some posts outside of their vertical (e.g. a beauty blogger promoting a watch), did that go well?

The above are the basics of what a marketer should be looking into before they make a decision to work with an influencer. Our next post in this series will explore post-campaign reporting in more detail and provide tips on what’s important for a brand to be looking for.

Let us know if you have any questions. The more questions you ask, the more focused your future campaigns will become.