10 Reasons You Should Consider Marketing On TikTok

This is a guest post from Nivedita Panchal (InVideo).

One must be living under a rock if they’re unaware of what TikTok is. This video-sharing app initially rose to fame back in 2016 as a musical lip-syncing app by the name musical.ly. China made an app called Douyin that year and named the international version of that app TikTok in 2017.

Much of TikTok’s audiences followed musical.ly at that time, so China decided to merge it into TikTok in 2018. TikTok became insanely popular within a short amount of time. Now, with over 2.6 billion downloads and 1 billion active monthly users, it has surpassed Facebook, Twitter, Instagram, and other social networking platforms.

TikTok – The Future of Marketing

On TikTok, users upload funny and entertaining 15-60 second videos. The platform allows in-app editing and various filters, fun effects, music overlays, and integrates with other social media platforms.

Some of the popular content formats of TikTok include comedy skits, tutorials, lip-synching videos, dance videos, and more. You can optimize your videos on TikTok using the trending hashtags to make them discoverable. This app’s reach is better than most other social media platforms, which increases the chances of videos going viral. This platform is solely meant for the users to express their creativity to a marketing haven.

Since TikTok’s popularity is increasing each passing day, more and more brands consider this app an essential tool for marketing.

The following sections elaborate on the top benefits of marketing through TikTok and how a video editor can help you create catchy marketing campaigns using video.

10 Reasons Why Marketers Must Be on TikTok

It’s no longer unknown that the businesses that are not on TikTok are missing out on a lot. Here are the top 10 reasons why it’s a must for marketers to be on TikTok.

 1. TikTok For Business Makes Marketing Easy

There are countless benefits of using TikTok for Business to market your brand. With TikTok’s predominantly youthful demography, you can connect and engage with many young members of the audience.

TikTok for Business is an incredible all-in-one platform for advertisers. You can get everything you need to launch an impactful marketing campaign. Whether it is creating an ad or setting a budget, finding the best audience, or evaluating data, TikTok for Business lets you achieve everything you want from your video marketing campaign.

TikTok for Business enables brands to test their creative acumen while designing marketing campaigns. And, if you need help in creating authentic, eye-catchy ads, the e-learning center (Ads Manager) is all set to make you more informed.

2. Choose From a Wide Range of Ad Types

Another benefit of TikTok for Business is that it lets you create innovative advertisements that suit all marketing needs and make your brand popular with the masses. Using a TikTok for a business account, you can design branded challenges for users and invite them to participate. If the challenge is something out-of-the-box, it will have more chances of going viral on the platform, generating more publicity for your brand.

Here are the five types of ads you can put up on TikTok and drive traffic – top view ads, in-feed ads, hashtag challenges, brand takeovers, and branded effects.

3. Redefine Influencer Marketing

TikTok has emerged as a hotspot for influencer marketing. A recent study shows that influencers on TikTok have an engagement rate of 17.96%, while the same figures for Instagram and YouTube stand at 3.86% and 1.63%, respectively.

 Hence, roping an influencer to speak positively about your brand can have some serious benefits.

An influence may talk about your products or services in the video. They may also post your website link in the video description and motivate their followers to visit your website and/or purchase your products. 

4. Reach the Audience That Matters

In online marketing, finding the right audience is crucial. TikTok lets you reach the audience that matters the most for your brand. But, it is prudent to know that TikTok is not the best platform for getting an older audience.

Over 60% of users in TikTok are in the age group of 16 and 24; increase the maximum age to 34, and over 80% of users fit in. Hence, TikTok is the best platform for catching a young audience.

5. Create Content Like a Pro

TikTok mainly thrives on viral content. You need a strong theme or audience connection to make your brand super popular. All this can be easy when you use the best video editor. 

Top-class video editors, such as InVideo, lets you design a video in a format suitable for the platform you wish to upload to. So, Twitter videos look and feel a little different from YouTube videos. While YouTube videos might be informative and slow-paced, TikTok videos must be vivid and fast-paced. 

6 – Hashtags Infuse Life Into The Marketing Campaigns

Hashtags on TikTok help you reach an organic audience. Here is how you can frame a marketing strategy surrounding hashtags:

1. Find Trending Hashtags – You can locate these hashtags on the ‘Discover’ page. Find whether any hashtag fits your brand or Business or not and post with a trending hashtag.

 2. Look at the Influencers – Take some hints from the hashtags used by the influencers and copy them to test the effect.

 3. Use Standard Hashtags – Some hashtags, such as #viral, #love, etc., are generally popular. You may use these hashtags to check the impact.

7. The Focus is Back on Content

Unlike Instagram, TikTok is primarily content-driven. Content is crucial for marketing on TikTok. It can scale up your marketing output. 

TikTok users appreciate it if you do not make ads and focus more on entertaining people. Hence, you should ideally find what excites the viewers and choose the content that best matches their needs. Once your content has the elements of virality, it will rank up in the ‘For You’ page of users and make your brand more visible.

8. Your Creativity Gets The Right Recognition

TikTok is a perfect place to show your creativity and get recognized for being different. Design content that provokes discussion and sparks conversation.

If you can trigger off a trend, you will feel mesmerized by the user enthusiasm surrounding your content. And, the more they associate with your ad topic, the more publicity you will get.

9. Decode the Readymade Analytics to Gauge The Performance of Your Marketing Efforts

TikTok, like Facebook, Instagram, and YouTube, lets you evaluate the metrics and gauge the performance of your video ads. However, the ‘Analytics’ feature might be available exclusively to TikTok Pro account holders.

If you wonder how much the TikTok Pro account would cost, the good news is that it is absolutely free. You only need to activate the feature and see everything critical detail about the content, followers, and visibility.

10. Catch Trends Early and Define Them 

TikTok is an excellent place to identify the latest trends yet to be popular. TikTok’s algorithm makes it easy for anyone to spot the latest trends and create relevant content.

Another excellent thing about TikTok trends is that they are never static, meaning you will have fun creating the content and testing them to make your audience happy.

Conclusion

Now that you know the many benefits of marketing on TikTok, visit InVideo to scale up the video production process. InVideo lets you add fascinating sounds and images for free and catch the audience’s fancy for stellar outreach.

LinkedIn Marketing Guide – How to grow your business using LinkedIn

LinkedIn is the most popular professional social network. Each day, more than 30 million companies use LinkedIn for business while over 800 million professionals use it to make connections and share knowledge. 

Along with being a preeminent social network for hiring top talent, more and more businesses are using LinkedIn marketing to network, connect and sell to potential customers. LinkedIn for business gives direct access to customers, investors, prospective employees and leads. 

Both marketing and sales departments are using LinkedIn to attract and convert new business. While 80% of B2B leads come from LinkedIn, 96% of B2B marketers use LinkedIn to distribute content. These statistics highlight that you need a LinkedIn marketing plan. When used correctly, LinkedIn can be an effective marketing channel for B2B and B2C companies. 

In this guide we discuss:

  • What is LinkedIn marketing? 
  • Why invest in LinkedIn marketing? 
  • How to use LinkedIn for business? 11 Powerful tips to grow your business using LinkedIn 

What is LinkedIn marketing? 

Plainly put, LinkedIn marketing is the process of using LinkedIn to generate leads, make connections, improve brand awareness, foster professional relationships, share content and drive traffic to your website. 

LinkedIn marketing for business allows you to leverage useful features related to analytics, connections and brand building. 

Whether you are a small business, working in B2B or B2C, it is the right time to perfect your LinkedIn marketing strategy. 

Why invest in LinkedIn marketing? 

Here are some stats to convince you why LinkedIn marketing is worth your time and energy. 

  • There are 2.9 million groups on LinkedIn including industry and interest communities, alumni and college groups and professional associations 
  • For 92% of marketers, LinkedIn is the go-to place for finding quality content 
  • 58 million companies have built their brand communities on LinkedIn 
  • LinkedIn generated 2-5X higher return on ad spent in technology 
  • LinkedIn generated 7X incremental customer signups than display media in financial services 

How to use LinkedIn for business? 

The most important part of this guide is – how can businesses use LinkedIn? Here are the 11 powerful ways to use LinkedIn for business marketing. 

#1. Optimize your LinkedIn company page

Your page should offer multiple opportunities for prospective customers and employees to learn more about your brand, the team members and engage with relevant content. 

When creating a LinkedIn business page, most of the page-building process is straightforward. That said, take out time to focus on these three elements which greatly impact how viewers perceive your brand.

  • Visuals – The first things users see when they visit your LinkedIn company page are the logo and cover photo. To make a positive and memorable great impression, ensure that these visual elements are true to your brand. 

The same logo should be displayed on all your social media accounts and the cover image should have your brand colours, fonts and overall style. 

  • Tagline – The next element to focus on is your brand’s tagline. This is displayed prominently on your LinkedIn business page right below your logo and brand name. 

In a precise phrase or sentence describe what your company does.

  • Company description – Think of the company description as a long-tail brand bio to share what makes you different. Potential new followers who want to learn more about you will head to the “about” section to read this bio. 

Your brand values, mission and what you do can be included in short paragraphs here. 

Source: Keyhole’s LinkedIn company page 

Tip – Think of your target audience as you build the page. The right keywords and relevant images are more likely to draw engaged visitors. 

#2. Publish engaging content

The key to nailing your LinkedIn marketing strategy is to add value to your readers instead of creating sales-y promotional messages. In fact, as per CMI, marketers who put their audience’s informational needs at the forefront make up 88% of top performers in content marketing. 

Your LinkedIn business page should share and publish content that serves a purpose – be it to educate, inform, guide, or entertain your audience. If you are looking to cement your brand’s position as an industry leader, use your LinkedIn page to publish original or curated content. This improves your chances of getting the audience to engage with your posts and build a connection with your company. 

When someone engages with your post, chances are that it will show up in the feeds of their connections, further increasing your reach. 

Some LinkedIn content ideas are: 

  • Blog posts 
  • White papers 
  • Media coverage 
  • Announcing product launches or updates 
  • Sharing open positions and welcoming new employees 

Tip: Use the LinkedIn News feature to find out new content ideas or join trending conversations. 

#3. Share images and videos

A great way to grab your audience’s attention is by using videos and images to convey your message.

Your images can be customer testimonials, user feedback on features, infographics, client acquisition and partnership, introducing your employees, webinar and conference visuals, statistics and tips to use your product/service efficiently. 

For inspiration, here’s how Slack’s LinkedIn company page uses different types of images. 

Slack also uses video content in the form of short, animated videos to boost engagement. 

Source: Slack’s LinkedIn company page

Now you may be thinking, why use videos for your business’s LinkedIn marketing strategy? The answer is, videos see 5X more engagement on LinkedIn than other content types.

LinkedIn native videos autoplay when someone scrolls by, which is why it does a better job at catching the viewer’s attention. Adding to that, videos hosted on the platform are prioritized by LinkedIn’s algorithm. 

