How to Become an Instagram Influencer: 13 Tips for Beginners

How-to-Become-an-Instagram-Influencer_-13-Tips-for-Beginners

Instagram influencers get paid to channel their creativity and post beautiful photos. Not to mention the free goodies and extra perks that come with holding an influential status on social media.

With all this considered, it’s no surprise that you want to join the ranks of famous Instagram influencers and start making money as a creator.

Before you dive in, however, keep in mind that becoming a social media influencer isn’t as easy as it looks from a distance. It involves months of hard work and consistency, so you have to be willing to commit.

This post gives you a detailed guide on how to become an influencer and monetize your influence on Instagram.

To simplify the process for you, we’ve divided the guide into three sections – prepping your account, growing your influence, and working with brands. Although the steps focus on Instagram, note that many of them can apply to other social platforms as well.

With that, let’s find out how you can start your journey to becoming Instagram famous.

Jump Links:

Prepping Your Account
1. Choose a Niche That’s Right for You
2. Decide on Your Ideal Audience
3. Have a Creator or Business Profile
4. Write a Compelling Bio
5. Have a Profile Picture That Represents You
6. Decide on a Feed Aesthetic and Stick to It

Growing Your Influence
7. Keep Your Feed Fresh
8. Prioritize Quality
9. Make the Most of Hashtags
10. Focus on Meaningful Engagement

Working with Brands
11. Decide on Your Rates
12. Have a Media Kit Ready
13. Find Brands to Work With

Prepping Your Account

1. Choose a Niche That’s Right for You

Becoming an Instagram influencer, or any social media influencer for the matter, requires finding a niche to focus on. To maintain authenticity, make sure you choose a niche that aligns with your interests and expertise.

In other words, it has to be something that you know a lot about and can discuss for hours without getting bored.

This is crucial if you want to eventually become an authority figure on a certain topic. The more passionate and knowledgeable you are on the topic, the more people will see you as a trustworthy source of information on said topic.

Plus, brands narrow down on ideal influencers based on relevance so choosing a niche can connect you with the right brand partners.

For example, Izzy (@infusedwithtea) is extremely passionate about baking and plant-based tea. So she regularly posts plant-based recipes along with eye-catching photos of her finished creations.

Instagram Influencers - Choosing a Niche

2. Decide on Your Ideal Audience

After deciding on your niche, think about the kind of people who would be interested in it. This makes it easier to understand your audience and find effective ways to connect with them. So you can decide on a content strategy and a personal brand voice that resonates best with them.

For example, Signe Hansen (@useless_dk) is a stylist and jewelry designer who promotes sustainable living and minimalism. She mainly targets women who love to look good but want to maintain a sustainable lifestyle. So her posts mainly consist of tips to style certain pieces of clothing in several different ways.

Instagram Influencers - Ideal Audience

3. Have a Creator or Business Profile

If you’re going to get serious about becoming a social media influencer, you have to get serious about your analytics too. To better learn how to grow your influence, you need to keep track of your audience demographic and how people are interacting with your content. So it’s crucial that you switch from a personal Instagram profile to a Creator or Business Account.

Instagram previously had only Business Accounts for influencers who wanted to analyze their performance on the platform. This allows you to:

  • Access Instagram Analytics to get data about your posts and followers

  • Add links to your Stories

  • Promote your posts as ads

However, it doesn’t let you go private on Instagram. Plus, since it isn’t specifically for content creators, it lacks a few features that would be of use to Instagram influencers.

It then introduced Creator Accounts that would allow Instagram influencers to access several exclusive features for content creation. With an Instagram Creator Account, you can:

  • Access the Instagram Creator Studio through desktop

  • Get creator-specific analytics insights such as engagement stats and follow/unfollow rates

  • Tag products featured in your Feed post

  • Filter your inbox to prioritize important messages

Keep in mind that you won’t have the option to connect your Instagram Creator Account with third-party tools. So this might not be a good choice if you plan on using analytics and scheduling tools from a third party. Otherwise, you can test it out and see if it meets your needs.

Check out our previous post to learn all about setting up an Instagram Creator Account.

4. Write a Compelling Bio

What’s the first thing you look at when you need to know what a particular Instagram account is about? Chances are, even before you scroll through the posts in their Feed, you’ll probably look at their bio.

Your bio gives people a summary of what your content is about and whether or not it’s relevant to their interests. So it’s the first thing that prospective followers (and prospective brand partners too) will look at to see what you typically post about.

That’s why it’s crucial to write a compelling bio if you want to become an Instagram influencer. Make sure it accurately describes what your account is all about.

Use keywords and phrases relevant to your niche for this, but don’t clutter the space too much as it can get difficult to read. Keep the information easy to scan and understand with a list format and/or non-text elements separating different sections.

For Instagram influencers, it also helps to include your contact info where businesses can reach out to your for enquiries. If you run a blog or have a project that you want others to see, don’t forget to include the link for that. In addition, make sure you use a voice that reflects your identity.

Check out the following bio from Jessica Clifton (@impactforgood), for example. She structures the information in a list format and uses emojis here and there. She’s also added her contact info and relevant links for potential brand partners.

Instagram Influencers - Influencer Instagram Bio

5. Have a Profile Picture That Represents You

Your profile picture is the first thing that can give people a glimpse of your account and content even before they visit your profile page. In fact, it could be the very thing that compels them to click on your username and check out your Feed. So it should be able to instantly captivate people and draw them in while also telling them a bit about you.

For example, a travel influencer could have a profile picture of them in a picturesque location, a food influencer could have a picture of them cooking or eating, and so on.

Meg (@meg.ikarp), an influential artist uses a self-portrait in her personal art style as her profile picture. This accurately represents what she does and what her personality is like.

Instagram Influencers - Influencer Personality

6. Decide on a Feed Aesthetic and Stick to It

How your feed looks as a whole leaves a lasting impression on your audience. An impressive-looking feed that feels cohesive will instantly draw in people. It’ll also show them that you’re serious about producing high-quality content so you’re worth following.

So one of the first things you have to do as a social media influencer is to decide on an aesthetic for your feed and consistently maintain it. Choose an aesthetic that fits your personality and reflects the mood you want to portray through your content.

For example, someone who wants to promote sustainable living and minimalist lifestyle will probably want a feed that looks clean, simple, and refreshing.

To maintain a consistent aesthetic in your feed, plan each photo ahead of time with your Feed in mind. In addition, try taking photos in similar lighting and use the same filters and presets when editing them.

For example, check out how Sam Ushiro (@aww.sam) consistently posts photos with bright and popping colors to give her Feed a sunny and playful aesthetic.

Instagram Influencers - Themed Feed

Growing Your Influence

7. Keep Your Feed Fresh

One of the best ways to grow your influence is by posting consistently and providing your followers with fresh content to engage with. Although there’s plenty of debate about the ideal posting frequency, try to post at least once a day. Even if that’s not viable for you, at least aim to provide your followers with a certain number of posts every week.

According to a study published on Social Media Today, posting more often on Instagram can decrease your engagement per post.

However, it increases your overall engagement, which can be crucial for gaining more visibility and attracting new followers. The study found that doubling your post rate per day gives you 1.6X more engagement.

8. Prioritize Quality

Although posting frequency is important, don’t sacrifice quality for the sake of posting more often. Quality should still come first because that’s the exact reason why people are following you instead of other Instagram influencers in your niche.

When we talk about quality, however, keep in mind that it isn’t just about posting high-resolution photographs (although that’s still essential). Rather, it’s more about publishing content that would be of value to your followers and your target audience.

Does it serve any purpose? Does it teach them something or entertain them? In other words, does your audience gain anything from your content?

For example, fashion influencers like Autum Rainn (@autumrainn) create content to provide their audience with style inspiration and fashion tips.

Instagram Influencers - How to Become an Instagram Influencer - Influencer Engagement - Relevant Hashtags - Content Creation

9. Make the Most of Hashtags

When it comes to Instagram, nothing drives content discovery better than hashtags do. If someone clicks on or searches for a certain hashtag, they’ll discover posts that use the hashtag in the caption or comments. This helps people find the content they’re interested in and connect them with relevant content creators.

In fact, John Koch of Tomoson conducted an experiment with hashtags on Instagram and found that they increased content visibility by 4,473%.

So if you want to grow your Instagram following, make sure you use highly relevant and popular hashtags to boost content visibility and eventually attract potential followers.

Instagram provides you with hashtag suggestions when you type in a related hashtag in the search bar. In addition to this, you can also use tools like Keyword Tool and Hashtagify to discover highly popular and trending hashtags related to your niche.

For example, see how health food influencer, Carissa Stanton (@broccyourbody) uses several relevant hashtags in her post. The post provides a recipe for a poke bowl and includes hashtags like #pokebowls, #diypokebowl, and #healthyrecipes. It received almost 10,000 likes.

Instagram Influencers - How to Become an Instagram Influencer - Influencer Engagement - Relevant Hashtags

10. Focus on Meaningful Engagement

While there are shortcuts to growing your following and increasing your engagement, those options are often unsustainable. They bring you followers and drive engagement, but only for a limited period of time. So it’s not a viable option when you want to build sustainable influence and become a successful Instagram influencer.

That’s why it’s crucial that you focus on attracting meaningful engagement right from the start. Avoid buying likes and followers, for a start, and don’t depend too much on contests.

Although running a contest can help you gain new followers, you don’t want people following you just because they want to win free stuff. So save this option only to occasionally reward your loyal followers or even to give your brand partnerships some traction.

Instead, focus on providing high-quality content consistently. Even if you don’t add to your Feed on a regular basis, interact with your followers through Stories. Use Instagram Stories to ask them questions or answer theirs, conduct polls, give them a glimpse of what your daily life looks like, and more.

You can even use the Keyhole Social Media Account Analytics to monitor your post performance and follower engagement. This will provide you with valuable insights and recommendations on how to drive better engagement with your posts. This tool analyzes your post data and suggests the best time to post, optimal post length, and more.

