Measuring Influencer Marketing: A Guide for Marketers - eMarketer
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Measuring Influencer Marketing: A Guide for Marketers

eMarketer Report

By: eMarketer

Published: January 31, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

As influencer marketing grows in importance, its measurement is coming to the forefront. But what should marketers look for when choosing influencers, and which measurement strategies will help them best determine the return on investment (ROI)?

  • Marketers are very intrigued by influencer marketing, but prices keep rising and the landscape is getting more crowded (and complicated). Meanwhile, measurement capabilities are lagging behind other forms of marketing. This will threaten future growth.
  • Measurement starts with evaluating which influencers to work with. Best practices include looking beyond the size of an influencer’s audience, matching the influencer’s audience to your target audience and gauging the audience’s receptivity to branded content.
  • Once influencer campaigns are underway, basic strategies for measuring include applying techniques learned from social media, looking beyond vanity metrics and measuring influencers like paid media.
  • Advanced measurement strategies include partnering with social platforms, using a landing page or trackable link and correlating influencer activity to brand metrics.
  • Expert strategies include tying metrics to specific influencer activities, using a cost-per-click or cost-per-engagement payment model and tying back to actual sales.
  • The wish list for additional metrics includes things like better attribution, more insight into who clicks or views branded influencer content and more data from influencers themselves.

"Four out of five US marketers want measurement of influencer marketing ROI to improve."

Table of Contents

Six Reasons Why Measurement Is Important

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Before You Start: Evaluating Influencers

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Influencer Marketing in Action: Measure the Right Things

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A Wish List for Influencer Marketing Measurement

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9 charts are included in the full report:

Measuring Influencer Marketing: A Guide for Marketers

Aspects of Influencer Marketing that US Marketers Would Like to See Improved*, Aug 2016 (% of respondents)

Six Reasons Why Measurement Is Important

Expected Change in Their Company's Influencer Marketing Budget in 2017 According to US Marketers (% of respondents)

US Influencers' Leading Factors in Determining How Much to Charge When Working with a Brand, Nov 2016 (% of respondents)

Social Media Platforms on Which US Marketers Seek Influencers, Aug 2016 (% of respondents)

Challenges of Influencer Marketing in 2017 According to US Marketers (% of respondents)

Before You Start: Evaluating Influencers

Methods Used by UK/US* Beauty and Fashion Industry Marketing Professionals to Identify Influencers, Dec 2015 (% of respondents)

Influencer Marketing in Action: Measure the Right Things

Metrics Their Company Uses to Measure the Success of Influencer Marketing According to US Marketers, Nov 2016 (% of respondents)

Most Important Benchmarks for Measuring Influencer Marketing Success According to US* Marketers, April 2016 (scale of 1-10**)

US Influencers' Most Important Metrics for Measuring Success, Nov 2016 (% of respondents)