With LinkedIn becoming more of a visual-first platform, images and videos are likely to be prioritized on the newsfeed. 

Video content capture’s the viewer’s attention for longer – and the longer the user engages with your content, it is more likely that LinkedIn’s algorithm will showcase the content to a broader audience. 

#4. Boost the engagement with interactive features

LinkedIn offers interactive features like polls and reactions for brands to boost their engagement. 

For example, Bobbi Brown Cosmetic uses LinkedIn reactions to encourage conversations while introducing their products in a non-sales-y post. 

Source: Bobby Brown Cosmetics LinkedIn company page 

These features also enable you to understand your audience’s opinions. 

#5. Create showcase pages

An extension of your LinkedIn page, Showcase pages are designed to spotlight specific products, business units and initiatives. They are listed under the “Affiliate Pages” section on your main LinkedIn page. 

Source: Adobe’s business page 

As seen in Adobe’s example, the Showcase pages are used to market to a specific buyer persona and LinkedIn users can follow individual Showcase Pages without following the business. 

If you have multiple products, you can drill down into each buyer persona and keep the content interesting and personal. LinkedIn also provides dedicated analytics for each page. 

#6. Leverage LinkedIn groups

As social media usage shifts from simply broadcasting marketing messages to engaging with fans, closed communities such as LinkedIn groups might be the best way for a business to engage with the audience. 

Whatever your industry, role, or goal for joining LinkedIn groups, there is no shortage of curated recommendations for the best group. Look for groups that match your interests by searching for relevant titles, keywords and phrases. 

Some best practices for navigating LinkedIn groups: 

  • Find out groups where your ideal customers belong. Then, listen, observe and engage to maximize the potential for meaningful networking and social selling. 
  • Look for ways to contribute and assess how you can fit into the group’s community. 
  • Let your work speak for itself, avoid self-promotion or spam. 

Tip – Don’t limit yourself to joining only industry-related groups. If you’re trying to get into a new field or build relationships in a new region, alumni groups are also helpful. 

#7. Bring together your professional community with LinkedIn live and events

If your business is looking for new ways to bring your audience together in these times, LinkedIn has two tools for companies looking to bring their professional communities together: 

LinkedIn Live – This fastest-growing content type on LinkedIn drives 7X more reactions and 24X more comments than regular videos. 

LinkedIn Events – A virtual space where your LinkedIn community can come together in real-time. 

LinkedIn Live – Designed as a one-to-many broadcast. Here are some LinkedIn live ideas for inspiration. 

  • Fireside chat with your C-suite members 
  • Live stream a keynote or panel – the way Microsoft live-streamed CEO Satya Nadella’s keynote during #MSBuild 
  • Host an “AMA” – Ask me Anything session 
  • Interview an influencer your audience looks up to 
  • Unveil a new product 

LinkedIn Events 

Virtually hosted LinkedIn events offer a more targeted and interactive experience for participants. Some ideas for your next virtual event on LinkedIn are: 

  • A virtual career fair for recruiting talent 
  • Demo a new product or new features 
  • Repurposing top-performing content 
  • Insights and analysis from subject experts – Mailmodo – a free email marketing software to create and send interactive emails regularly hosts LinkedIn events around topics such as growth hacking emails for SaaS, how to get your first 1,000 newsletter subscribers and so on. 

#8. Humanize your brand

According to LinkedIn, over 87% of active and passive candidates are open to new job opportunities. Highlight your brand’s culture and values on your LinkedIn page. 

Showcase your employees. Seeing the faces of employees working behind the scenes can help build trust with prospective customers and employees. 

Amazon levels up its LinkedIn marketing strategy with testimonials from employees and their life stories. This is a great way to showcase your company culture and the values you stand for. 

Source: Amazon LinkedIn page

Tip – Encourage employees to share content, highlight accomplishments and get the word out about your brand. On one hand, your brand expands its reach while on the other hand, it is an opportunity for employees to flex their expertise as thought leaders.

#9. Engage with your audience using LinkedIn newsletters

Use newsletters on LinkedIn to regularly talk about professional topics. Consider it as your personal email list, built natively in LinkedIn. Other LinkedIn members can subscribe to your newsletter and they receive in-app and email notifications whenever your new piece is published, similar to email newsletters. 

Source: LinkedIn 

You can invite all your connections and followers to subscribe to your newsletter. The benefits of a LinkedIn newsletter include building and growing a regularly engaged audience, receiving feedback and comments from your readers and viewing analytics to gauge the performance of your content. 

#10. Experiment with new LinkedIn advertising formats

Many times, when you post from your LinkedIn page, you start to see some exciting reactions. Now, imagine the potential for even more engagement only if it could be shared with a bigger audience on the spot.

With this latest feature, you can easily “Boost” the performance of any organic post directly from your LinkedIn page. A little boost to time-sensitive or your most engaging content can quickly expand the reach to a broader audience. 

Further, you can maximize event attendance and measure the impact. To amplify your event promotion, LinkedIn has rolled out “Event Ads.” They appear right in the LinkedIn feed and highlight key event details such as date, time and how to join the virtual event to an entirely new and relevant audience. Viewers can even learn if a mutual connection is interested in attending. 

Marketers can get insights into the reach, engagement and firmographic makeup of event attendees with the new LinkedIn event analytics tool. 

Tip – Use the event ad to drive registrations to your LinkedIn Events. 

#11. Measure LinkedIn performance using analytics data

Don’t simply jump into LinkedIn marketing without some basic research. Otherwise, you may end up publishing hundreds of posts without any results and your efforts would go down the drain. 

Use LinkedIn’s native analytics to see how your posts are performing. Checking the performance data regularly shows whether your LinkedIn marketing strategy is successful or if there is any scope for improvement.

Also, Keyhole’s LinkedIn analytics gives an even better insight into your company page performance. Understand how your content is performing, the posts with maximum engagement and what your audience is looking for. 

Other features of Keyhole’s LinkedIn company page analytics are: 

  • Identify the industries your top followers belong to – so that you can create and curate content targeted to them. 
  • Compare all your account brands – Compare your LinkedIn page performance to the rest of the social networks to find where you’re receiving the maximum engagement. 
  • Analyze hashtags – Find out the hashtags that brought the maximum engagement and how often you should be using them. 

Growing your business with LinkedIn marketing 

This LinkedIn marketing guide for businesses helps you spruce up your digital marketing strategy. Whatever strategies you implement, remember to regularly check your LinkedIn analytics to know the engagement your posts generate.

10 Best LinkedIn Analytics Tools To Measure And Drive More Engagement

If your company uses LinkedIn for business, then tracking LinkedIn analytics would be an important part of your social media strategy. LinkedIn analytics tools allow marketers to track LinkedIn metrics and measure progress. 

Now you may wonder, why does it matter? 

When it comes to qualifying your LinkedIn marketing efforts, tracking LinkedIn analytics is essential. LinkedIn analytics tools provide the data you need to improve your LinkedIn ROI, impressions and reach your goals.  They evaluate how your daily efforts and campaign performance impact your LinkedIn company page by providing valuable insights. 

If you aren’t tracking your data, you’re simply guessing whether your company meets its goals. 

Plainly put, using LinkedIn analytics, you can say with certainty whether you have hit a new milestone such as audience growth, improved engagement, or conversions. 

In this article, we cover the 10 best LinkedIn analytics tools to increase your conversions, measure and drive more engagement and maximize your ROI. 

#1. Keyhole

Keyhole’s LinkedIn analytics tool helps understand how your content is performing, which posts have the most engagement and find new audience insights. This LinkedIn engagement tool gives detailed insights that help you nail the goal of growing your company page’s LinkedIn presence. 

Features: 

  • Identify top posts instantly – Understand how your company page is performing, the posts which are getting more traction and the engagement being generated along with recommendations to increase engagement. 
  • Identify top follower industries – This helps curate content targeted to specific industries. 
  • Compare the performance of your brand accounts on other platforms – To find where you’re receiving the most engagement (views, likes and clicks), compare the performance of different social networks. 
  • Find follower company sizes – Based on the follower demographics such as company size, you can create content specifically for SMBs or enterprises. 
  • Analyze hashtags that brought you the most followers – Determine which hashtags fared well, the ones the audience disliked and how often you should use them on your posts. 

Pricing: Customized. 

#2. SocialPilot

The LinkedIn analytics tool SocialPilot presents a comprehensive evaluation of your LinkedIn engagement. Their dashboard has features for easy collaboration, reporting, publishing, and white labeling – to improve your company’s LinkedIn presence. Pricing plans cover all types of businesses ranging from single-user accounts, business owners to enterprises and agencies. 

Key features:

  • Measure your engagement trends – The LinkedIn management tool lets you find out the likes and comments your posts received. Analyze and measure the total engagement on your company page for posts in a selected time frame. 
  • Monitor the reach of your posts – You’ve invested in creating content for your LinkedIn page followers, you need to know how well your post worked in terms of impressions. Monitor the type of posts, day and time when you had the maximum reach. 
  • LinkedIn company page overview – Get a complete overview of your LinkedIn company page and the key metrics including followers, engagement and click growth among many others. You can even analyze the growth by selecting a specific time frame. 

Pricing: Four-tiered pricing starting from $25.5/month. 

#3. Socialinsider

Socialinsider helps consumer brands and digital agencies track LinkedIn company page KPIs which are important for a business’s success. Analyzing key metrics including shares, likes, clicks, comments and impressions helps your brand develop a better LinkedIn content strategy. 

Key features:

  • Uncover relevant LinkedIn insights about your audience – Discovering crucial LinkedIn audience insights will help boost your company page performance. Understand where followers come from, the times when they are viewing your posts and the type of content that resonates with them.
  • Export LinkedIn analytics data – Simplify your LinkedIn reporting process, customize reports with your logo and brand colors and export LinkedIn reports in EXCEL, PDF, or PPT to share with clients. 

Pricing: Three-tiered pricing starting from $83/month. 

#4. Whatagraph

Whatagraph’s LinkedIn engagement tool is a user-friendly platform wherein you can personalize reports with your brand’s color scheme and logo. The tool is known to brilliantly visualize data and offers a comprehensive overview of top-class metrics for your LinkedIn company page. 

Features: 

  • Cross channel reporting – Blend data from multiple accounts, channels and campaigns to present a clear performance report to your client. 
  • Automated report delivery – Schedule and deliver reports to your clients at a selected frequency. Your client can access the report anytime. 
  • Pre-made templates – They are ready-to-go templates where you can remove, edit or add pre-made widgets to create marketing performance reports in minutes. Pre-defined templates can be used to include specific data and show growth over a specific period. Monitor performance, share data and keep everyone in the loop with this LinkedIn analytics tool. 

Pricing: Starts from $119/month. 

#5. Iconosquare

Social media analytics, management and scheduling platform Iconosquare recently launched LinkedIn analytics for company pages. 