Instagram Influencers - How to Become an Instagram Influencer - Keyhole - Social Media Analytics

In addition, create more opportunities for engagement. Write captions that make people want to engage with your posts and comment on them. Share personal stories they can relate with and ask questions that they’d want to answer.

More importantly, don’t forget to return the favour and actively engage with people who engage with you. That means answering their questions or at the least, liking their comments. See how Joey (@shethespy) interacts with her followers and answers their questions.

Instagram Influencers - How to Become an Instagram Influencer - Influencer Engagement

Working with Brands

11. Decide on Your Rates

One of the trickiest parts about becoming a social media influencer is the part where you decide on how much to charge. It’s crucial that you have a clear idea of what a reasonable rate looks like considering factors like your follower count, engagement rate, niche, and content quality.

You can’t just expect brands to pay you $250 per Instagram post if you only have a few thousand followers who hardly engage with your posts. At the same time, you might want to reassess your value if you’re only charging $50 per post while having 500,000 followers who actively engage with your content.

Deciding on a reasonable rate helps you set a baseline for your worth as a content creator. Plus, it also helps you connect with brands that are the right fit for you because influencer pricing is often an essential criterion in their search.

If you’re not too sure how much is a reasonable rate, consider using the Instagram Money Calculator from Influencer Marketing Hub. This takes into account factors like followers, engagement rate, and average likes per post to give you an estimate of how much you should earn per post.

Instagram Influencers - How to Become an Instagram Influencer - IG Money Calculator

12. Have a Media Kit Ready

If you’re serious about becoming a social media influencer, you also need to prepare a media kit that will help prospective clients learn more about you. This is a digital portfolio that showcases your personal brand, work, and achievements. In other words, it’s the pitch that helps convince prospective clients to work with you.

Instead of creating different media kits for different social networks, you just need to create one that contains info about your stats across all platforms. It should include the following key details:

  • A bio that highlights your name, location, personality, interests, and other pursuits

  • A high-quality photo of yourself

  • Your contact info

  • Detailed follower and engagement stats across various social networks

  • A breakdown of your audience demographics

  • Previous campaigns you’ve worked on as well as testimonials from past clients

Try compiling all this info into an attractive visual presentation so that you stand out from the rest. Don’t forget to use color palettes, fonts, and images that fit your personal brand identity.

13. Find Brands to Work With

Next comes the part where you find brands to partner with. You can either reach out to brands directly or even join influencer marketing networks that can connect you with the right campaigns.

Make sure you’re picky about your partnerships no matter how desperate you might be to find work. Ideally, you should only work with brands whose values align with yours so that you can keep maintaining authenticity and credibility with your audience.

Maintaining Your Influence

As difficult as it is to build and grow your influence on Instagram, there’s no guarantee that you’ll get to keep it forever. So you need to consistently work towards maintaining the influence that you’ve built over the months and years.

For this, you should continuously measure your performance to see what works and what doesn’t. This will allow you to keep growing and adapting your content strategy based on what people want to see at that particular time. In addition, it makes it easier to provide your brand partners with visible results from the campaign so they can measure their influencer marketing ROI accurately.

Don’t forget to keep up with the trends and join in on trending and important conversations within your niche. Most importantly, keep interacting with your followers to engage them and build a loyal community.


Related Articles:

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To get a complete look at your social and performance data, sign up for a free Keyhole trial today.

How Much Instagram Influencers Cost: A Guide to Influencer Marketing Pricing

Nowadays, if there’s a single Instagram marketing strategy gaining momentum then that surely is influencer marketing.

If there’s anything troublesome about influencer marketing, it’s that there is definitely a bunch of marketers trying to determine Instagram influencer pricing. 

Yet, with the influencer marketing industry expected to be worth up to $15 billion by 2022, it seems marketers are left with no other option but to find their way around it. 

Тhis can cause a lot of headaches, but when you see the ROI come in from your influencer marketing efforts, it’ll make going through the trouble of pricing and budgeting for an influencer campaign worth it.

Still, there are many factors contributing to the overall influencer marketing pricing that can prove to be helpful in the long-run.

From understanding the different types of influencer campaigns you can plan, to the different types of influencers you can collaborate with – once you wrap your head around it, it all becomes more pragmatic and manageable. 

And that’s precisely what we’re aiming at in this text, so read on if Instagram influencer pricing intimidates you or if you’re not sure how to set pricing.

Jump Links:

What Are Influencers and Why Are They Important?

Types of Instagram Influencer Campaigns:
Giveaways 
Takeovers
Sponsored Instagram Content
Instagram Story
Instagram Post
Instagram Live
IGTV 
Gifting 
Brand Ambassador 
Discount Codes 

Different Instagram Influencer Tiers

Instagram Influencer Pricing Factors

What Are Influencers and Why Are They Important?

If you look up the definition of the term influencer on Google, here’s what you’ll find: 

In general, an influencer is a person or thing that influences another. 

In a marketing context, an influencer is described as a person with the ability to influence potential buyers of a product or service by promoting or recommending the product/service on social media. 

So, influencers are people who usually have a large number of social media followers, create engaging content and are in a position to influence others with their suggestions and recommendations. 

And when marketers decide to collaborate with influencers, that marketing strategy is known as influencer marketing strategy. 

Way back in 2016, Forbes called influencers celebrity endorsements. 

In fact, it seems influencers are so highly regarded, that their social media importance surpasses that of actual celebrities. 

And if you still have some doubts about the power of influencer marketing, consider the following 2020 influencer statistics: 

  • 70% of teens trust influencers more than traditional celebrities
  • 86% of women use social media for purchasing advice
  • Influencer marketing campaigns earn $6.50 for every dollar spent
  • Influencer marketing Is the fastest-growing online customer-acquisition method
  • 67% of marketers promote content with the help of influencers
  • 60% of consumers have been influenced by social media or blog while shopping at a store

As much as statistics and research data might be reliable, they aren’t helpful with certain practical aspects such as answering the question of how much does an Instagram influencer cost?

Types of Instagram Influencer Campaigns

The purpose of every influencer campaign is to raise brand awareness, reach new customers and generate more revenue. 

And social media is the perfect format to do so!

 Source: Mediakix 

In fact, when it comes to influencer marketing, Instagram is the leading social media channel. And, as such, it allows you several options to choose from for your campaign. 

Giveaways 

You may not have organized giveaways (yet), but one thing’s for sure – if you have an Instagram profile, you have definitely seen one at some point. 

Although giveaways are short-term, they’re quite popular and at the same time they’re a great way of raising brand awareness. 

Giveaways are orchestrated by giving an influencer your product/service to offer to their followers.

Entering and engaging with the giveaway involves followers tagging their friends, new users following the influencer’s Instagram profile as well as the brand’s profile. There are many different ways to enter giveaways.

Giveaways are significant, as they involve a lot of comments and likes; they increase the engagement rate and leave everybody satisfied.

The followers get a chance to win a free product, the influencer increases their engagement rate and following and the brand promotes its product/service, plus potentially gains more followers on Instagram. 

Takeovers

Takeovers are becoming increasingly popular, but they’re usually not the first part of an influencer campaign. 

Oftentimes, after a brand has gained confidence in a particular influencer, they would offer them access to their Instagram profile so that the influencer creates content for the brand. 

This can be a one-off engagement, or it can last for a longer period of time – it’s a mutual decision made by the brand and the influencer. 

Sponsored Instagram content is one of the most frequently used approaches when it comes to influencer marketing.

  Source: Mediakix

The success of influencer campaigns isn’t random. In fact, there’s a higher digital hierarchy when it comes to how well certain content formats are accepted. 

Based on the results presented in this graph, we can conclude that Instagram posts are the most influential content format (78%), followed by Instagram stories (73%). Instagram videos are fourth place (54%). 

All you have to do is come up with your campaign details, and get things moving.

And if you want to check the success of your influencer marketing campaign afterwards, you can use some third-party tools to help you.

For example, here at Keyhole, we assist marketers in finding potential influencers to partner with as well as measuring the impact of social media and influencer campaigns. 

Instagram Story

Instagram stories allow you to post and view visual and video content for 24 hours. Insta stories are great, because they allow you to… well, to really tell a story. 

Influencers can get creative, engage in visual storytelling and bring your brand closer to their following. 

Oh, and once you settle on how much the influencer collaboration will cost you, expect to get a higher price if you want your website’s link to be included in the stories. 

Instagram Post

Instagram posts can include a photo or a video. Instagram also allows you to post a photo carousel, with a combination of photos / videos, and more than one photo or video per post.

There are also post captions that allow you to express yourself below what’s being posted.  

In general, slideshow posts will cost you more than a single photo, and a video costs more than an image (it might cost up to 40-50% more). 

Instagram Live

Instagram live is another popular Instagram feature because it allows influencers to connect with their followers in real time. 

It makes the digital relationship stronger because followers can ask questions and get their answers right away, as well as request to get access in the live stream (depending on what format the influencer decides on prior to hosting the live event). 

Instagram live is also awesome because it puts both the influencer and the followers on the same level of communication, and it makes their interaction much more engaging and amusing. 

IGTV

IGTV  is a video feature on Instagram that allows users to upload vertical videos up to ten minutes long (or up to 60 minutes if you’re a verified user, but they have to be uploaded from a computer). 

This is a great feature if you want to talk about something in greater depth and open up a longer discussion. 

For example, if an influencer wants to talk about the brand’s latest clothing collection, they can post several photos and a couple of stories, but if they want to review each outfit and promote actual clothing pieces they have more freedom, time, and space to do so in an IGTV.  

Gifting

Gifting is pretty much self-explanatory. 

Usually, a brand would send a specific product to an influencer (oftentimes accompanied by a personalized message) and hope they’ll post the product and publicly thank the brand. 

