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From Reach to ROI: Essential KPIs for Influencer Marketing in the Philippines

May 03, 2023

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Influencer marketing has been an important component of brand marketing tactics in the Philippines in recent years. With the rise of social media platforms, marketers are turning to influencers to help them reach their target audiences more effectively. However, clear Key Performance Indicators (KPIs) must be established and accurately measured to ensure the success of an influencer marketing campaign.

KPIs are quantifiable metrics that help brands evaluate the success of their influencer marketing campaigns. They enable brands to determine whether they are achieving their desired outcomes and make data-driven decisions to improve their strategies. In this post, we will discuss the significance of KPIs in influencer marketing in the Philippines, as well as the many ways for establishing and monitoring them. 

What are influencer marketing KPIs?

Influencer marketing has grown in popularity as a method for firms seeking to raise brand recognition, engage their target audience, and drive sales. But how do you evaluate the success of your influencer marketing campaigns? That’s where KPIs come in.

KPIs, or Key Performance Indicators, are numerical measures used to assess the performance of a marketing campaign. KPIs are simply a strategy for quantifying your marketing efforts, allowing you to determine whether your campaign is meeting your objectives and achieving the expected results.

Some frequent KPIs in the context of influencer marketing are engagement rate, reach, conversions, and ROI. Engagement rate measures how much your audience interacts with your content, while reach measures how many people see it. Conversions are the amount of people who take action as a result of your campaign, such as completing a purchase or signing up for a newsletter. And ROI, or Return on Investment, measures the financial benefit you’ve gained from your influencer marketing efforts.

By tracking these KPIs, you can gain insights into the effectiveness of your influencer marketing campaigns, allowing you to optimize your strategy and improve your results. Whether you’re running a small business in the Philippines or managing a large marketing campaign, tracking KPIs is essential for achieving marketing success.

Importance of KPIs

KPIs allow businesses in the Philippines to set specific, measurable goals that are aligned with their overall strategy. For example, if you want to increase sales, setting a specific KPI like a 10% increase in monthly revenue can help you focus your efforts and track your progress over time.

By tracking KPIs, you can gain insights into your business’s performance and identify areas for improvement. If you’re not meeting your KPIs, you can analyze the reasons why and adjust your strategy accordingly, helping you to stay on track and achieve your goals. KPIs are also useful for keeping your team focused and motivated. 

Key points when setting KPIs

If you’re looking to set effective KPIs for your business in the Philippines, you should keep a few key points in mind. One useful framework for setting KPIs is the SMART method.

SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound. 

  • Specific: Your KPIs should be precise and well-defined so that everyone on your team understands what you’re aiming for. This keeps everyone on the same page and focused on the same goals.
  • Measurable: Your KPIs should be quantifiable, which means you should be able to measure progress over time and know when you’ve met your target. This allows you to remain on track and make any modifications.
  • Achievable: Your KPIs should be achievable, meaning that they are realistic and everyone on your team can visualize the path to achieving the goal. This helps to keep your team motivated and engaged.
  • Relevant: Your KPIs should be relevant to the project or initiative you’re working on, so everyone understands how their work contributes to the bigger picture. This helps to keep everyone aligned and focused on the same goals.
  • Time-bound: Your KPIs should have a deadline or time frame attached to them, so everyone knows what needs to be done and by when. This helps to increase accountability and improve your chances of success.

By keeping these SMART criteria in mind when setting your KPIs, you can ensure that your goals are clear, achievable, and aligned with your overall business strategy. This can help to drive growth, increase productivity, and achieve long-term success.

Setting KPIs by the purpose of measures

When it comes to influencer marketing, relying on likes and followers may not always yield the desired results. That’s why setting Key Performance Indicators (KPIs) for influencer marketing campaigns is crucial.

To establish effective KPIs, it’s important to divide them based on their intended purpose. Let’s look at four types of KPIs that businesses can set for influencer marketing campaigns.

  • Recognition Acquisition

If you want to raise brand awareness or promote an event, the KPIs for this purpose should focus on how widely your content is disseminated. You can measure the number of post impressions, the reach, the shares, and the video plays. Influencers with a large following can help achieve these KPIs.

  • Increased Interest

For influencer marketing aimed at boosting consumer interest, focus on reactions from users. Twitter Follow & Retweet campaigns and TikTok hashtag challenges are great examples of social media campaigns.

  • Increased Willingness to Purchase

To increase the willingness to purchase, set KPIs that target specific audiences. Consider the number of registrations, as well as the cost per sale. When selecting influencers, it’s important to choose those who have a good connection with their followers.

  • Branding

Set KPIs for attaining topicality in word-of-mouth advertising. It is more successful if a relevant theme is introduced alongside the product. Collaboration with industry leaders who have a big impact can assist boost success. Keep in mind, however, that an influencer’s statements may result in unfavorable press, so pick influencers with caution.

Measuring the effectiveness of KPIs

Setting KPIs is essential, but measuring their effectiveness is just as crucial. Without understanding how the numerical values change toward achieving your goals, setting KPIs becomes meaningless. To help you measure the effect of KPIs, we’ve listed some tips below.

  • Use analysis tools provided by social networks

Each social network has its analytics tool, such as Instagram Insights for Instagram, Twitter official analytics for Twitter, and YouTube Analytics for YouTube. For instance, you can find out which content gets more “likes,” whether you’re getting views from outside your followers, and whether people are watching your videos until the end.

  • Utilize social listening tools

Social listening tools allow you to analyze the results of measures for content posted on SNS. You can analyze posted content, such as keywords, videos, photos, comments, and poster information. These informational data are crucial in influencer marketing, as they help you collect information in the market, such as how much your company’s products are talked about on SNS, posting photos and videos, etc. So, make sure to use not only SNS analysis tools but also social listening tools to analyze the effects of your KPIs.

Final PopStar Tip:

In conclusion, influencer marketing has become a significant component of brand marketing strategies in the Philippines in recent years. However, clear KPIs must be established and monitored accurately to ensure the success of an influencer marketing campaign. KPIs are crucial for businesses to set specific, measurable goals that are aligned with their overall strategy.

By tracking KPIs, businesses can gain insights into the effectiveness of their influencer marketing campaigns and identify areas for improvement. When setting KPIs, businesses should keep the SMART framework in mind and divide KPIs based on their intended purpose. By doing so, businesses can achieve long-term success and drive growth.

Send us a message or contact our Team at contact@pop-star.me for more information on how PopStar can help you in your influencer marketing here in the Philippines.