Features: 

  • Visualize metrics – On a customized dashboard gain valuable insights of your Linkedin page performance covering reach, impressions and engagement. Data about the evolution of your followers can also be accessed. 
  • Individual post metrics – To know whether your LinkedIn posts are resonating with your audience, Iconosquare provides you with concrete data on individual posts’ performance. 
  • Follower growth – Track the number of followers over a specific time, to know the posts that brought more followers to your company page. 

Pricing: Starts from $49/month. 

#6. Hootsuite

Hootsuite’s LinkedIn analytics tool lets you dig deeper into the company page analytics, streamline your workflow and optimize your metrics reporting. Along with optimizing your posting and analytics reporting, you can schedule posts in advance and measure the performance of your LinkedIn analytics to other social metrics. 

Features: 

  • Leverage the power of videos – As per LinkedIn, videos have 5 times higher engagement than other types of LinkedIn content. Schedule and publish videos on your company page from the Hootsuite dashboard. 
  • Reach out to the right audience – Target posts based on your followers’ location, job function, industry and other filters. 
  • Automate LinkedIn post promotion – When promoting your posts as sponsored content, you can precisely target the audience based on their location, interest and other details related to their profession. 
  • Engage with LinkedIn followers using Inbox – Monitor what your audience says about your company’s LinkedIn content and respond to comments in Inbox directly from Hootsuite’s dashboard. 

Pricing: Four-tiered pricing starting from $1915/month. 

#7. Klipfolio

The modern cloud LinkedIn analytics tool Klipfolio is used by companies like BMW, VISA, KPMG and Deloitte among many others. It allows you to build high-tech dashboards that provide data insights. Their LinkedIn dashboard shows the number of shares and interactions your LinkedIn page obtained and compares it with previous months. 

Features: 

  • Klips – Custom dashboard and reports for analysts to track, measure and share data.
  • PowerMetrics – Lightweight data analytics for leaders to use data to make bold decisions. Data can be imported and visualized into charts or segmented based on filters without any technical help. 
  • MetricHQ – A dictionary for everything related to metrics and KPIs. 

Pricing: Customized. 

#8. Inlytics

As the name indicates, Inlytics specializes in LinkedIn analytics. The software also offers LinkedIn scheduling. Built for individuals, recruiters, marketers, salespeople, teams and businesses, this free LinkedIn analytics tool tracks unique data needed to help you succeed on LinkedIn. 

Features: 

  • Visualization data on the dashboard – The dashboard shows LinkedIn impressions, reactions and comments to your post, engagement rate, top posts and tips for getting the most out of Inlytics. 
  • Content performance – Detailed information beyond what LinkedIn’s default analytics provide include historic post impressions, comments and reactions, content overview and timeline content table. 
  • Enhanced profile stats – Exceptional profile statistics like profile recommendation, profile scoring, profile views, score per category, search appearances and connection chart help in taking your profile to the next level. 

Pricing: Free signup with $7 for solo and $21 for business accounts. 

#9. LinkedIn company page analytics

LinkedIn’s company page gives you a reasonable quantity of data. With the Administrator status, you can view your page’s data. This includes: 

  • Visitors 
  • Followers 
  • Updates 
  • Employee advocacy 
  • Competitors 
  • Talent brand

Each of these tabs shows you the performance of your LinkedIn company page. The visitor’s tab tracks the people who checked your page. The followers’ page shows the types of people who follow your page. Updates give you a high-level view of how people reacted to your content in terms of likes, comments and engagement. The employee advocacy section helps you gauge trends in employee engagement. The competitor’s tab compares page followership and content engagement with competitors. Lastly, the talent brand feature of the free LinkedIn analytics tool shows engagement with your career pages. 

Pricing: Free. 

#12. ReportGarden

LinkedIn analytics tool ReportGarden for LinkedIn company pages is specifically designed for agencies that rely on automated data for marketing reports. Use a customized LinkedIn dashboard for analyzing your audience and visualizing your key LinkedIn metrics. 

Features: 

  • Quick reporting – Instead of having dull data-heavy reports, you can combine valuable campaign data with stunning visuals using ReportGarden. 
  • Track and analyze page data – LinkedIn dashboard gives insights into the company page and key metrics such as audience, reach, clicks, activity and engagement. 
  • Measure engagement – The impact of each interaction can be measured to quantify your LinkedIn strategy. 
  • Monitor key metrics – Customize your LinkedIn dashboard with metrics and stats fetched directly from your company’s account. Performance and trends for your LinkedIn company page can also be compared. 

Pricing: Four-tiered pricing starting at $89/month. 

Putting it together 

By analyzing every part of your LinkedIn company page using LinkedIn analytics tools, you can evaluate the success of your LinkedIn marketing strategy. These tools track your LinkedIn engagement, how your campaigns are performing and enable you to improve your company page performance on LinkedIn. 

Top 15 Influencer Relationship Management Tools To Optimize Your Campaign

If influencer marketing is an integral part of your marketing strategy, chances are, you might be collaborating with a large number of influencers. That said, working with influencers is not the same as a traditional digital marketing campaign. When managing and communicating with numerous influencers, it is important to remember that you can’t just communicate with an influencer “en masse.” 

You need to personalize the way you keep in touch with each influencer. That’s because, in several ways, influencers are marketers with an audience, and brands who seek help from them must respect the influencer’s engagement processes. 

If you are looking to scale your influencer program, influencer relationships tools streamline the influencer process for you. The right influencer relationship management (IRM) software ensures that no influencer management tasks fall through the cracks. IRM tool helps you keep a track of your social media influencers, from engagement, metrics, content to results. 

Let’s take a look at the top 15 influencer relationship management tools and their key features that can make your influencer program a success. 

#1. Keyhole 

Instead of relying on spreadsheets and screenshots from influencers, influencer marketing platform Keyhole helps brands measure and optimize influencer marketing campaigns with analytics data. 

The key features that make Keyhole one of the top influencer relationship management tools are: 

  • Influencer tracking – Detailed profile analytics lets you know the true impact of an influencer. Any red flags, such as negative sentiment or fake followers can be vetted at the beginning. Hashtag tracking allows you to find the most relevant influencers in any industry. 
  • Automated reporting and optimization – By allowing influencers to authenticate their profiles on Keyhole, you can get immediate access to data in real-time. You can see the key performance metrics for influencers. To prove the ROI, you can download comprehensive reports.
  • Compare influencers – To measure and compare their performance, aggregate all influencer accounts in your campaign reports and optimization recommendations boost your campaigns.
Keyhole Influencer Analytics Dashboard

Keyhole is best suited for agencies and B2C brands looking to get their engagement metrics and analytics aggregated across every platform. 

Pricing – Customized. 

#2.  Grin 

As an influencer marketing platform, Grin helps you scale your influencer relationships, sales and create a valuable brand using the power of creator partnerships. 

Top features: 

  • Influencer search and analysis – AI-powered influencer analytics has social listening, email segmentation and relationship management capabilities of a CRM. 
  • Easy campaign creation – Create briefs, branded landing pages and track product content along with influencer product shipment. 
  • In-platform product seeding and payments – Track product delivery, monitor inventory and ship with one click. Grin generates discount codes and affiliate links. 
  • Content management – Tools to repurpose content into Instagram posts or video stories gives maximum impact. 
  • Reporting and analysis – Detailed influencer marketing metrics allow you to reward high-performers and re-run successful campaigns. You can access ROI at the program, campaign and individual level. 
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Grin helps eCommerce businesses manage all influencer relationships in one place. 

Pricing – Customized. 

#3. CreatorIQ 

As an influencer relationship software, CreatorIQ’s AI-powered algorithm analyses over 1 billion public social media accounts by directly integrating with social media APIs. Activate meaningful partnerships in the creator economy and deliver powerful outcomes for your brand. 

Top features: 

  • Creator core – Using advanced proprietary insights, you can quickly and easily find the ideal influencers for your brand. 
  • Creator connect – Offer a seamless and premium branded experience in a secure environment. 
  • Creator pay – Automated and streamlined creator payments increase the efficiency for both creators and finance teams.  
  • Creator promote – The whitelisting process can be automated to drive more revenue from paid and organic strategies. 
  • Creator convert – CreatorIQ connects to all major affiliate networks and allows gifting and sending products from a single dashboard. 
  • APIs – Leverage CreatorIQ APIs to access data such as how many people are seeing your content. 
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CreatorIQ has customers spanning from eCommerce brands, technology companies and SaaS tools. 

Pricing – Customized. 

#4. Upfluence 

Built on a massive database of 3 million influencers, the collective reach of Upfluence extends to 82 billion followers. Using this all-in-one influencer marketing platform, you can connect and collaborate with creators, generate high-quality content, manage payments and nurture influencer relationships. 

Top features: 

  • Influencer discovery – Search through an extensive database of influencers across TikTok, Instagram, YouTube and Twitch. 
  • Relationship management – On a single dashboard, you can keep a track of all influencers and filter by campaign, location and ratings. 
  • Campaign automation – Create personalized sequences, automate influencer outreach and product seeding and issue customized promotion codes. 
  • Simplified payments – Upfluence handles payments in 200 countries and 135 currencies. 
  • Reporting and analytics – Get a clear view of your campaign ROI, impressions, reach, media engagements and total earned media value.
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Upfluence’s influencer relationship platform is used by eCommerce companies to generate more sales. 

Pricing – There are three levels of subscription – Growth, Scale, and Enterprise wherein the fee is customized. 

#5. Aspire

Aspire is a leading influencer marketing platform built for social, digital, and PR teams to discover and begin working with influencers. Also, creators can set their terms and find brands they want to work with. 

Top features: 

  • Influencer database – Discover creators on autopilot from a database of over 3 million influencers based on keywords, aesthetics, interest and demographics. 
  • Customized workflows – Create custom workflows so that the influencers know what to do. 
  • Return on relationships – Optimize ad campaigns with whitelisted influencer content. 

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This influencer relationship management software is used by high-growth eCommerce brands. 

Pricing – Customized. 

#6. Traackr 

Enabling businesses to optimize and scale their influencer marketing programs, Traackr’s influencer relationship management platform is not entirely automated. Their team is involved in curation while the tool does the discovery, campaign management, influencer collaboration, and reporting. 

Top features: 

  • Influencer vetting – Leverage data-driven insights such as searching 2.5 years of an influencer’s content to assess the quality and performance of the most relevant posts. 
  • Program management – To scale influencer marketing across your organization, Traackr standardizes workflows and establishes common measurement frameworks. 

Traackr powers influencer marketing for agencies and consumer brands across 50 countries. 

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Pricing: Customized annual or multi-year subscription. 

#7. IZEA

IZEA is one of the oldest influencer marketing service providers with over a decade of data and millions of transactions taking place on its marketplace. This IRM software covers every aspect of content production and distribution through influencers. 