This is called product seeding, and it’s done with the intention of getting brand recognition, proper exposure as well as getting clients willing to make a purchase. 

It’s also great for getting feedback – the comment section on Instagram is a great place to see if your product is yay or nay

Brand Ambassador 

Being a brand ambassador sounds like having a very formal title, but it’s again a straightforward collaboration, only meant to last a bit longer. 

Brand ambassadors usually share photos, images, videos and stories about your product for a certain amount of time, and they’re meant to be seen as those who use your product the MOST. 

For example, if you want to promote leggings, then a brand ambassador would post images of themselves frequently wearing those leggings while in the gym, riding a bike, exercising at home, and so on. 

Suggested ReadWhat is a Brand Ambassador? & How to Launch a Successful Ambassador Program

Discount Codes 

If the purpose of your campaign is to drive sales and stimulate users to make a purchase, then discount codes come into play. This is done with a so-called “unique” discount code.

Let’s say the influencer’s name is Stephanie, and her account name is fashion_with_Steph. The discount code can be something like Stephanie10.

So, the influencer can share the product that’s supposed to be purchased (or it could be more items, a whole collection, and so on), and share the discount code with their following. 

The results of this campaign (based on the number of purchases) can show if this was a successful campaign as well as assist you in deciding on the Instagram influencer pricing.  

This approach also lowers the difficulties in calculating your influencer marketing ROI.

Different Instagram Influencer Tiers

No one could undermine the importance of influencers, as according to Bernard Clive, every growing brand thrives on brand influencers and advocates. So, influencers can be the key factor when it comes to reaching the clients you’re targeting. 

However, the way you manage that is going to depend on the type of influencer you’re collaborating with. 

Believe it or not, there’s some digital hierarchy even within the influencers’ world!

Let’s dive into the specifics of it and see what each influencer tier entails!

Mega Influencers (1m+ followers)

Mega instagram influencers hold a celebrity status and have a following most Instagrammers can only dream of. 

They’re well-known in their niche, post high-quality photos, and shape popular culture. They’re the movers and shakers on Instagram. 

Partnering with a mega influencer might make your sales skyrocket, but it will require a huge initial investment on your part too. That’s why usually large brands tend to collaborate with them. 

They cost hundreds of thousands of dollars per post

A great example of a mega-influencer is Chiara Ferragni, the most-followed Italian influencer, who, as of April 2020, has 19.4 million followers on Instagram. 

She has been known to collaborate with brands such as Pantene, Calzedonia and even Lancome. She’s a leader in the fashion industry and even even has her own store. 

Macro Influencers (500k – 1m followers) 

Macro-influencers have a sizable following on Instagram, and they’re very appealing to brands because they don’t cost as much as mega-influencers do, yet they hold very similar social media importance as them. 

In other words, working with macro-influencers allows you to reach a huge audience without breaking the bank (which is highly likely to happen if you decide to collaborate with a mega-influencer, for example). 

They’ll usually request thousands of dollars per post.

A well-known travel influencer is Kiersten Rich better known as The Blonde Abroad, who basically changed the way travelers see travel. 

She organically grew her audience, has 564K Instagram followers, worked on producing high-quality website content as well as creating her own photo presets. 

She’s been known to collaborate with Murad Skincare, Pura Vida Bracelets, and Backcountry, to name a few. 

Mid-Tier Influencers (50k – 500k followers) 

Mid-tier Influencers are capable of securing expensive sponsorships, yet, they can’t reach the same amount as mega or macro-influencers can. 

Brands love them because they’re much more accessible than the higher influencer categories, yet they can deliver the same quality promotion. 

If you want to collaborate with a mid-tier influencer, expect to have to pay them anywhere from hundreds to thousands of dollars per post. 

Our mid-tier example is Alice Catherine, a UK based blog writer, very recognizable for her appreciation for vintage style in all shapes and forms. She has 207K Instagram followers. Alice has written extensively about fashion, skincare and has engaged in paid sponsorships as well as affiliate marketing. 

Micro Influencers (10-50k followers) 

According to some, micro-influencers are the gatekeepers of social media

They manage niche-specific communities, whereas larger influencers attract a broader audience (which again has its benefits too). 

Although micro influencers don’t have what you might consider a huge following (when compared to other influencer tiers), usually they have a very loyal and engaged following.

Micro-influencers are considered useful in raising awareness about new items and have been perceived as more credible than other groups.

In 2016, Bloglovin’ asked 2500 micro-influencers how much they typically charge per post on various platforms. The survey showed that 84% charged less than $250 and 97% charged less than $500 per branded post on Instagram.

These numbers show why micro-influencer collaborations have become so frequent – micro influencers provide great results at an affordable price.

Suggested Read: How to Find Micro Influencers on Instagram to Boost Sales

Take Jenn from Hello Rigby, for example. She has 25.4K Instagram followers

Both her blog and Instagram profile revolve around fashion, dogs and lifestyle in general. Her profile is full of images with her dog, colourful outfits, and engaging in fun activities, and she has worked with brands such as Target, Freshpet and Cold Stone Creamery. 

Nano Influencers (1-10k followers) 

According to a New York Times article, the best way to describe nano-influencers is the following: “everyone who’s on Instagram has that friend who is just really popular and is racking up ‘likes’ and comments and has great content”. So “that friend” would be a nano-influencer.

Nano-influencers tend to be open for collaborations and usually they ask for a minimal amount of money or a free product (sometimes maybe both) and that’s it. 

These are known as in-kind influencer partnerships. 

A good example of a nano-influencer is Bricely Liriano. She’s a lifestyle influencer and a fashion creator, as she likes to call herself. Bricely has advertised products from Aussie Hair USA, The Seaweed Bath Co., rue21, and so on. She has 9.618 followers on Instagram. 

Instagram Influencer Pricing Factors

As you might have noticed, we have not given you exact numbers so far.

That’s because of two reasons:

  1. Most influencers don’t share their fees publicly online.
  2. The price you pay is very individual and heavily depends on a couple of factors.

Number of Followers 

Usually, the more followers an influencer has, the higher the price. This is the case because the more followers one has, the larger audience the audience he/she can reach. 

However, keep in mind that many influencers have fake followers and that’s something to look out for in order not to be manipulated. 

Engagement Rate 

Besides the number of followers, another key factor to determine Instagram influencer pricing is the level of engagement. There’s a quick formula to calculate the engagement rate of a particular Instagrammer:

engagement rate formula
Engagement rate = (likes + comments) / followers x 100 

Usually, an engagement rate on Instagram between 1% and 3% is considered to be pretty good. In general, you’d consider the following questions: how often does the influencer posts on Instagram? Do they interact with their followers? If yes, how do they do it? Do they reply to questions, answer comments, engage in discussions? 

Knowing this is more important than you might initially think because it can determine if the post aimed at promoting your business will be seen by the influencers’ followers or not. 

Type of Post 

The influencer collaboration cost also depends on the type of content you want the influencer to create. 

Is it a single Instagram post? Are they doing a giveaway? Should they record a video? 

Think about which approach works best for your brand. Also take into account what the specific influencer you’re interested in has to offer and what kind of content has worked well for them in the past. Consider the influencer’s affinity with the brand too. 

Type of Product

The type of product also affects influencer pricing. 

For example, promoting a motorbike is definitely going to cost more than promoting yogurt. 

The first one asks for more logistics, open space, more in-depth planning, and so on. 

Direct Partnership vs. Through an Agency Partnership 

Are you directly contacting the influencer or you’re working with an agency? Both have pros and cons. 

An example of an influencer marketing package by Blixtiz 

For instance, if you decide to contact an agency, then you’ll have to pay both for the agency and the influencer (plus agencies usually offer fixed packages), but if you collaborate with an influencer only, then the terms of the contract are up to you and the influencer. Plus, you have greater freedom to negotiate. 

Suggested Read: Instagram Influencer Marketing: A Start-to-Finish Guide

Final Thoughts 

Instagram influencer pricing is indeed puzzling, and there’s always something to be added, mentioned or calculated. 

Granted, influencer marketing comes with its own set of challenges, but at the same time it’s a chance for marketers to show they are capable of overcoming them. 

After all, no influencer campaign ever came out without a dose of uncertainty, spontaneity and a deep trust in the marketing unknown. That’s how most collaborations are born anyway. 

Hence, Pantene has collaborated with Chiara Ferragni. Daniel Wellington has collaborated with Kendall Jenner. Morphe has collaborated with James Charles. 

What about you?

Who’s the next Instagram influencer you’re collaborating with? 


Related Articles:

What Type of Influencer is Best for My Campaign?

Influencer Marketing ROI: Calculate ROI and Maximize Your Social Impact


Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

Keyhole Social Media AnalBottleRock

How BottleRock Music Festival Amps Up Influencer Engagement with Keyhole

Updated on May 24th, 2020.

BottleRock is a Napa Valley music festival that aims to bring together the best of Napa culture- wine, music, food and more wine, in true Napa fashion.

Jump Links:

Identifying and Finding Influencers
Identifying Trends by Tracking Hashtags Year-Round
Sharing User Generated Content Live At Your Event
Optimizing Content

“When people come to Napa, the first thing that they think of is great wine. What goes along with great wine is great food, and what pairs perfectly with food and wine is music. Add beautiful rolling hills, vineyards, and world-class hospitality and you have what we call BottleRock Napa Valley.”

-Jasa Laliberte, Marketing Manager.

Jasa Laliberte for BottleRock for Keyhole

The festival was originally started in 2013, and by 2015 was selling out. In 2018, with an impressive lineup, festival tickets sold out earlier than ever before, spurring successful sales and a dedicated fanbase in the years of the festival after.

“We really focus a lot on customer experience, paying particular emphasis to our 4 different levels of VIP and providing an all-around amazing experience for the concert-goer from start to finish. In the same way that Napa provides such amazing hospitality, we try to do the same thing at our festival.”