Top features: 

  • Content direction – For the content and messaging to be consistent, brands can collaborate with influencers using this platform. 
  • Secure payments – IZEA simplifies campaign budgets by keeping a track of all creators in a central dashboard. 
  • Content distribution – API integrations within IZEA track the performance of creator-generated ad units. 
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Consumer brands use IZEA for the ultimate influencer marketing experience. 

Pricing – Five-tiered pricing starting from $50/month to $25,000/month. 

#8. TapInfluence 

TapInfluence serves as a single platform for brands to discover influencers, create, automate and track influencer marketing campaigns. The opt-in marketplace has over 550,000 content creators a brand can work with. 

Top features: 

  • Influencer discovery – A 360-degree view of the influencer along with a visual search of influencers with specific keywords. 
  • Robust automation – Open bidding, scheduling posts, legal compliance and multi-step verification can be automated. 
  • Hard-core analytics – Track engagement ranging from views, reach, social value to ROI and conversions. 
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Food, fashion, beauty and lifestyle are the key categories wherein you can create great influencer marketing campaigns using influencer relationship management tool TapInfluence. 

Pricing – Customized. 

#9. Mavrck 

The all-in-one influencer platform Mavrck allows brands to manage influencer relationships, workflow automation and track KPIs to create a cohesive influencer program. 

Along with calculating impressions, clicks and engagement, Mavrck also monitors online conversions, brand lift and offline sales. 

Top features: 

  • Automated fraud detection – Access proprietary fraud detection of followers and engagement. 
  • Incentive management – Within the platform incentivize influencers with cash, experiences, promo codes and track reward and incentive fulfillment. 
  • Content syndication – Syndicate influencer content and reviews to your website and other retail partners. 

Mavrck is an influencer platform for enterprise B2C and D2C brands looking to create social proof at scale. 

Pricing – Customized. 

#10. Sideqik 

The automated influencer management platform Sideqik supports over 10 social media networks and 20 million social profiles. It allows you to drive revenue with influencer marketing at scale for maximum ROI by serving as a single hub for brands to collaborate and execute campaigns. 

Sideqik powers the most sophisticated and engaging influencer initiatives in the world. The platform measures content performance, hosts campaigns and tracks metrics in real-time. 

Top features: 

  • Identify trends – Market insights help in understanding your industry and brand. 
  • Discover and vet influencers – Evaluate creators at a glance and recruit influencers who align with your target audience. 
  • Effective communication – Sideqik integrates thread messages from your influencers directly to the platform with Gmail and Twitter messaging integrations in a central location. 

The industry-agnostic influencer platform is used by brands in eCommerce, food and beverages, health and fitness sectors.  

Pricing –  Customized. 

#11. Influencer

For those experienced in running collaborations, Influencer is a self-service platform wherein brands run influencer programs from start to finish. 

Influencer enables brands to negotiate prices and terms with influencers, review creative content and track the performance of influencer content. 

Top features: 

  • Strategy – Be it generating awareness of a new product, changing consumer perception of a brand, or driving the target audience to your website or app, the team helps identify a creative influencer marketing strategy. 
  • Analysis – Proprietary campaign analysis looks beyond social, into the audience wants, needs and preferences to power influencer recommendations.
  • Technology – Brands and agencies receive complete data transparency around their influencer marketing campaigns. 

Leading consumer brands use Influencer to create insight-based influencer marketing strategies. 

Pricing: Customized. 

#12. HYPR 


Influencer marketing platform HYPR houses profiles and audience demographics of over 10 million influencers. The IRM software provides tools for outreach, wherein brands can build influencer relationships directly. 

Marketers can reach an audience at scale by automating every part of the influencer marketing workflow. 

Top features: 

  • Efficient search and discovery – Search using the account handle, hashtags and 30,000 topic categories. 
  • Influencer evaluation – Compare influencer performance, evaluate campaigns based on a range of metrics and the audience health score narrows fraudulent users. 
  • Data control – Track progress at all stages including influencer outreach, activation, payment and compliance. Create a centralized knowledge base that can be accessed by the entire team. 
influencer database

HYPR’s influencer marketing platform is used by consumer brands and marketing agencies. 

Pricing – Customized. 

#13. Current

Current Technologies supports your influencer marketing campaign, from discovery to payments. For brands looking to build influencer relationships with ease, this software helps in launching campaigns, analyzing performance and providing comprehensive reporting. 

Top features: 

  • Robust influencer search – A library of 5 million influencers, dig into sponsorship history and more than 2 billion indexed posts. 
  • Bespoke payment structures – You can pay your talent a flat fee or based on performance along with creating automated spend reports, forecasting future spends and accessing payment history. 
  • Comprehensive reporting – Allows you to dig into influencer-led sales performance, access daily performance charts and analyze KPIs. 

Pricing – Customized. 

#14. Klear 

Influencer marketing platform Klear empowers marketers with a powerful search engine, campaign analytics and influencer profiles. 

Top features: 

  • Influencer search engine – Advanced filters identify influencers by niche topics, location and more. 
  • Relationship management – The CRM allows you to manage contact information, outreach and export data. 
  • Centralized communication – Invite influencers to a campaign, share briefs, collaborate and maintain communication in a single portal. 

Businesses, eCommerce brands and agencies use Klear to manage their influencer relationships. 

Pricing – Customized. 

#15. Influencity 

The comprehensive tools and data by influencer marketing platform Influencity fuel your best marketing strategies by automating your manual campaigns. 

Top features: 

  • Local influencers – If you are looking to launch in new geographies, this feature helps you find influencers who speak the customer’s native language.  
  • Influencer brand affinity – Examine the influencer’s past brand partnerships to assess if they are a good fit. 
  • Influencer database – Regardless of the influencers you add, the database remains organized and can be accessed across the enterprise. 
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Influencer relationships management tool Influencity is used by consumer brands. 

Pricing – Four-tiered pricing, starting from $38/month to $698/month. 

Putting it together 

The high-ROI and fast-growing success of influencer marketing make it a preferred marketing medium for brands of all sizes and across industries. 

While getting started is simple, the tricky part is managing influencer relationships as the program grows. Influencer relationship management enables you to keep a track of influencers, their engagement, content and impact. 

To scale your influencer program, you need an integrated relationship management software that automates the campaign to save time and improve results with the best data.  

Influencer Relationship Management – What Is It & How To Build Your IRM Strategy

As the influence of social media in our lives grows, influencer marketing is steadily replacing traditional advertising. And the numbers speak for themselves: the influencer marketing industry was slated to grow to $13.8 billion in 2021. Although this industry is full of promises, much depends on a marketer’s ability to create a successful influencer relationship management (IRM) strategy.  

Let’s see what it takes to build and manage a high-performing IRM strategy.

What is influencer relationship management?  

Influencer relationship management also called an IRM strategy is about treating influencers as your brand’s strategic partners. An influencer management program allows you to store the name and style of each of your influencers. Going a step ahead, successful influencer relationship management tracks influencer analytics.  

By utilizing a strong IRM strategy, you can leverage their partnerships to increase brand awareness, customer trust, and ultimately the ROI.  

What do influencer managers do?  

An influencer management strategy has lots of moving parts and the IRM strategy requires an experienced manager. In the US alone, there are more than 6,000 open positions for influencer marketing jobs.  

A marketing manager who manages influencers in the social media sphere is called an influencer manager. This specialist controls the execution of influencer marketing projects and contributes to their success.  

Be it working in an agency role or as a brand’s employee, the influencer manager is responsible for overseeing influencer recruitment, influencer relationship, and reporting.

Why is influencer relationship management important?  

By definition, influencers influencer the decisions of their followers. By partnering with influencers who are popular with your brand’s target audience, you hope they will speak positively about your products or services to your potential customers.  

In absence of a positive relationship with these influencers, they are unlikely to recommend your products, which means a missed opportunity to sway their follower’s decisions.  

Influencer relationship management is similar to customer relationship management (CRM), except that the focus here is influencers.  

Influencer relationship management allows you and your brand to cultivate good relationships with influencers who would be instrumental in your influencer programs. After all, long-term influencer relationships are more productive as the influencer gets to know your brand and the messaging gets better over time. 

How to manage influencers effectively?  

Although it goes without saying that influencers prefer to be compensated, cultivating relationships go beyond simply compensating them. Here are some ways to manage influencer relationships without drowning in a sea of critical IRM tasks.  

Identify the right influencers – Even before approaching an influencer for potential collaborations, ensure that their audience is the right match for your buyer persona. You will learn to identify high-performing influencers as you continue your recruitment efforts.  

Social Media Tools - Social Listening Tools - Keyhole - Best Social Listening Tool

Also, with experience, you’ll begin to expand your influencer searches into new engagement styles and social media channels. From the onset, track progress and calculate engagement rates, either manually on a spreadsheet or using an influencer relationship management tool.  

Get the right engagement metrics – Talking about engagement metrics, social media networks like Instagram are helping marketers separate engagement and vanity metrics. This helps stay away from fake influencers.  

Follower counts and page/post likes can be treated as vanity metrics. These metrics can also be manufactured via deceptive means.  

By calculating the engagement metrics of the influencer, you can know the ones most likely to help your brand meet its marketing objectives. 

The formula to manually calculate an influencer’s engagement rate is:  

Number of comments and post shares/Number of followers  

Now, this might seem tedious. However, remember that identifying an influencer’s engagement rate is crucial as it leads to recruiting the right influencers for your brand.  

Building a growing team of influencers – Once you start the influencer marketing campaign, the next step is to monitor their content across channels and ongoing user-generated content.  

With this approach, you can see how each influencer is contributing to your brand’s success. Additionally, you will understand how your influencers relate to their audiences.  

With time, you might find some influencers who would do a better job of increasing your brand’s awareness while others contribute to boosting your sales directly.  

Successful influencer programs have a combination of influencers in both these categories.  

Communication – One of the biggest pet peeves of influencers is when a client doesn’t communicate clearly and then complains when the expectations aren’t met. The easiest way to avoid this is by communicating with paid content creators before, during and after the campaign. Give your influencers the creating freedom to design the campaign while ensuring that your brand is properly represented. Adequate communication ensures that everyone wins, especially when you intend to work with them again.  

Attribute results to the right influencers – When you’ve picked the right influencers, you’ll see your sales and web traffic go up. Google Analytics can identify the path a prospect took from the influencer’s post to a sale. That said, this is GA’s limitation. Proper result monitoring involves knowing where your new customers came from.  

In an ideal scenario, you would want to know how a new prospect or customer first came across your brand. You would want to know which influencers are responsible for the increased traffic.  

Brands can manually create specific links for each influencer campaign. Then, marketers can organize these links by influencers and the respective social media channels.  

Finding the right way to manage all this – When brands see great results with influencer marketing, they’d want to scale it. However, after a point, the details become too overwhelming for traditional spreadsheets.  

The right influencer relationship management software helps in tracking social media influencers, the engagement their posts receive, campaign metrics, and results.

Why do you need an influencer management agency?

Fast-growing startups to established brands are realizing that well-performing influencer marketing campaigns have dozens of steps and variables that are challenging to manage, especially without experience. They include creating, coordinating to executing a campaign, along with campaign structure to optimization, campaign briefs, contracts, and content review being vital functions. 

Although some brands have an in-house team using various tools and platforms, influencer marketing agencies equipped with rich knowledge and experience of influencers and campaigns can be critical in ensuring the success of your influencer marketing efforts. 

Mostly, the agency would have expertise in FTC regulations and brand reputation. This is one of the best ways to safeguard your brand against any campaign activities that could risk damage to your brand.

Some reasons to hire an influencer marketing agency are: 

  • Saves you time 
  • You can leverage their relationships and expertise 
  • They help find the right platforms 
  • Access to the right metrics 
  • Amplify the right content 
  • Flexibility, scalability and support

Tips to build your influencer relationships management strategy

Like every marketing strategy, an influencer campaign requires deliberate targeting and planning. You won’t find strategic success by giving out free stuff to everyone who asks for it. These tips will help you build your IRM strategy. 

#1. How to find the right influencers? 

Research is the first step. Choose one platform you’d want to focus on. Later, you can expand to other platforms, but while starting out stick to one. 

If you are unsure where to begin, use an influencer relationships management tool or social listening to identify the platforms where people are talking about your industry and brand. With this step, you can identify influential voices on each platform. 

For example, beauty and fashion brands shine on YouTube, Instagram, and TikTok while the video game industry dominates on Twitch. 

Also, your budget will be determined by the type of influencers you are interested in. They could range from influencers with a massive followings, or micro-influencers with less than 2,000 followers, or macro-influencers in the range of 5-10,000 followers. 

#2. Set a management strategy 

Now that you have an idea of how to find influencers, the next step is setting a budget. Factor what you need to pay influencers as well as the time for planning, executing, and reviewing your influencer campaign. 

Unlike an automated ad strategy, running an influencer marketing campaign is not a set-it-and-go kind of strategy. Influencers and content creators are humans and frequently work on multiple partnerships, so some may fall behind in their commitments to post on time or make errors in your requested hashtags or CTAs. You will need time to be more hands-on with cultivating relationships and refine the approach based on experience on what works and what doesn’t in your niche. 

For brands who are tapping into a wider pool of influencers, having an influencer marketing agency do the research and coordination on your behalf is a good idea.

#3. Decide the goals and messaging 

Brand awareness and increase in sales are the two common reasons why brands utilize influencer marketing. That said, what’s more effective is to kick off your strategy by focussing on what your brand’s needs are. It could be wanting to build a customer base in a younger demographics. Or expanding into a new geography with a new product. In both cases, you may want to get influencers to talk about your brand values. 

Since influencers have the ability to reach specific audiences, an influencer program ensures that your potential customers read and engage with your brand’s offerings. 

Remember that your message is as important as the goals. While you don’t want to limit an influencer’s creativity, you also don’t want them to post something unrelated to your campaign. Determine the message you’d want to give with your influencer marketing strategy and communicate it in the workflow. 

#4. Sourcing reliable metrics 

Don’t fall into the trap of following the wrong metrics rather than focussing on more important ones such as engagement. 

IRM tools provide detailed analytics that allows you to find crucial data to compare influencers. Firstly, note each influencer’s engagement rate and compare them on the same social network. Engagement can vastly differ between different social platforms. Additionally, on the whole, larger influencers will have lower engagement as compared to smaller influencers on the same platform. 

#5. Establish the results of each influencer 

Once you have recruited a team of influencers, you need to monitor their content across channels. This will show you how each influencer contributes to your brand’s promotion. You would want to know the influencers contributing to creating brand awareness vs those driving sales.  

Keyhole Influencer Analytics Dashboard

Influencer relationship management comes into the picture as influencers are real people acting as advocates for your brand. This is why influencer marketing demands a higher level of attention and personalization than traditional digital advertising.

Best influencer relationship management  (IRM) tools 

Finding the right technology is the key to scaling your influencer marketing programs. Thankfully, IRM tools streamline all influencer relationship management tasks in one place, from influencer discovery to influencer analytics so that you don’t drown in a sea of spreadsheets.

The right influencer relationship management platform automatically tracks influencer analytics such as engagement rates, user-generated content, and sales attribution and ensures that no influencer management task goes off the radar. 

Some of the best influencer relationship management software worth trying are: 

Putting it together 

While the ROI of an influencer campaign is straightforward ($1 becomes $6.5 when invested in influencer marketing), the trick is managing influencer relationships as your program scales. An IRM software helps you keep a track of influencers, their engagement, content, metrics, and results. 

With the right influencer marketing relationship software, the sky is the limit in scaling your brand.

Top 8 Talkwalker Alternatives

There’s no doubt that Talkwalker is a powerful social media listening tool.

But at a hefty starting price tag of $9,600 USD for the most basic plan, it’s simply not an option for most marketers’ budgets.

Don’t worry though. There are several Talkwalker alternatives out there that offer social listening, social media analytics, and the reporting tools you need—with even better ROI for your business.

Here are the top 8 alternatives to Talkwalker:

Without further ado… let’s take a look at each tool & what are the features they’re offering:

1. Keyhole

Keyhole is a powerful Talkwalker alternative available at a fraction of the cost.

Keyhole’s hashtag analytics and social media monitoring tools allow you to keep a finger on the pulse of your brand and your industry as a whole.

With Keyhole, you can measure the impact of your social media campaigns, hashtags, and influencers. You can also track your competitors and any content that’s trending for your targeted hashtags and keywords.

Keyhole’s social media reports are easy to use, visually appealing, and easily shareable with your clients.

keyhole dashboard - new branding

Neil Patel says, “This tool (Keyhole) does a lot of things others can’t. And as a bonus, it’s extremely user-friendly.”

Pricing: Keyhole offers a free trial and custom pricing plans.

2. Sprout Social

While a little pricier than Keyhole, Sprout Social is another affordable alternative to Talkwalker.

Set up the Smart Inbox to bring mentions, messages, and tags from all social media channels into one central hub. Instead of switching between networks to track notifications, you can prioritize interactions by filtering and tagging options. 

You can also set up Sprout keyword searches to track the most important conversations around your brand and product mentions. They also have a Sprout “Trend Report” on Twitter performance to know where your efforts are working. The report has a breakdown of the most widely used hashtags, trending topics, and popular public figures in your industry. 

Sprout Social offers rich social analytics, engagement tracking, listening capabilities, and publishing tools.

sprout social

Sprout Social’s collaboration and automation capabilities are a nice bonus, too.

Pricing: Sprout Social offers a 30-day trial and 3 pricing tiers. Their plans range from $99-249 per user.

3. Brand24

Brand24 is another lightweight Talkwalker alternative.

Their platform offers a live feed of your mentions to track your conversations. They also have a discussion volume chart to track unexpected spikes in brand mentions and publicity.

brand24

They also provide mention analytics, influence score, sentiment analysis, and a variety of alert options.

Pricing: Brand24 offers a 14-day trial and 3 pricing tiers. Their Personal plan starts at $49/month and their highest-tiered plan is $199/month.

4. Mention

Mention’s social media listening and publishing platform is the final Talkwalker alternative on our list.

Mention offers a feed of your brand mentions, analytics of industry audiences, and reports that allow you to measure the impact of your marketing efforts.

mention

They also offer an interface for social media publishing and scheduling on every platform, including helpful preview tools to verify a post’s layout.

Pricing: Mention offers 4 pricing tiers, including a free plan for one user. Their individual plans start around $25/month and their enterprise plans start at $450/month.

5. Meltwater

The Talkwalker alternative Meltwater is like a Swiss-Army knife of social media monitoring tools.

The key Meltwater features include unlimited keyword search capability, sentiment analysis, gathering competitor intelligence, influencer management, and crisis management over an easy-to-use interface. 

The key Meltwater features include unlimited keyword search capability, sentiment analysis, gathering competitor intelligence, influencer management, and crisis management over an easy-to-use interface. 

meltwater

Be it a small in-house team or an agency collaborating with clients; the all-in-one workflow capability facilitates collaboration by keeping everyone informed and on track. 

Pricing: Customized pricing. 

6. Falcon.io

The marketing platform Falcon.io is a Talkwalker alternative used by social media marketers for social media listening, customer engagement, and audience management.

By collecting data across 100 million online sources, Falcon.io’s social media listening features include managing your social channels, monitoring mentions across social media, forums, and review sites, detecting spikes and drops in your data, sentiment analysis and benchmarking performance.

falcon

This unified social media and customer experience platform is used by medium to enterprise companies to listen, publish, advertise, engage and measure social media activity. 

Pricing: They have two pricing plans. For small businesses, $108 is billed per seat per month and the pricing is customized for enterprises.

7. Zoho Social

Zoho Social allows you to manage multiple social media channels, collaborate with your team, schedule posts and monitor keywords from a single dashboard. 

With this social media monitoring software, you can get a real-time stream of updates from your audience across all social media platforms you manage through Zoho Social. 

zoho social

Also, listening to numerous posts about your brand can get overwhelming. That’s where you can build your social media listening dashboard to track and manage conversations. 

They have a dedicated message inbox where you can manage all direct messages from your audience on Twitter and Facebook in a chat-style interface. Lastly, you can also manage a contact directory to discover what your followers and people you follow are saying on social media about your brand. 

Pricing: Along with a free trial, Zoho Social has four plans you can choose from, ranging from $8.33 to $150 per month.

8. NUVI

NUVI is a Talkwalker alternative that gathers real-time social intelligence built on a proprietary language engine.  

Like all social media management tools, you can use NUVI to publish and schedule posts, analyze your social media activities and monitor the performance of your marketing campaigns. 

NUVI

NUVI leads the pack because it gathers all your social media data in real-time and displays it as visualizations that help you make decisions quickly. Lastly, NUVI helps you understand your customers, competitors, and industry better with highly accurate data.

Pricing – Custom pricing. 


Looking to accurately track your social media campaigns? Prove their impact and ROI? Produce beautiful marketing reports?

Start your free Keyhole trial today or book a demo with the Keyhole expert.

A Guide To Curated Content: Everything You Need To Know

Content curation means more than rummaging through the internet for what to post on a slow day. It’s a whole process that, when done right, can do wonders for your reach and audience engagement. This guide will cover the basics of content curation as well as the benefits it can bring (spoiler alert: a lot).

What does curated content mean?

The most basic curated content definition states that it is the process of handpicking external content and sharing it on your channels. The more relevant it is to your audience, the more it will boost your brand’s credibility, as it could help you position your brand as an industry expert. Sounds simple, but there’s more to this process than meets the eye.

How much content should you curate?

While there is no clear consensus on how much content you should curate, as it depends on the specificities of your audience, a general rule of thumb is that you should prioritize quality over quantity. If we were to crunch some numbers, curated content should make up for no more than 20, 30% of your total content shared on social media. 