Why Keyhole?

The marketing team at BottleRock accomplishes some pretty awesome feats through our tool year-round. Check it out! They include:

Identifying & Finding Influencers

Jasa’s team is able to regularly find and engage artists and influencers they didn’t know were speaking about BottleRock through Keyhole’s Influencers feature.

The ‘Influencers’ tab in Keyhole shows top users engaging with your hashtag or keyword, allowing you to engage with them and their content directly from the platform.

“Before Keyhole, I wasn’t seeing some of the bigger accounts that were talking about us. I just never knew they were out there being a positive influencer for us! So now I’m definitely looking into those people. We have kind of a daily ‘a-ha!’ moment with Keyhole.”

Identifying Trends by Tracking Hashtags Year-Round

According to Jasa, Keyhole’s biggest impact is saving time by clearly depicting cross-platform data.

We asked Jasa what she did before Keyhole, to which she laughingly replied, “Well, I had lots of spreadsheets!”

“The biggest thing that’s been helpful for us is being able to actually see our overall impressions online. The data was on different platforms and we were not able to see what other people were saying about us very easily. Now we are actually able to put a number and a statistic behind it.”

By tracking relevant hashtags and keywords year-round, Jasa’s team is also able to identify relevant trends as they happen, and adjust their marketing strategies and event accordingly.

“The biggest things are the analytics behind it, the numbers. We’ve tracked hashtags for the last 5 years, but we’ve never done it all year round–so it’s been beneficial for us to see different trends and quantify them.”

By being able to identify trends and track keywords and hashtags, it brings numerous benefits to the team by being able to measure reach and engagement, benchmark against competitors or other similar festivals, as well as track how people feel about milestones such as lineup announcements. 

Sharing User Generated Content Live At Your Event

Keyhole offers a Media Wall feature that’s extremely easy to moderate, and allows your audience to share content and connect on any sized screen. 

Whether it’s a massive jumbotron or simply a mobile app, help your event attendees connect and share experiences through the Media Wall feature. 

BottleRock uses Keyhole’s Media Wall to live stream content that festival attendees share on their social media to enhance the experience.

The team can also control what is actually being displayed on the Media Wall with the handy moderation feature – filtering out any content that may be inappropriate or irrelevant. 

Optimizing Content

Lastly, Keyhole helps with content creation by giving insight into the types of conversations users are having.

Keyhole’s word cloud for the ‘#BottleRock’ Keyword tracker shows what else people discuss when talking about Napa online.

“It is influencing our strategy. As we are moving to figure out specific copy and content, we are looking at what we’re putting out there in terms of hashtags and keywords, and figuring out what themes and trends we are seeing…what is being engaged with the most. We try and find that theme and replicate it.”

The word cloud helps to identify relevant themes and topics that can bring insights into marketing strategies by shining light on subjects that are also being buzzed about. 

Keyhole Streamlines Marketing Processes

Overall, Keyhole’s data has helped BottleRock’s marketing team save time and simplify their processes, allowing them to focus on what’s most important: creating unforgettable festival experiences and selling out year after year.

What can Keyhole do for you? Sign up for a 3-day free trial and find out!


Related Articles:

Broadcast and Media Companies: Improving Performance with Social Media Analytics

How NBC Universal Uses Keyhole to Flag Security Breaches


Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

How Do I Calculate ROI of an Influencer Marketing Campaign?

Influencer marketing is one of the fastest-rising trends in marketing. But how do you calculate the ROI of an influencer marketing campaign?

If you’re new to the concept, influencer marketing is the collaboration between a brand and a content creator with a large social media following. The influencer endorses the company’s product or service in exchange for compensation.

Jump Links:

Why Should You Calculate Influencer ROI?
What Influencer ROI Metrics Can You Track?
Influencer ROI Formula and Calculation

Why Should You Calculate Influencer ROI?

Calculating the ROI of your influencer marketing campaigns will help you understand the impact of an individual influencer, or your influencer marketing efforts as a whole.

Knowing the ROI of any investment will also help you report to key stakeholders on the results of your campaign.

This will also help you determine what you can reasonably afford in terms of influencer compensation.

What Influencer ROI Metrics Can You Track?

Before you can calculate your influencer marketing ROI, you must determine your campaign goals.

What does success look like for your influencer campaigns? Here are some key metrics you can track:

  • Brand Visibility Metrics:
    • Reach, impressions, followers, and website traffic
  • Social Engagement Metrics:
    • Interactions (e.g. likes), comments, and shares
  • Conversion & Sales Metrics:
  • Leads, newsletter subscriptions, downloads, eCommerce sales, and revenue generated

For any of these metrics, you can either track the stats on influencer posts (e.g. tracking revenue through an affiliate link), or you can look at the timeframe shortly after your influencer has posted to measure their influence.

Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

Influencer ROI Formula and Calculation

The influencer marketing ROI formula /calculation is:

ROI (Return on Investment) = Net Return / Investment x 100%

Net return is most simply expressed as your profit, but calculating your returns won’t always be as easy as tracking revenue. If your goal metrics are impressions or engagements, you will have to modify the calculation to work for you.

Typical investment costs include time or labor, influencer compensation, product supplies, marketing agency expenses, and social media tracking tools.

For example, if you’re an e-commerce brand and you invest $10,000 in influencer marketing and then see $30,000 in eCommerce sales directly attributable to your influencers, that’s a 200% return on investment:

ROI = ($30,000 – $10,000) / $10,000 x 100%
= $20,000 / $10,000 x 100%

= 200%

How to Track Influencer ROI

Luckily, influencer analytics tools like Keyhole make it easy to identify the best influencers for your brand and then track their performance.

To start tracking your influencer ROI, start your free Keyhole trial today.


Related Articles:

How Do I Calculate Social Media ROI?

Influencer Marketing ROI: Calculate ROI and Maximize Your Social Impact


Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

What Type of Influencer is Best for My Campaign?

Working with social media influencers is a rapidly growing and highly effective marketing tactic.

It’s a quick way to gain trust and visibility with an audience thanks to the opinion or voice of someone they already trust.

The challenge, however, is identifying which type of influencer is best for your social media campaign.

Jump Links:

Celebrity / Mega Influencers
Mid-Tier Influencers
Micro-Influencers
Nano-Influencers

Celebrity or Mega Influencers: 500K+ Followers

Celebrity or mega influencers are your traditional celebrities with hundreds of thousands or millions of fans.

This group includes tv and movie stars, athletes, models, musicians, or the occasional professional influencer who’s struck it big.

Best for: High-budget campaigns looking to reach a huge mainstream audience. Celebrity influencers are most likely to work with major international brands.

Mid-Tier Influencers: 100K – 500K

Social media influencers in this middle tier are what most people refer to when they’re discussing pure “social media influencers.”

They have hundreds of thousands of followers on at least one social platform, and they’re often popular just for their personalities, photos, or interesting lifestyles.

Best for: Medium-to-high budget campaigns aimed at a large, but slightly more niche audience. These influencers live off endorsements, so they’re still likely to command top dollar.

Micro-Influencers: 10K – 100K

Micro-influencers have a more moderate following, but often share a tighter bond with their audience. Their popularity is most often due to being highly personable and interactive with their audience.

Their content is more focused on a single genre, like fashion, sports, pop culture, or food, which makes them popular with a niche audience.

Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

Best for: Highly targeted campaigns targeted at a niche audience. These influencers are more likely to resonate with their niche audience, but they may be harder to find or sign to partnerships, and you likely need to work with more than one to make an impact.

Nano-Influencers: 1K – 10K

Nano-influencers are like micro-influencers, but with even fewer followers. Their audience is even more hyper-focused on one niche.

Best for: Low-budget campaigns targeted at an extremely niche topic. These campaigns will likely need to engage with tens or hundreds of nano-influencers to achieve considerable reach.

How to Identify and Track the Best Influencers for You

Keyhole offers influencer tracking tools that allow you to identify and measure the influencers that have the biggest impact on your brand.


Related Articles:

Instagram Influencer Marketing: A Start-to-Finish Guide

How to Find Micro Influencers on Instagram to Boost Sales


Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

The Top 5 Social Media Strategies For Marketing Success in 2020

What activities do you need to include in your social media strategy to stay on top of your game in 2020?

We’ll reveal the top 5 strategies you can implement into your current marketing tactics for success throughout the year.

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Social Media Strategies in 2020

1. Use Contests to Get and Stay on the Radar
2. Create Deeper Connections with Video
3. Boost Sales with Augmented Reality (AR) 
4. Get on the Micro-Influencer Marketing Bandwagon
5. Go Beyond Twitter, Facebook and Instagram

Social Media Strategies in 2020

According to the latest statistics, there are 3.8 billion active social media users as of January 2020. This is a 9% increase compared to the same time last year. 

Translated into numbers, last year alone, 321 million new users have joined social media platforms worldwide. 

With social media exhibiting an upward trend several years in a row, it’s clear why brands invest a lot of time and effort into creating an effective social media strategy. 

Effective social media strategies consist of a series of steps that reflect your goals and what you plan to achieve on social media. 

Noting down your goals into a comprehensive social media strategy will allow you to track your success and identify areas of improvement. 

Naturally, for a social media strategy to be effective, it has to take into account the latest social media trends…

… which is where we come in.

Below, we’ll share a couple of social media tips that will help you run more effective marketing campaigns, build better customer relationships and ensure that you make the most out of your social media efforts in 2020.

1. Use Contests to Get and Stay on the Radar

You’ve surely stumbled upon a social media contest in the past, or maybe even organised one yourself. 

Social media contests are a proven way to get the word out, get people interested in what you offer, and boost your followers count.

Over the past couple of years, social media contests have been especially effective when done in a collaboration with an influencer.

In 2020, things are going to change.