Why this specific range? The short answer is “content repurposing”. The long answer — well, squeezing a few pieces of curated content between original, in-house content is one thing. Building your entire strategy around content curation is another and doesn’t bode well for your brand’s credibility.

How content curation is beneficial in social media

Content curation on social media can lead to high conversion and engagement rates. This is because you don’t create content from scratch, but research high-quality external content. 

When curating content for social media, one can start by identifying relevant, trending hashtags. This is a great way to find high-quality content, as trending topics naturally attract industry leaders, who will always be quick to jump on the trend and provide their insights.  

As for the benefits themselves, social media requires a constant stream of content to keep engagement rates up, but realistically, pumping high-quality content regularly is simply not feasible. So, curating content effectively keeps the conversation going and helps your brand stay in the spotlight.

How to curate content in the right way

With new trends popping up all the time and everybody jumping on the bandwagon, standing out from the crowd is tougher than ever. This section focuses on curating content the right way and identifying the content relevant to your audience.

Sharing original content is arguably preferable in the long run, but it takes much of the effort, time, money, and creativity. Secondly, there’s no guarantee that your original content will pull in high numbers.

You need to curate content like a pro to keep your audience engaged without much effort. Here are the steps to curate content:

1. Know your audience

Having a keen understanding of your audience is a vital part of the content curation process. Why? Well, it’s quite obvious — people just don’t like seeing things irrelevant to their interests popping up on their feeds.

The primary purpose of curated content is to provide your audience with content that is not only in their niche, but also saves them precious time. In some ways, content curation is more customer-focused than original content, because it addresses specific needs. 

In that respect, Keyhole is a great social listening & brand monitoring tool that will provide you with valuable insights about your audience, and so much more.

Here are a few features that will help you gain a better understanding of your audience and take your content curation efforts to the next level:

  1. A bird’s eye view of your brand and the industry. With Keyhole, you can access your direct and indirect brand mentions in one place, making engaging with your audience in real time easier.
  2. Industry research. Identify industry trends with Keyhole’s QuickTrends. With it, you can aggregate data from all of your social accounts to perform in-depth analysis of your competitors on the spot, right in the dashboard. 
  3. Social listening and account optimization. Use Keyhole’s social listening data to get an in-depth look of your audience and their interests. This will later translate into increased conversions, more followers, better engagement and valuable “intelligence” — such as the best time to post. 

2. Mind the categories

To better curate content, you should create separate categories so that it will be easily shareable. This will prevent sharing duplicate content.

Depending on your brand or industry, you should have a mix of original as well as curated content that engages the audience. 

For example, A company selling agendas (yes, physical; some of us still use them) can have a mix of, well, agenda-specific content — content relating to productivity, time-management, and so on.

Some companies with specific products don’t want to share content related directly to their area of activity, and they focus on content that they believe would be relevant to their audience.

3. The sources

Now that you’ve figured out how much content you want to curate and categorized it accordingly, the next step is to gather sources. 

A general rule of thumb is to not resort to a single source; opt for a variety of sources. Besides the obvious benefit of providing your audience with a continuous stream of fresh content, it can also lead to building relationships with content creators.

You can source your content in the following ways:

  • Simply reshare content that others have published. Curation of user-generated content with relevant hashtags and keywords can encourage people to tag you their posts, thereby mentioning your product too.
  • The other method can be tedious or time-consuming as it involves manual research. For the content you like the most, you can bookmark it and curate it at a later stage. However, instead of using tools, one can also make use of browser extensions to make this process go faster. 

4. Sharing curated content

Once you have followed the previous steps, you’re ready to share your curated content. However, the key here is not to just simply share it, but personalizing it to match the tastes and interests of your audience. Copy-pasting a link and dumping it in your Tweet will only take you so far, and it certainly won’t be on-brand. 

Another issue is properly spacing out the content. As mentioned previously, the best approach is to go for a healthy mix of original content and curated content. 

However, the bigger the brand and your following, the more arduous the publishing logistics will be. 

You can schedule the content to be shared by making use of the original promotional content and then filling the gaps with curated content. This way, your feeds will feel active, and you will also avoid sharing the same content again and again.

To properly space out your content and avoid posting duplicates, you can use dedicated tools such as Planable

Planable is a social media collaboration tool that helps social media teams and marketers create, schedule, and collaborate on social media content. Here are some of the features Planable has that can make the process of content curation easier:

  • A sleek and easy to use social media calendar. With it, teams can not only get a bird’s eye view of their campaign, but also see at a glance the content that has been posted in the past and scheduled for the future. To reschedule posts, all users need to do is dragging and dropping the post in their preferred time slot.
  • Labels. A vital feature for content curation. Teams can assign posts to their relevant labels (ex: productivity; inspirational; marketing etc). This way, teams can identify their content gaps and focus their efforts into a specific topic — and it also helps avoiding posting duplicate content.
  • A collaboration-centric design. Teams can collaborate and share feedback right next to the post, in comments or replies, whether it’s about their Instagram Grid or writing copy for sharing an ebook.

5. Analyze the content

A proper analysis will offer you valuable insights about your content,  its feasibility to rank or engage the audience. If it is not up to the mark, you can tweak the content, personalize, and then share.

Following the steps mentioned above, you can easily curate content, understand your audience as make use of the right tools and strategies to achieve better results. 

The myths about curated content

In this section, we’re going to take a look at a few myths surrounding curated content:

  • Saves time

One of the myths surrounding content curation is that it saves time. In reality, if you do it by the book, it could (potentially) take as much time as creating original content.

Content curation comes down to filtering content, personalizing it, tapping into your (ideally) vast collection of sources, and developing a social media strategy around it. Naturally, this takes time — but the more time and effort you put into this whole process, the more effective it will be.

In other words, if you’re doing it solely to save time — you’re doing it for the wrong reasons.

  • Finding relevant content

Choose your content wisely, because if you share every post or article straightaway, you won’t fetch better results. It can cause more harm than making your brand build its reputation in the long run. 

  • Don’t worry about your content

Content curation is useful for filtering content that can be useful to your audience — but that doesn’t mean you should rely solely on it. Sure, many pages do that, but original content carries more weight in terms of conversion in the long run. As for the curated/original content ratio mentioned above, it’s not a hard and fast rule. Look at content curation as a way to help your audience in a meaningful way and get into the conversation.

The benefits of curated content

  • A trusted source for your audience

Content curation establishes your credibility as a thought leader. If done right, your audience will find in you a trusted source that shares the content of high relevance and value. 

  • Eliminates some of the pressure of creating new content

Earlier, we said that if you curate content to save time, you’re doing it for the wrong reasons — but that doesn’t mean it doesn’t help. The average brand has to juggle multiple social media platforms, plus blogs and other resources. Creating content for them takes a small army, and it’s common knowledge that spreading your team too thin will eventually dilute the quality. 

Therefore, curating content can somewhat alleviate the pressure of having to constantly pump fresh content into your channels. Plus, there’s the benefit of repurposing — which we’ve mentioned earlier in the article.

  • Builds a library of useful resources 

Content curation is not useful only for your audience — it can also help your team become more productive.

I don’t think it’s too controversial to say that the internet, in its vastness of knowledge and resources, can make finding useful information a daunting task. So, high-level content curation focuses both on finding useful resources for your audience, as well as building a knowledge base that your team can tap into later. Examples of resources can include ebooks, industry-relevant studies, articles, blogs, and so forth. And here’s the beautiful thing about this — curation done right can lead to creating original content.

  • Connect with influencers

Curated content produced by influencers can be beneficial for you. By endorsing their content, you can eventually tap into their audience and increase your visibility.

When you share their work, make sure to tag them on social media or by sharing curated blog posts links. This way, you will build solid relationships with influencers and keep them connected to your niche.

  • It can improve SEO

By curating content, you create more opportunities for search engines to get more eyeballs on your channels. While SEO should never be the main goal of content curation — remember that whole “helping your audience and establishing yourself as a thought leader part” — it can help indirectly. The key here is to focus on trending topics and find high-level content produced in that niche. 

Wrap up

And that’ll be it for this guide on content curation. The main takeaway is that content curation should be viewed as a way to provide value to your audience. When done right, content curation can lead to your brand becoming a trusted source of valuable information, which can lead to increased leads and conversions.

5 Ways to Boost Sales with a Data-Driven Social Media Strategy

Data is the new oil. Hardly anything defined Facebook’s success more than its access to user data and its capability to turn it into advertising dollars. With that in mind, let’s explore how proper data use can help you boost sales through social media.

Five ways social media data can take your strategy to the next level

Unlike years past, driving revenue from Social Media now requires more than just boosting your top posts. Thankfully, many different data sources can help with this and there are techniques you can implement to improve social selling. One of which is by utilizing data to craft a better media strategy for your brand. 

1. Improve data quality

It’s no secret that data drives most of our decisions in the social media world. Every day, social managers involved in the social listening struggle with questions like “Are positive sentiments towards our brand growing or going down?” or “Which age cohort is sharing our content?” The quality of the supplied data will define the quality of such decisions, the media strategy, and the correct understanding of data and trends, resulting in better responses. 

The following five metrics define data quality:

  • Accuracy: the data should correctly reflect facts.
  • Completeness: a full range of data that is required to make a decision should be present.
  • Consistency: the data should be consistent over time and with different datasets.
  • Relevancy: the data reviewed should be relevant to the issue at hand.
  • Timeliness: the data should be available at the time when making decisions and reflect recent changes.

When a media strategy is built based on data not fitting the above requirements, it can have disastrous consequences. As IBM estimated, the impact of using bad data in the US is $3 trillion per year. 

In its recent update, iOS 14.5, Apple allowed users to block tracking and now requires them to explicitly agree to data sharing with apps such as Facebook for ad targeting. In this sense, having multiple sources of user data is becoming even more important.  To get better-quality information, you should use all the available sources of robust data, including SEO. For example, we all know about Google Analytics and Search Console to get the SEO data on the websites. However, marketers usually use all-in-one SEO software like SE Ranking that consolidates data to provide a complete site performance report. In addition, these tools can track the ranking of your social media profiles, for example, Youtube channels, and provide you with versatile and relevant SEO data for a better social media strategy.

2. Use cross-channel marketing

The main reason to use cross-channel marketing in your media strategy for business is to ensure your audience is constantly seeing content from your brand. Not convinced? 73% of marketers say that cross-marketing has a great impact on conversion rates. 

For example, if you advertise just on one channel, say, Facebook, you can be seen by customers only when they’re on Facebook. And even then, you’ll get limited frequency as the platform doesn’t want to spam its audience with the same brand’s messages.

However, if you include other media in your campaign, say, Google context ads, Instagram, and Twitter, you can reach more potential customers and thus produce the effect of being “all over the internet” thereby increasing brand recall. 

Using social media analytics for cross-channel campaigns

Social media analytics can deliver some ideas for your cross-channel media strategy. For example, you may see that generally, your offers advertised on social media are converting better within specific age ranges. You can then set up targeting in other channels for exactly these specific segments to not waste your impressions on poorly converting audiences.