As more brands make the shift towards enhanced customer service and two-way communication, contests and giveaways will remain as relevant as ever, but their main goal will no longer centre around increasing the number of likes and followers alone. 

Instead, brands are actively starting to use contests as another way to provide something of value to their audience, and not only get on the radar of potential consumers – but stay on the radar as well.

Social media contests can help you:

  • Increase brand awareness and remembrance 
  • Grow your email list
  • Drive more traffic to your website/blog/social media platform
  • Get to know your audience
  • Educate your potential customers 
  • Increase sales
  • Get people to test your products 
  • Reward your loyal customers

… and more!

Most importantly, you do not need to sell physical products to be able to organise a contest. 

Are you a growth specialist helping people that want to start their own business to go from idea to execution? You can offer a free 30-minute consultation call, or free access to your mini-course.

Or maybe you’re a public speaking coach helping people to grow their business through speaking? Why not run a contest and offer some of your resources for free to the lucky winner?

Best of all is, although you give away some of your products/services for free, contests create the perfect opportunity to gain more trust and upsell potential customers when they already have your attention.  

You can use several contest formats including, but not limited to: follow to enter, tag a friend to enter, like to enter, comment to enter, share to enter, vote to enter, take a photo to enter, or any combination of these call to actions.

Neil Patel has discussed this into more detail, so make sure to check out his blog How to Use Contests and Giveaways to Get User-Generated Content.

2. Create Deeper Connections with Video

You’ve surely noticed that various social media platforms have started kicking off more features allowing you to share video updates with your audience. 

YouTube is huge right now, Instagram encourages its users to share instant updates with Instagram Live, and longer form content with IGTV, and of course, there’s the rising phenomenon – TikTok. 

It’s always been widely accepted that visuals drive more engagement, and video enables you to talk to your users directly and make a deeper connection.

It also allows you to share the same information you would otherwise share in written form, in a much more engaging way.

One of the most powerful ways to drive more engagement and get immediate reactions/feedback is live streaming on social media.

Live streams allow you to cover events, pick or announce contest winners in real time or create buzz around a product during its launch phase.

Social media users appreciate the “raw” quality and “realness” of social media videos, so today, everyone can become a content creator, even without the support of a team of professionals.

Check out how one of the leading project management apps Asana, are using videos to show their users and potential customers ways to use their tool to improve productivity and performance.

And of course, many brands who are marketing to younger audiences have already started adopting TikTok.

Take Guess, for example: their #inmydenim campaign targeting Generation Z has gone viral with 41.3M views.

3. Boost Sales with Augmented Reality (AR) 

Social media platforms have made the shift from being a place where people can keep in touch with friends and family to a place where users hang out to stay up to date with the latest developments, get inspired and discover new products.

We all know that social networks influence what people buy online – buyers can easily compare products, read user testimonials and browse new items using social media platforms. 

However, over these past couple of years, social networks have started kicking off new features that allow users to shop on social media as well.

Pinterest’s Shop the Look feature allows users to get instantly redirected to the checkout page, where they can immediately turn their inspiration into a purchase.

Similarly, Instagram leads the way allowing brands to not only sell on social, but also to pair social shopping with influencer marketing.

Check out the following Shoppable post by Revolve:

According to Civic Science’s Trend Adoption Tracker, the number of people who shop through social media “has increased by 8 percentage points since Q4 in 2018”.

At the same time, everyone seems to be talking about AR and how it will shape the future of shopping.

Up until now, a lot of people were visiting stores to see, touch and try on the products before they go back home and order them online, resulting in a complex path to purchase consisting of several touchpoints both in physical and online stores.

This trend among shoppers who are still used to seeing the products before buying them online has been affecting the way retailers do business. 

In the future, we can expect that a lot of retailers will transform their brick and mortar stores into showrooms, where people can see and try on the products, and then buy it online. And second, the latest developments in AR will allow customers to get the same experience – online.

In the past, Facebook and Instagram have launched AR filters, allowing users to try on products from selected advertisers to see how they fit before they make a purchase decision.

These AR tools have been limited to the platforms’ early partners in the cosmetics and eyewear industry, including NARS, Mac, Warbly Parker, and Ray Ban. 

These AR tools are still in the testing phase and are limited to some advertisers. 

However, it’s now possible for anyone to create their own filters using Spark AR Studio, so go ahead and download the app to get acquainted with what it can do, and see if there is a way for you to leverage AR to make your consumers’ online experience more engaging and fun. 

For more information on the current use of AR on social media, as well as the benefits brands can expect to see from incorporating AR into their branded experiences, check out the key takeaways from Business Insider Intelligence’s AR in Social Media Report.

4. Get on the Micro-Influencer Marketing Bandwagon

Despite what naysayers claim, influencer marketing is on the rise, and is expected to grow even more in 2020. 

To stay relevant and get discover by new audiences, brands need to start partnering up with content creators who are loved and trusted by their communities.

But how can small brands afford to pay influencers?

This is a common objection raised by businesses who still equate influencer marketing to celebrity endorsements, while in fact, an influencer can be even someone with 1000 followers.

There are 5 influencer tiers: Nano, Micro, Mid-Tier, Macro and Mega influencer.

You can see the number of followers an influencer needs to belong to a particular tier on the infographic below: 

Source: MediaKix

Lately, many brands have started stepping away from mega influencers and instead, they’ve started to collaborate with smaller creators who have an audience between 10K and 100K followers.

Unlike mega influencers, who have such a large following that they’ve reached a celebrity status, micro influencers have a more genuine relationship with their community and as a result they have a lot of true fans that trust them and their judgement.

One great example that illustrates how successful a strategy based on micro-influencer collaborations can be is Swedish watchmaker Daniel Wellington. The brand’s strategy centres around partnering with micro influencers from all across the world.

The results?

Daniel Wellington has become one of the most well-known brands on social media. 

Daniel Wellington are also encouraging their customers to share pictures of their Daniel Wellington timepieces to get a chance to be featured in their #DWPickoftheDay. This is a great example of a contest where the brand doesn’t offer a physical product, and still manages to incentivise their followers to enter by offering them exposure.

On our blog, we’ve been talking about influencer marketing a lot lately, so if you wish to explore the topic into more depth, here are a couple of resources to consider:

5. Go Beyond Twitter, Facebook and Instagram

The key to staying relevant is keeping up with your audience, their interests and habits.

One of the things that you need to track are the social media platforms where your target audience spend the most of their time. 

Although there are a lot of new social media platforms appearing, and it’s impossible for you to be present everywhere, you need to assess which platform has the biggest potential based on your line of business and audience. 

For example, a lot of brands focus on the most widely known social media networks: Twitter, Facebook and Instagram, while overseeing other networks like LinkedIn, Pinterest and as of recently, TikTok.

Depending on your brand and what you sell you might want to consider experimenting with some other platforms which might not be that popular in terms of advertising but may prove to be very effective for you and help you reach new, engaged audiences.

Pinterest, for example, is a great platform for interior design companies, since a lot of people browse Pinterest for home décor inspiration. 

TikTok, on the other hand, has an algorithm that allows for a large organic reach, even if you’re just starting out.

LinkedIn has also rolled out some new features, including banners and CTAs and is a great place for brands who are looking to provide extra value to their audience, since LinkedIn’s algorithm is tailored in favour of long, informative content. 

That’s why we’ve been seeing a lot of B2B and SaaS brands focusing on LinkedIn as the core of their social media strategy. 

Whatever social media platform you use, you need to talk to your audience and make the shift towards a two-way communication. You can do this by using videos, organising contests, throwing events, or simply by sliding into your consumers’ DMs.

Final Thoughts

The social media landscape is changing every day, and with new features kicking off and new social media platforms gaining popularity it can be hard to develop social media strategies.

However, if we take a better look, all these changes and features have one thing in common: they’re developed to help brands drive more engagement, start conversations and provide more value to their customers.

So if we have to sum this up and give you a single tip to follow in 2020, it’s this: 

Be creative, but do not follow trends blindly, and instead, invest in those things that are in line with your brand and are appreciated by your audience.


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free and search your brand.

Influencer Marketing ROI: Calculate ROI and Maximize Your Social Impact

It can be difficult to link your marketing spend back to calculating influencer marketing ROI.

Unless you’ve been living under a rock or haven’t been actively participating in the digital world, you have no excuse whatsoever to not be familiarized with one of the most effective and accessible marketing strategies to date.

Put simply, influencer marketing is a form of marketing where a content creator with a sizeable follower base endorses a product or a brand in exchange for some form of compensation. 

Yet, influencer marketing is so much more than teaming up with an influencer, sealing a deal, and promoting your brand. 

Leading ways influencers are compensated for their involvement in marketing campaigns in the United States as of March 2018. Source: Statista

In reality, it’s a marketing strategy that requires detailed planning and proper implementation. 

And while you may be great at crafting a goal-driven influencer campaign, you might struggle with calculating your influencer marketing ROI just like many others. 

Suggested Read: Influencer Marketing: An Expert Guide On Marketing’s Next Big Thing

Jump Links:

The Significance of Influencer Marketing
What Metrics Can You Track?
Initial Investment Costs
Tools to Calculate Influencer Marketing ROI
Influencer Marketing ROI Formula

The Significance of Influencer Marketing

While calculating your influencer marketing ROI may seem like a daunting task (and we don’t deny that it can be!), and this discourages you from using influencer marketing in your marketing strategy, allow us to change your mind. 

Why?

Well, influencer marketing can be one of the best digital strategies that has ever happened to your brand – if done correctly. 

But if you want to understand influencer marketing and influencer marketing ROI, you have to understand influencer marketing statistics first. 

Let’s take a look at some of the key findings from the “Influencer Marketing 2020” report: 

  • The majority of consumers express a preference for influencers who create authentic, engaging content.

  • 90% of marketers say proving authenticity is critical to the future of influencer marketing.

  • 85% of marketers say engagement data is the biggest metric of success for influencer marketing.

  • ‘Fake followers’ ranks as number one concern within influencer marketing.

  • 100% of marketers agree that ‘relevance’ is the most sought-after attribute in influencers.

  • Proving the ROI of individual influencers is a big challenge for 84% of marketers.

Indeed, influencer marketing can be one of your most valuable tools – a social media post or a video by an influencer can boost your brand’s sales in the wink of an eye.

In turn, this affects your social media ROI, as well as your overall brand image and reception. 

What Metrics Can You Track? 

What makes influencer marketing so versatile is its ability to suit the needs of both new and well-known brands. 

A successful influencer campaign not only leaves the influencer and its target group happy, but it generates a satisfactory ROI for the brand too. 

Data shows that on average, brands are making $6.50 for each $1 spent on influencer marketing.

So, how can you make sure that you’re getting the influencer marketing ROI you aim to capture? What metrics can assist you in getting there?

Determining Campaign Goals 

An influencer marketing campaign without predefined campaign goals is a campaign not worth pursuing. 

Measuring your campaign’s success along with your influencer marketing ROI is impossible if you don’t outline your campaign goals first.

Here are a couple of KPIs you can set while planning your influencer marketing campaign:

Brand Visibility 

Influencer marketing is an amazing way to promote your brand and increase its visibility. And what better way to do so if not by collaborating with an influencer suitable for your brand’s niche? 

No one can create more buzz around your brand and products than an influencer can. 

Want to get people talking about your brand?

All it takes is for an influencer to post an image of your product, or mention it in an Insta story!

Influencers have the power to both turn new brands into overnight success and strengthen the power well-known ones already have. 

It might sound too good to be true, but practice shows that influencers are able to help a brand boost awareness and deliver tangible business value. 

Don’t take our word for it – check out this list of 5 brands that became famous thanks to influencers.

Noticing the impact an influencer campaign has had in terms of brand visibility is easy: all you need to do is monitor your traffic, engagement, and follower count 24 hours after an influencer has published new content (about your brand, obviously).

Social Engagement 

Collaborating with influencers can drastically boost your social media following. This in turn may very well impact your social media ROI as well. 

Let’s say you’re selling notebooks and planners, it’s December 2019, and one of your key upcoming products is a 2020 planner. You partner up with an influencer who might organize a planner giveaway on Instagram, for example. 

The influencer will most probably link your Instagram profile too or even your official website, so that you get extra exposure and website traffic. 

The increase in social engagement will get your brand on the radar of people who haven’t heard about you before, and show you how your potential audience perceives your product. 

To see the actual value an influencer provides in terms of audience engagement, divide the total compensation an influencer receives for a campaign by the number of interactions generated by a specific piece of content.

Conversions & Sales 

One of the most important aspects of any digital campaign is its ability to drive sales. 

Influencers are authority figures in the digital world, so when a particular influencer promotes a specific brand, the brand gains greater importance and validation.

If a well-known influencer wears a specific hat – the followers want to have the very same hat; if the influencer eats at a newly-opened place, the followers want to visit the same place; if the influencer promotes a new face cream, the followers want to have it as well. 

You get the point. 

It goes without saying that an influencer’s endorsement is highly valued, and getting one is one of the fastest ways to 1. get more people interested in your products, and 2. get more people to buy. 

Suggested Read: Writing Instagram Captions that Convert: Content, Formatting, and Hashtags

There are a couple of ways you can track the effect an influencer has on your sales:

  • Provide them with a custom discount code. 
    The influencer will share this code with their followers, offering them extra discount if they use it when making a purchase. Usually, these codes last for a certain amount of time (a week, two or a month), and allow you to see exactly how many people bought a product after learning about it from an influencer.
  • Create a unique affiliate link.
    Usually, when buying through an affiliate link, the buyer doesn’t get any discount, but the influencer will receive a commission for every purchase made through their link.

  • Set up a landing page unique to the influencer.
    This works similarly to affiliate links – you set up a unique landing page for the influencer that the audience uses to make their purchases.

It goes without saying that understanding the impact an influencer has on your engagement and conversions is the only way you can determine if the campaign costs are justified. 

It’s also the only way you can compare between influencers and choose a partner that makes you more money than you spend…

… which takes us to our next point: the costs of running an influencer marketing campaign.

Initial Investment Costs 

Time 

Influencer marketing campaigns are some of the most time-consuming campaigns you can undertake. 

Not only does the actual planning take a lot of time (and a lot of nerves too!), but what comes after the actual campaign is over (calculating your social media ROI, for example) can be an equally daunting task. 

Influencer Compensation 

Figuring out how much you should pay an influencer can be quite a challenge, especially because the expected monetary sum seems to constantly be changing. 

On the one hand, you might want to be generous to those promoting your brand, but on the other hand you also don’t want to break the bank now, do you? 

If you’re not sure how much of your budget you should allocate to influencer marketing, take a look at the following blog that gives a brief overview of influencer rates on different platforms:  Influencer Marketing Pricing: How Much Does It Cost in 2020?

Product Supplies

Besides paying influencers for promoting your brand, you might also give them a free sample product.

What a lot of brands usually do is they give influencers a fixed budget and they’re allowed to choose products up to that amount. 

So, if you’re selling sports leggings, for example, you might allow the influencer(s) you’re collaborating with to choose leggings (of their own preference) up to a certain sum of money. 

Marketing Agency Expenses 

If you’ve contacted a marketing agency to help you find adequate influencers for your campaign, you also have to pay them for the service. 

This puts off many people from actually contacting a marketing agency. However, partnering up with a marketing agency could prove to be useful in the long run – marketing agencies already have prior experience with certain influencers, and they might even offer you package deals. 

Tools to Calculate Influencer Marketing ROI

If you’re running an influencer marketing campaign, chances are sooner or later you’ll realize you need extra tools to assist you in the process. 

Indeed, human communication is key when it comes to influencer marketing campaigns, however, human planning is simply not enough. 

Luckily, there are more than enough tools to assist you, and while some may be better than others, there’s something for everyone’s needs. 

Here are our top three picks: 

1. Google Analytics:

A great tool to have even when you’re not running an influencer marketing campaign.

What makes Google Analytics so amazing is that it gives you absolutely free tools that allow you to closely analyze your business data – you can do so in one place, which makes it a super user-friendly tool.

Besides, tracking your social media ROI using Google Analytics is now easier than ever. 


You can use it to track your referral traffic along with track lead and sales conversions. Tracking your referral traffic is especially significant, as that’s the component that shows you which influencer is responsible for driving the most traffic to your site.

What’s more, Google Analytics has five standard campaign parameters you can use in each social post’s URL: 

  • utm_campaign 
  • utm_medium 
  • utm_source 
  • utm_content 
  • utm_term

A fun fact: did you know that there are at least  29,134,826 live websites using Google
Analytics?

2. Keyhole:

Yes, we’re also a great asset to your influencer marketing campaign!

Influence your influencers is our motto, and we can help you fully understand how much each influencer you’re collaborating with impacts your campaign on the whole. 

More specifically, we focus on calculating how much each influencer contributes to the engagement, reach, as well as the impressions that your brand and the overall campaign are receiving. 

Our user-friendly dashboard outlines each aspect, and you’ll know where you stand at any given moment.

Plus, making use of our Influencer Tracking feature will help you gain valuable insights into your influencers social media accounts. What’s more, we help you discover not only new, but highly relevant influencers for your niche. 

A fun fact: we even offer a free trial! Try it here.

3. Snovio:

One of the most useful tools in finding contacts you need, but don’t have.

It allows you to be in complete control over your lead generation process by offering the following features:

  • Domain Email Search 
  • Email Verifier 
  • Email Drip Campaigns 
  • Email Tracker for Gmail 
  • Professional Email Search 
  • Technology Checker 

A fun fact: Snovio currently has more than 370,000 active users on board!

Influencer Marketing ROI Formula 

Okay, now that we’ve established what the costs of influencer marketing are and some of the KPIs you can track, let’s talk about calculating the overall ROI of your campaign.

Calculating ROI is by no means simple. 

In fact, it’s the most challenging aspect of the whole influencer campaign. However, there are simplified ways to approach it and measure it. 

You can calculate your ROI using the following formula:

ROI (Return on Investment) = Profit Return /Investment x 100

Let’s say you’re running an eCommerce platform selling cosmetics and you decide to invest $5,000 in an influencer marketing campaign. 

You make the plan, you find a proper influencer to partner with, you decide on the social media platform you’re going to go for, and eventually you generate $10,000, which looks like this: 

ROI = $10,000/ $5,000 x 100 = 200% ROI  

We’re aware that this is a rather simple example, and in practice measuring your ROI can pose a real challenge. 

However, each new influencer campaign will demand a new ROI approach anyway, and while it gets easier with experience, you’ll always have to adjust to the current situation. 

Final Thoughts on Influencer Marketing ROI 

Whether you’re supporting it or not, influencer marketing is here to stay.

And while calculating your influencer marketing ROI may be tough, it’s absolutely worth it. 

Most influencer campaigns transcend the traditional social marketing strategies that deliver more or less expected results – with influencer campaigns all it takes is to forget the digital rules and simply have a leap of marketing faith.

It’s been alleged that 17% of companies spend over half their marketing budget on influencers.

What about you? How are you spending your marketing budget this year?


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free and search your brand.

Social Media Trends to Track in 2020 and Beyond: Marketing Tools, Content, and Strategy

Predicting the future of social media trends isn’t easy, but that’s precisely what makes it so much fun! 

For example, Facebook was expected to lose its overall social media dominance. Yet, it’s 2020, and Facebook still remains the most widely used social media platform.

At Keyhole, social media is our bread and butter, and our team here works hard to stay up to date with all the key social media trends. 

We have a good idea of where social media trends are headed in 2020. And best of all…

… we don’t mind sharing our secrets.