When analyzing the performance of a cross-channel campaign, it is very important to understand the campaign’s impact in different channels and adjust when necessary. Pay attention to these social media metrics:

  • Post ranks across all channels: you could start with checking how well your posts are ranking on different platforms and what your best posts are.
  • Posts per channel: most likely, you have a different number of posts and other media content per channel since it could be OK for Instagram to have ten stories per day, but having ten tweets per day may be considered spammy.
  • Post engagement and engagement rate (ER): these metrics are calculated as the number of engagements divided by impressions or reach (per post or overall). Usually, a post with a high engagement rate means that the content went viral. Besides, this metric helps you define the optimal number of posts per day, the best time to post, the type of content that receives the most interactions, etc.
  • Total engagement by platform: identifies which platform your most active audience visits most.
  • Cost-Per-Click (CPC): The price a marketer pays per individual clicks on a paid social media post. Keep in mind, that the average advertising cost differs due to the selected platform. For example, the average CPC in Facebook is $0.97 per click, while LinkedIn CPC is $5.26 per click. So don’t focus on your total spending when choosing the social media platform, but look at CPC to weigh investment efficiency.
  • Social Media Conversion Rate: all in all, this is what we work for. Comparing conversions will indicate the effectiveness of the tested platform to identify your most profitable one for the next campaign.

Optimizing content for different channels

While you may be pushing the same message across different channels, it may bring different outcomes by platform. For example, you may create an interesting post with a lot of textual content with a great engagement rate on Facebook but that doesn’t fit your Instagram. The solution here is to change the format – for example, if you have a text post, you can make infographics out of it or a video explainer. Tools such as Lumen5 convert text into videos, and it’s really easy to do.

Sometimes you may have a great piece of content, like a blog article, but posting it again may seem not such a bright idea. The core of your audience has probably already seen this post before, and viewing it again wouldn’t push them further into the funnel or make them like/share it. In this case, repackaging may be the solution – which simply refers to the process of changing the form while keeping the main message intact. Tools such as Haiku Deck allow you to create an engaging presentation out of your old blog post and share it on socials.

3. Prioritize brand awareness

Generally, it is thought that increasing brand awareness is about building an overall brand image. And for the most part, getting more impressions on your posts will certainly help your targeting audience become more brand-aware. 

However, real brand awareness comes from two sources:

  • Native social media:
    • your brand’s posts;
    • other people’s mentions of your brand.
  • Paid social media:
    • your brand’s ads;
    • PR campaigns;
    • influencers’ posts.

Therefore, the sentiment of mentions or comments should also be measured (as detailed below) to ensure you’re building a positive brand image:

  • Brand mentions: keep track of what’s being said about your brand on social media and manage the brand reputation. A brand monitoring toolkit comes in handy as it helps marketers monitor and react to new mentions in real-time, compare brand analytics to competitors, and convert more leads. It is also helpful during the promotion period as you can collect both positive and negative reviews to analyze the success of users’ interaction with the brand.
  • Brand Sentiments: check what sentiments were in those mentions – positive, negative, or neutral. The easiest way to track brand sentiments is via social listening analytics by Keyhole that collects information about hashtags and keywords and monitors online conversations. It incredibly helps track mentions of the brand, measure the sentiments, and evaluate overall brand health.
  • Audience Growth Rate: tracks how quickly your brand gains followers. This rate divides new followers into the total audience. 
  • Impressions vs. reach: how many times brand mentions appeared in people’s timelines vs. how many people made a click.
  • Social share of voice: percentage of your brand mentions in social media to the defined group of competitors in the market. It helps to determine competitive advantage, evaluate campaign effectiveness, and measure customer engagement.
  • Conversions: measure how many desired actions resulted from traffic brought in by brand mentions.

4. Focus on personalization

Personalization has come a long way since we were putting – Hi, {first_name} – into our emails and were calling it a day. 

Nowadays, specialized AI algorithms evaluate people’s behavior, the sites and social media communities they visit, the posts they like, comment, or share. Such a data-driven approach can help AI understand the underlying interests of each person and their probability to click or convert on certain offers. 

When you add a social media pixel onto your site, it can track how visitors are engaging with it, what types of products were of interest, and how much time they spent before making a decision or leaving. Here are two ways you can use pixel data:

  • Remarketing/Retargeting – sending targeted campaigns to people who have taken actions or shown interest in your brand. For example…
    • They’ve engaged with your ads or community before.
    • To lookalike audiences who have similar profiles to the ones who converted. 
    • To people who were interested in a product but didn’t buy it
  • Up-selling –  offering potential customers newer or more advanced versions of the product they’re about to buy.
  • Cross-selling – offering complementing products to people who have already purchased another. 

These are just some basic scenarios, after all, creativity is your only limitation! For example, KLM airlines ran a campaign called KLM Surprise. Their special team of psychologists and gift consultants scanned personal profiles of people who checked in on social media at Schiphol airport and provided them with personalized gifts chosen for each person, specifically based on their profiles. Following up, they created a mini-documentary showing people receiving their very special gifts. The campaign had massive traction on social media resulting in huge reach and engagement volumes.

One of the ways to get more personal with your audience is to stay on top of what’s happening in your niche, and BuzzSumo is a perfect tool to help with that. It can help find the most popular content in your industry and pick relevant influencers. 

While implementing personalization ideas, you may enhance your site with pop-ups, forms, and other types of content, helping to increase conversions. You may use OptinMonster for that. 

Still, all eyes on social media metrics

Personalization can really help sell, but you surely need to track your social media referral traffic in Google Analytics or other social media analytics tools as well. 

When analyzing data you get, pay attention to the following data-driven marketing metrics: 

  • Reach: some personalization options in social ads may quite narrow your audience. Therefore, you need to check the reach of your campaign to ensure a reasonable amount of people see it. Otherwise, your campaign just won’t be effective. 
  • Social media referral traffic: the whole point of using personalization is to improve the campaign’s effectiveness. You need to check the quality metrics of the social traffic to ensure you get relevant customers:
    • Bounce rate: what percentage of visitors leave the page without interacting with it.
    • Time on site: how much time visitors spend on site on average. 
  • Net Promoter Score (NPS): is a customer satisfaction metric that measures customer loyalty, satisfaction, and the chance customers will recommend you to others. Unlike other customer satisfaction metrics (CSAT and CES), NPS improves personalization and overall customer experience.
  • Conversions: check the conversion rate and the number of conversions you’re getting from the campaign and compare it to others to see how well it ranks up.

5. Test your content

Being a marketing professional, A/B testing or so-called content experiments are likely not a new concept. Similarly, testing is the same for content on social media. We never know how the audience will react to different content in comparison, so it is best to test the content ideas of one versus the other. Initially, it was only available for social ads or promoted posts on most platforms. Facebook includes a new feature allowing for organic social content testing and organic video post-testing tools. However, this new feature may still not be available to all since it seems to be rolling out gradually.

Social media profile analytics can give you some ideas about what to test. If you look into the Insights page of your Facebook page, for example, you will see the breakdown of your followers by age or region. So it may be worthwhile to test your content across different age groups or your main locations. 

The key to successful content testing lies in selecting the correct and objective tests according to your current business goals. For example, you want to test the virality of two different videos. Then your objective could be the amplification rate, i.e., the number of shares divided by the number of followers. Or you may want to test the interest of a particular article among two different audiences, and then your objective could be a scroll depth on that article. 

For example, Kettle & Fire has run a social test to determine which video version sells better and found out that the shorter one was 1.5x more effectively converting.

When testing different types of content on your socials, keep track of the following marketing metrics:

  • Reach: make sure that all variants of your content reached enough eyes so that your evaluation of what worked better is statistically justified. 
  • Followers: check the followers’ inflow from your campaign to ensure it is steady, and your campaign does not create too many unfollows (may happen with way too experimental content and lead to short-term effects).
  • Scroll depth: It tells how well the landing page is connected to the tested content and how well it corresponds to readers’ interests. 
  • Amplification Rate: ratio of shares per post to followers, which is an important indication of how shareable your posts are. People mostly share viral content, but how to create it? When you know your customer, it could be easier than you think. For example, a socks manufacturer shares on its Instagram profile a ridiculous video of the most popular places where their customers lose a second sock (yes, you could even make a quiz to get this information and create data-driven content).
  • Applause Rate: this is a percentage of total approval actions to the post divided by the total followers. Any actions that the user makes in social media are a signal of how valuable your content is. While likes and comments became common, sharing and adding the post to favorites indicates you did a great job creating this content.
  • Conversion Rate: measures the number of visitors who took actions on a page against total visits. While testing your content, mind all three rates to analyze the efficiency of a social media campaign.

Tools such as HubSpot can help you track the correct social media metrics described above.

Summary

The key to successful sales anywhere is to show your content to the right people. The big win of social media is that they have quite a lot of data on people’s interests and behaviors. They can personalize your ads or split-test your content to make sure you’re getting great results. So follow the guidelines from the above and see your social sales boost!

6 Influencer KPIs to Track for Every Campaign

6 Influencer marketing KPIs to track

Influencer marketing is one of the most powerful ways to grow a brand in social media. And to guarantee marketing success, you need to measure your results, which is why you need these influencer KPIs.

The marketing strategy involves tapping into the influence of others to help build trust in your brand within their communities. 

The difference between hiring a typical celebrity is that influencers are often looked at as regular consumers who are considered experts in their specific niches. That is, influencers accessible, relatable, and their followers trust their opinions — it’s the modern word-of-mouth. 

Coupled with its relative affordability and high returns of investment, it’s no wonder that companies are looking to increase their influencer marketing budget.

Why Do You Need Influencer KPIs?

While it’s clear that influencer marketing is on the rise, before launching your own influencer program or community, it’s essential to lay out a detailed measurement strategy. With fake followers costing brands an estimated 1 billion dollars, gone are the days of blindly paying influencers money for the sake of vanity metrics.

This means that it is more important than ever to set goal-oriented KPIs. Even before you decide on an influencer, ensure that you have the right tools to track them.

KPIs can be based on industry benchmarks or results from past campaigns. Like any other marketing campaign, measuring your return on investment (ROI) will determine success. 

Here are some top influencer marketing KPIs to analyze to help you quantify your campaign’s ROI so that you can expand your budget as your efforts succeed. 

1. Influencer Analysis – The #1 Influencer KPI

If we compare influencer marketing to paid social advertising, each influencer is similar to an ad unit. Influencers should not be considered programmable ad units by any means. But the most important KPI to measure just might be those of the influencers you wish to engage with. These will be critical for strategic influencer identification.

Thus, deciding on an influencer isn’t just about follower count. There are several factors to consider including follower demographics, average engagement rate (comments, likes, follows), frequency of posts, and frequency of publishing content that’s relevant to your brand.