Jump Links:

Social Media Trends:

1. Content is (Still) King
2. Visual Content Continues to Dominate
3. Influencer Marketing is Still Going Strong
4. Customer Service is More Important than Ever
5. Things Are Changing

The Top Social Media Tools to Consider in 2020:

1. Keyhole
2. Kicksta
3. Audiense
4. AgoraPulse
5. Meet Edgar

Here are the trends to keep an eye on in 2020 and some relevant social media tips and tricks to help you navigate your digital journey better. 

1. Content is (Still) King

Social media platforms continue to update their algorithms in order to show the most relevant content to social media users. 

Sure, you can pay for some extra exposure, but ads can only do so much for you. The only way you can retain visitors and turn people who stumbled upon your content into prospects is by providing them with enough value.

Here are three things to keep in mind in 2020:

1. Choose Your Platform Strategically

Choosing the right social media platform is more difficult than it seems, and more important than what you might initially think. 

It’s essential that you understand the function of each platform, so that you know which one suits you best. 

Let’s say you’re running a food blog, and your content revolves around posting recipes and food images. 

You wouldn’t choose Twitter to be your main platform now, would you? 

You’d probably opt for Instagram, as it provides a neat balance between image focus and shorter text descriptions (e.g. you could post an image of your cooked meal, and provide the recipe below). 

Suggested read: Writing Instagram Captions that Convert: Content, Formatting, and Hashtags

2. Repurpose Content… The Right Way

Besides understanding each platform and choosing the right one(s) for your brand, skip cross-posting the same content as much as you can.

Yes, you read that right!

Posting the exact same content across all the platforms you’re using makes you look lazy, non-creative and repetitive. 

We’re not saying that you can’t repurpose content (in fact, you should!), but each social media platform has its own audience, content strategy, as well as different areas of focus and specific writing styles.

Something that works well on Facebook may turn out to be a complete disaster or come across as unprofessional if you publish it on Linkedin. 

Here are some great pieces on repurposing content that might help you get started: 10 Ways To Repurpose Content For Social Media and Ins and Outs of Repurposing Content for Social Media Posts.

If you aren’t sure how to approach this, you can always hire a social media expert to guide you. 


3. Stay Consistent

Let’s not forget about consistency.

Imagine you were posting Instagram stories on a daily basis, communicated regularly with your followers, and you suddenly disappear for a month without notice to your followers, only to re-appear because you’d like to promote your newly published recipe ebook. 

News flash: you’re neither getting the recognition you want, nor stepping up your marketing trends game. 

People appreciate continual effort – that’s when you receive continuous validation.

2. Visual Content Continues to Dominate

The focus on visual content is needed now more than ever.

Using visual content improves overall marketing trends, and it can do wonders for your social media engagement. 

Don’t just take our word for it – take a minute and consider the following visual content statistics:

  • 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. 
  • 40% of people will respond better to visual information than plain text.
  • Publishers who use infographics grow in traffic an average of 12% more than those who don’t.
  • Pinterest generates more referral traffic for businesses than Google+, YouTube, and LinkedIn combined.  

Convinced already? 

Visual content is a breath of fresh air in an otherwise monotonous and quantity-driven content production. 

Making visuals part of your everyday social media strategy can truly change the way customers perceive you and your brand. 

And with the availability of visual tools today, it’s easier than ever!

The downside is, with such a vast number of visual tools to choose from, it can be tricky to pick the right one. 

The best option is to use several visual strategies that fit your brand’s needs and that you feel comfortable with.

If you’re using Instagram, don’t skip IGTV; if you’re frequently posting on Facebook, don’t just post images or longer texts, post infographics as well as image quotes. Iif you’re on YouTube, go live every so often!

Suggested Read: Incorporating Memes, Emojis, and Gifs Into Your Social Strategy for Higher Engagement

Yes, users appreciate consistency and continual work and efforts, but they cherish spontaneity too! 

Visuals You Can Use on Your Social Media Platforms

  • Images (both customized and stock) 
  • Videos (both live and recorded) 
  • Screenshots
  • GIFs
  • Memes
  • Pie charts 
  • Quotes (placed on customized images)

Visual content adds value to your written content, helps increase engagement, and provides a more meaningful user experience. 

Suggested Read: 10 Mistakes in Your Visual Content Strategy [+ Tools to Fix Them!]

Incorporating visuals in your strategy can be challenging, but visuals resonate with current marketing trends and they simply are what users prefer. 

Just put yourself in their shoes for a second – would you enjoy any social media platform without  visual variety or image originality? 

People want what’s pleasing to the eye. Your task is to give them what they want. 

3. Influencer Marketing is Still Going Strong

Contrary to popular belief, influencer marketing isn’t dead. In fact, influencer marketing is expected to become a $5-$10 billion industry by 2020. Well, guess what? It’s 2020 already! 

The whole point of influencer marketing is to find influencers suitable for your brand so that they can promote it for you. And this is the key thing when starting your influential marketing campaign – to find the proper influencer(s). 

Don’t get carried away by the number of followers an influencer has, or what they’ll demand as compensation (some pay influencers, or give them a free product, others may do both).

It’s not that these things are irrelevant, it’s just that there’s much more to it. 

Suggested Read: Using Hashtags to Find Influencers on Instagram, Twitter, and Facebook

For example, what if an influencer that you’re considering to propose a collaboration to, has been known to collaborate with competitors, or tends to promote and accept EVERYTHING that is offered to them?

Do you think this would make your brand be recognized, valued or appreciated? 

Or imagine contacting a well-known food blogger – this is obviously someone who frequently posts food images, visits different restaurants and writes reviews on different meals.

But, you’re selling athletic wear and you want to promote a healthy lifestyle and a proper, balanced diet. Do you believe this influencer is the right option for your brand? 

Suggested Read: How to Find Micro Influencers on Instagram to Boost Sales

Remember, influencers should help build trust in your brand, not ruin it.

In an era when influential recommendations are something users highly appreciate, making sure you find the right influencers is more important than ever. 

Besides this, make sure both you and your influencer are satisfied and happy with your collaboration. A successful influencer campaign is when both sides are satisfied with the cooperation. 

Marketing trends are called trends for a reason – they target current popularity, and can garner immediate success.

However, a carefully crafted influential strategy can bring you more satisfactory results in the long run than just complying with ongoing marketing trends. 

Suggested read: Instagram Influencer Marketing: A Start-to-Finish Guide

4. Customer Service is More Important than Ever

Social media platforms are indeed a place for you to promote your content and your brand. They’re also a place for you to interact with your customers and loyal followers. 

And this aspect is becoming much more important over the course of time. Plus, establishing communication with the people following you has never been easier. 

Make sure you read reviews and testimonials – see what people think of you/your brand; what they’d like to see more of, what they dislike, or what they’d expect from you in the future. 

Also, try to answer any messages you might be getting as well as comments – sound professional, yet friendly; approachable, and neutral. 

If you’re interacting one-on-one with a follower, always use their name when addressing them. People love hearing their name or reading their name.

It conveys a more personal tone, and makes it seem as though you’re paying extra attention to them. 

On the other hand, we’re aware you can’t do everything on your own. Even if you have a whole team behind you, you’d still need additional help if your business is expanding. 

Thankfully, chatbots are there to help you.

Did you know that 40% of consumers don’t care if a chatbot or a real human helps them, as long as they get the help they need

Source: Facebook for Business

Chatbot intelligence and algorithms are expected to grow and improve beyond what we consider imaginable.

They’re able to communicate with several people all at once, and if we’re being realistic, this isn’t something that even a whole team of customer support can surpass. 

Suggested read: Instagram Messages: How Businesses Can Engage Their Audience & Tools to Manage Your Inbox

5. Things Are Changing

If there’s one thing we’ve learned, it’s that things change. 

Fast.

And of course, in 2020 we’ll continue to see rapid change. 

So, to remain relevant, you need to embrace the unknown.

Social media platforms have a wide range of algorithms and they’re constantly upgrading, evolving and trying out new things. 

One such example is Instagram deciding to remove “likes” from its platform (they’ll remain visible for you, but others won’t be able to see them). 

Changing “the visibility of the Instagram likes” changes the overall perception of Instagram as a social media platform. This also changes how the upcoming marketing trends and strategies will resume on this platform. 

For example, up till now the relevance of posts, captions or whole accounts in general were calculated based on the number of followers and likes.

The greater the number of likes, the greater the level of validation and recognition. 

This modification changes the game now – without likes, Instagram users will have to focus on providing better content, high-quality photos as well as come up with different strategies to prove their Instagram status. 

And then there’s the rise of TikTok, the video sharing app that is quickly becoming one of the most popular apps among social media users all over the world.

Currently, TikTok’s users are mainly teens and Generation Z. However, given the app’s algorithm which doesn’t require creators to have many followers to receive lots of attention, more and more people from varying age groups are joining every day.

As the app’s popularity grows, it’s only a matter of time before brands start exploring TikTok, just like it happened with Facebook and Instagram.

This only serves to show you that you can never fully master a particular social media platform, as they’re constantly evolving. 

The greatest social media tip would be to never lose the sense of adjusting to what’s yet to come. That’s the ultimate marketing trend that never changes.

Now, let’s talk about… 

The Top Social Media Tools to Consider in 2020

Ever noticed how the appearance of new social media tools impacts which platforms we continue using, which tools we keep and which ones we completely ignore? 

As the social media world changes, the social media tools end up changing too. This in turn modifies how we perceive certain marketing trends in  general. 

Without further ado, here’s a short list of some of the most effective social media tools we suggest checking out: 

1. Keyhole

We’ve built such a comprehensive social listening and analytics tool that you’ll wish you discovered it sooner. Keyhole keeps track of the conversations on all social channels and it analyzes them. It can help you research your market, understand the impact of your campaigns and find top influencers. The best thing? A free trial. 