Professional influencers usually have these numbers ready upon request. Make sure to gather as much data from all your top influencers of choice. From there, you can determine who can deliver the best results. 

Of course, you want to partner with someone who is a thought leader in your industry. Because no matter how good the numbers seem, if your audiences don’t match, then you won’t see a return on investment. 

GreatJones - Influencer KPI: Influencer Analysts

Cookware brand, Great Jones, found a perfect partner in Claire Saffitz, a professional pastry chef and Youtube personality. Aside from posting images of Claire using Great Jones products, the campaign included a virtual baking class and a feature on their website. 

This is an example of a spot-on audience match. Great Jones targets millennials who might find brands like All-Clad and Le Creuset out of reach — the same millennials who are likely to be familiar with Claire thanks to her (now defunct) YouTube show, Gourmet Makes. 

2. Brand Awareness 

One of the top reasons brands partner with influencers is for brand awareness. Before expecting customers and sales, the first thing you want to do is get your name out there, and one of the best ways to accomplish that is through an influencer marketing program. If the primary objective of your influencer marketing strategy is geared toward brand awareness, these are the KPIs to keep track of: 

  • Audience GrowthAudience growth or follower count is a strong indication of brand awareness. You can choose from a number of third-party apps to measure your follower growth during your campaign period. After the campaign ends, you can also check your mutual followers by visiting your influencer’s profile, tapping on “Followers” then on “Mutual”. This is more or less the number of followers you gained from the partnership. For a more accurate number, don’t forget to view your mutual followers before the campaign begins. 
  • Impressions & ReachOne of the advantages of partnering with influencers is their large audience base. This is your opportunity to reach an audience you otherwise wouldn’t have access to. Instagram defines “impressions” as the number of times a single user has seen your post, while “reach” is the total number of unique users who have seen a particular post. All these data can be accessed through Instagram Insights, which is available to all Instagram Business accounts. 
  • Brand name & Hashtag Mentions – How many times was your brand name or campaign hashtag mentioned during the campaign period? Mentions are a strong indication that your campaign is working. For real-time tracking of hashtags and mentions, you can use Keyhole

3. Social Engagement 

Engagement is one of the most important KPIs to track in order to determine the performance of your influencer marketing campaign. On Instagram, engagement is measured by the number of likes and comments on your campaign post or story/video views. 

Alexa Chung: Brand Awareness - Influencer Marketing KPI

While likes are easily countable and a sign of approval, comments are a clearer indication of active engagement. Comments show that your content left an impact, whether good or bad, this is a great starting point for community building.

You may see that your follower count has increased after running a campaign but engagement remained low. This may be a sign of a mismatch between your audience and the content you’re producing. 

Keyhole has a great resource on how to calculate engagement rates. The most basic and manual formula would be to divide your total number of engagements (likes + comments) by your follower count, then multiply that number by 100. Generally, the standard engagement rate across all industries is 1.60%. But it is better to calculate a benchmark engagement rate for your niche.

4. Click-Through-Rate

Click-Through-Rate or CTR measures the number of times a potential customer clicks on a particular link. If you’re running an influencer marketing campaign, you can assign custom links with tools like Google Campaign Manager. So, use custom links assigned to each of your influencers to help you track their individual performances. You can also create custom links for Instagram Stories, ads, and bios to find out which works best. 

Tracking your CTRs is extremely important. A low CTR shows that users aren’t landing on your website, which could mean a weak call-to-action or wrong targeting. A high CTR means you have more eyeballs on your website, bringing your audience lower into the sales funnel.

Pastry chef: CTR as an influencer KPI

If CTR rate is low, one reason could be the result of bad design. If you’re running a campaign on Instagram or in any social media platform, great visuals go a long way. To help you create eye-catching campaign creatives, use apps like Instasize.

Choose from a selection of fonts and filters to make your calls-to-action pop or play with vintage film overlays to add flair.  

5. Referral Traffic

Referral traffic is the number of people who land on your page from a specific link. CTR and Referral traffic are the same in a sense that you can track them through customized links or UTM parameters.

Referral marketing campaigns using influencers are usually run by e-commerce brands to encourage followers to shop with a special discount code or landing page. In this case, referral traffic can be measured by the number of times an item was purchased using the special code or page. 

Camille Juan - Influencer marketing referral traffic

Content creator, Camie Juan (@camiejuan) invites her followers to click on the link on her Instagram bio to enjoy a special discount on Glossier products. 

Referral traffic - Influencer Marketing KPI

The link leads to a customized Glossier landing page called a “Glossier Rep Page”. The skincare brand partners with multiple influencers who usually advertise their Rep Pages on their personal profiles. Influencers themselves can track the performance of their pages as they receive a commission per sale made. 

6. Sales

Naturally, any brand’s ultimate goal is to make a sale. You want to find the conversion rates when your influencer program is geared towards sales. How much of your website traffic converted into paying customers? I

Also, when goal is customer acquisition measure in downloads, subscriptions, or sign-ups. From there you can calculate for your cost per acquisition. 

Influencer KPIs per influencer 

At the end of your campaign, it is critical to assess how each of your chosen influencers contributed to your campaign KPIs. In essence, everything in marketing is about A/B testing, including those influencers who you work with, so that you can ascertain your high-performing influencers and know who to engage with for your future campaigns. 

That is, metrics such as unique links , engagements, and number of referrals can show performance per influencer. Hiring an influencer is not a sure-fire way to hit targets, like any other marketing effort, it may take some trial and error to attain success.

So, don’t be afraid to try it out with different influencers and see who works best with your brand. 

Is Your Influencer Marketing Program a Success? 

Once all is done, look back at your objectives for collaborating with influencers. Were you able to reach your target KPIs?

It is crucial to go back to your original goals to help you zoom in on the relevant metrics. Don’t make the mistake of having too many target KPIs to begin with. A program should be focused in order to get the best results.

Look at how much you spent versus how much you gained. Compare the results to other marketing campaigns on different channels. This will give you an idea whether your campaign was a success or not. 

Don’t forget: You can continue assessing the success of your influencer engagement by repurposing content as an organic post on your socials or website. Aside from testing organic response, it is also a great way to maximize your partnership and get your ROI. 


Neal Schaffer is an authority on helping innovative businesses digitally transform their sales and marketing. Founder of the digital marketing consultancy PDCA Social, Neal also teaches executives digital marketing at Rutgers Business School and the Irish Management Institute. He is also the author of four sales and marketing books, including Maximize Your Social (Wiley) and the recently published The Age of Influence (HarperCollins Leadership), a ground-breaking book redefining digital influence. Download a free preview of the Age of Influence here.   


Keyhole helps marketers make data-driven decisions while streamlining their social media management efforts. On top of campaign tracking, influencer marketing, and social listening, you can also schedule and publish your social media posts, all in one platform.

Our customers report that Keyhole saves them 5 hours a week on gathering and reporting data, which translates into over $7,000 saved every year. 

Start your free trial today and work smarter, not harder

Introducing Social Publishing

Keyhole Publishing - Automate your social media marketing

Social Publishing is available with all Keyhole plans and trials starting on March 17th, 2021

Smart social media marketers know that it’s important to stay on top of trends, collect and gather insights, create audience-pleasing content and publish regularly. And yes! Doing all these things can take a lot of time.

At Keyhole, we want to empower social media marketers to simplify their processes as much as possible and keep them focused on making data-driven decisions. This is why we are so proud to release Keyhole Publishing this Wednesday.

Now, on top of planning a data-driven strategy, managing your social media campaigns, influencer marketing, and social listening, you can also schedule and execute your social content strategy.

All in one platform.

This will save you and your team hours of manual work every week. Also, having a single multi-solution tool will help you reduce costs. So, you’re one step away from working smarter, faster, and more cost-efficiently.

Read on to learn more about our new social publishing feature or try it now!

Social publishing and scheduling in a heartbeat

Social media platforms supported with Keyhole social publishing

  1. Facebook
  2. Twitter
  3. Instagram

Manage multiple social media accounts on one platform

We know how much of a headache it is to manage many accounts. With Keyhole, you can schedule and publish all your posts from a single dashboard. Using fewer tools to use and simplifying your process will make it easier for you to focus on your social media strategy.

Also, Keyhole customers are able to publish and schedule unlimited posts each month from all the accounts included in their plan, which could be anywhere from three to unlimited. Talk to our team to customize your plan, and get a solution that fits your needs.

Social scheduling to optimize your posts for maximum engagement

Keyhole’s profile analytics will tell you the best dates, times, and content to post to maximize your engagement. However, these may not always the best times for you.

Now, you can schedule your posts from your desktop or through the mobile app at the most convenient time for you, and feel relieved that they will be published at the best time.

Keyhole Social publishing- social media optimization

Simplify team collaboration

At Keyhole we know that teamwork makes the dream work, and it often takes a village to perfect our social media post. Collaborate with your team within the platform to create and schedule posts.

Say buh-bye to sending multiple rough drafts back and forth.

Why use Keyhole’s social publishing?

If you’ve used Keyhole before, then you know that we are as user-friendly as it gets. You don’t have to re-train your team or follow lengthy tutorials to get the most out of Keyhole. If you don’t believe us, check it out for yourself with a free trial.

Aside from being user-friendly, Keyhole will help streamline your social media insights and your social media output. And so, you’ll be able to measure each post with side-view analytics and see how your posts impact your overall social media strategy.

Take it from one of our superstar customers:

With Keyhole Publishing, we have been able to schedule our campaigns in advance across our multiple social media accounts, without losing the focus of our primary goal. It saves us time and helps us work together to create opportunities for meaningful engagement with our audience. Working with a clear social media calendar has helped us see holes in our campaigns even before the launch date. I would recommend this to anyone who is trying to engage consistently online.

Adam Clarke, Digital Engagement Manager at The People’s Church

What are the best practices for scheduling and publishing posts?

  1. Use Keyhole’s profile analytics to inform your content strategy. Get the insights you need to get better results from your audience, including best times to post, best content type, best hashtags to use, and many more.
  2. Plan and visualize your social media content strategy. Having a calendar view will allow you to map out all your posts, which will help you see your strategy at work and identify content gaps.
  3. Collaborate with your team. Make use of your team’s talents, whether there is a pun genius, a creative wizard, or a spelling-bee champion – having more eyes on your content is always a good idea.
  4. Analyze your posts, repeat what works, and ditch what doesn’t. Keyhole gives you insights from each post, as well as your social strategy across platforms. This way, you’ll always find new opportunities to learn and improve.

Take advantage of Keyhole Social Publishing with any of our plans to manage your social media strategy and execution on the same platform. Do you need enterprise-grade profile analytics? Speak to our team and we’ll create the perfect plan for you.


Keyhole is a Social Listening & Influencer Marketing Solution that helps marketers unlock data-driven insights. On top of measuring and managing your social media efforts, Keyhole creates simple, beautiful reports that you can share with your team and clients. Start your free trial today and get the insights you need to get more from your social media strategy

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