2. Kicksta

Best for Instagram-focused brands. It helps you build your following way faster by targeting followers of similar accounts. It also assists you in finding better partnership opportunities as well as ways to boost your sales. 

3. Audiense

A great audience segmentation tool. It analyzes and helps you to understand your audience, and enables you to create highly specific audience segments, adapt your targeting and deliver personalized messages, which is great. 

4. AgoraPulse

A great asset to your already existing social media tools. AgoraPulse helps you manage your social media presence. It gathers all your conversations in one place and helps you schedule your posts and create a winning content calendar. It allows you to create audience segments and manage your team too. 

5. Meet Edgar

A social media scheduling tool that helps you post older posts. Recycling your old killer posts increases your traffic and gets you greater exposure.

This is even more relevant if you’ve written a great piece a while ago, and in the meantime your brand has grown – it goes without saying that you’ll expose your content to more readers. 

Keep in mind that this is by no means an exhaustive list. Still, it’s a basic guide to get you started.

Final Thoughts on Social Media Trends, Tips & Tricks

People spend a great deal of time on various social media, and this is nothing new. 

Some of it is productive and with an end goal, and other times it’s just aimlessly scrolling through accounts, and randomly liking specific posts. 

Whatever their reason may be, it’s fine either way. 

What matters, however, is that now you know just the right tips and tricks to make their social media experience much more enjoyable and keep up with the ever growing competition in your industry in 2020. 


Keyhole is a real-time conversation tracker that provides social media analytics and hashtag tracking for Twitter, Facebook, Instagram, and other platforms. Get started for free.

Broadcast and Media Companies: Improving Performance with Social Media Analytics

broadcast and media companies - improving performance with social media analytics

Social media has changed the dynamics of marketing, reshaped the way people consume information and revolutionized the way brands and organizations communicate with their audience.

In a world where information is available in real time and content is accessible on-demand, broadcast and media companies have to keep pace with changing audience expectations.

Below, we will explore the ways social media can be used in broadcast and media to create a more compelling programme and increase audience engagement. 

We’ll also discuss a couple of case studies and ultimately show you how you can use social listening tools like Keyhole to automate the task of turning raw data into actionable information. 

Without much ado, let’s dive right in.

Jump Links:

Why do Media and Broadcasting Companies Need Social Media Analytics?

Your 4 Step Social Analytics Plan
1. Social Listening
2. Data Refinement
3. Goal Setting
4. Sustainable Strategy Creation

What Metrics Can You Track?
Public Sentiment
Influencers
Competitive Analysis
Hashtag Campaigns

Case Study:
How theCHIVE Uses Unique Hashtags to Engage their Follower Base

Why is it Important to Measure Your ROI?

How to Use Keyhole as a Tool for Media and Broadcast Companies

Why Do Media and Broadcasting Companies Need Social Media Analytics?

Before we get to the “how”, we first need to make sure that the “why” is clear. 

Here are some stats that illustrate the importance of social media in the modern consumer’s everyday life as well as how social media relates to broadcast and media:

  • According to a 2018 Nielsen report, 45% of consumers almost always use a second screen when watching TV. 28% of consumers sometimes use another digital device simultaneously, while only 12% of consumers never use another device when watching TV. The numbers are significantly lower for audio content.
Simultaneous usage graphs between tv and digital, and tv and audio
  • The same Nielsen report shows that most of the consumers that are second screening do so to look up information related to the content, express their opinion on the content, search for a product after they’ve seen an ad, or read other people’s commentary on the content they’re watching.
Digital usage while watching tv and digital usage while listening to audio table.
  • Similarly, a 2015 Fortune report showed that in 2014, there have been more than a billion TV-related tweets, with 85% of users who use Twitter during prime-time tweeting about the content they’re watching.
Statistics of people tweeting while watching television

Source: Fortune.com

These stats clearly show that most modern consumers are second screening – and are doing so to look for or provide extra information/opinions on the content they’re exposed to.

Instead of competing with real time and on-demand content available online, media and entertainment companies need to work with social media and leverage the wealth of data from multiple sources to optimize their strategy and operations.

This takes us to our starting question: Why do media and broadcasting companies need analytics?

Social data can help companies to:

  • Understand audience preferences and activity patterns to optimize content and ads
  • Find out what causes viewership spikes and drops 
  • Analyze audience sentiment on a weekly basis, about each episode, season or programme
  • Define audience demographics for more precise targeting
  • Keep pace with trends and find out who are the influencers that create a buzz in the industry
  • Make better predictions based on the conversations that the audience are having before/during/after airing a programme
  • Analyze channel profitability and impact, to optimise investments and identify when to cancel or renew a show

The benefits are clear. 

So why aren’t most broadcasting and media companies using social media analytics to improve their performance?

The problem lies in the amounts of data – with so much data available across different channels, it takes a lot of time and effort to sift through the noise.

That’s why it’s crucial to approach analytics systematically.

Wondering how?

Your 4-Step Social Analytics Plan

To turn social data into actionable insights, broadcasting and media companies need to tackle four critical components:

Social Listening

Before you analyze social media data, you need to gather enough information about the relevant conversations that your audience is having online.

The biggest challenge of the social listening phase is the amount of data available.

If you pull your data directly from the social media platforms, you will end up with a pile of unstructured information that would a long time to organize before it can be used for analytics.

That’s where third-party social listening tools like Keyhole come in handy – these tools allow you to focus on the conversations you are interested in, and avoid the rest, saving you lots of unnecessary work in the process.

Data Refinement

The mass collection of data in the first phase results in mounds of information that have high-potential, but need to be organized and structured before they can be used. 

Manually extracting and then refining all the data is an exercise that requires a lot of effort.

To ensure that no conversations and opportunities are missed, most modern organizations overcome this challenge by automating the data selection and categorization process.

Goal Setting

The insights you get from data only make sense if you know what you are trying to accomplish. A common mistake in broadcasting and media is silo thinking and disparate data across the organization.

More often than not, different departments have different ideas about where the organization is headed, and they use social media to achieve different outcomes. 

Needless to say, this diminishes the value of the collected data – the only way an organization can increase engagement, optimize activities and drive better performance is by creating a single, shared vision about the organization’s goals.

Sustainable Strategy Creation

Finally, organizations have to take it one step further and develop a long-term, sustainable strategy that outlines how the collected social media insights will be used across the organization.

This is an iterative process that involves continuous testing and refining.

Now that we’ve explained the four step process of turning raw data into useful, actionable insights that can drive change in the organization, let’s talk a bit more about…

What Metrics Can You Track?

Public Sentiment

Sentiment can be positive and negative, and by following online conversations on forums and social media platforms, networks can get a real-time insight into how people feel about their programme. 

TechTalk’s has published a report on the most popular TV shows public sentiment. We’ll discuss some of their findings, as these are a great illustration of what we talked about until this point.

With 32,197,368 mentions, and an average of 3,7 mentions per users, Stranger Things tops the list of the most talked about show at the time when TechTalk was gathering their data. 

The most talked about TV shows
Source: Tech Talk

This corresponds with Netflix’s streaming data about the third season of Stranger Things – according to their insights, with a record of 40.7 million household accounts watching the show since its global launch on July 4th, Stranger Things was the most watched series on Netflix.

Netflix Tweet: Stranger Things breaking netflix records

Stranger Things has a more or less gender-balanced viewership: 44% of the viewers who talked about the show online are male and 56% are female. 

More than 80% of conversations online were positive.

Sentiment towards netflix show, stranger things
Source: Tech Talk

The data shows that most of the public sentiment about the show was positive, with disgust and fear amounting to a total of 12%.

The show is in the horror genre, so these numbers are expected. 

Feelings of sentiment analysis
Sentiment towards stranger things
Source: Tech Talk

If we analyze the mentions and pieces written on the show, we could see that a lot of the conversations are about Jim Hopper’s anger management issues and Steve Harrington being the best (and most underrated) character.

Influencers

Another way broadcasting and media could use social media analytics is to find influencers in their industry.

One way of doing this is finding the most popular stars in a show and then using these findings to enhance marketing. 

Another way is to find creators who are in some way related to the industry and are influential within their community – and then use these creators to generate buzz around a new programme, a show, or a campaign.

This is exactly what YouTube did when launching their YouTube Red service which offers an ad-free option and premium content that stars some of the most popular YouTubers.

Competitive Analysis

Social data can uncover great opportunities for broadcast and media companies.

One such example is Netflix’s decision to pick up the TV series, Lucifer, after it had been cancelled by Fox.

Netflix is known to leave nothing to chance, so this decision, just like most of the streaming giant’s decisions, was made after a viral #SaveLucifer Twitter campaign was launched by passionate viewers on May 11th.

Twitter campaign for #savelucifer

The campaign amassed 1M tweets in less than 24 hours.

Twitter campaign for #savelucifer

With so many people invested in the show, it was only logical that Netflix would renew it for a fourth season and give millions of viewers what they want. 

Lucifer is a fantastic show that has really resonated with audiences in parts of the world, so we felt it was important for our licensing team to try to help that show continue for our fans,” Netflix’s VP Cindy Holland said for Deadline.

Netflix is great at monitoring and analyzing public opinion and conversations and turning data into actionable analytics and insights that support better decision-making.

Hashtag Campaigns

Disparate information can make it hard for organizations to track online conversations. 

The #SaveLucifer had this problem when more and more people started joining the campaign with different hashtags.

Twitter campaign for #savelucifer

How theCHIVE Uses Unique Hashtags to Engage their Follower Base

TheCHIVE Charity Group, had a hard time tracking and engaging their 20 million strong follower base. 

TheChive’s solution to this problem was to begin using unique hashtags for their campaigns.

Let’s have a quick look into their use case.

WHO ARE theCHIVE

TheCHIVE is a popular website that publishes feel-good photos and videos.

Over the course of 10 years, theCHIVE have amassed a following of millions, and have 20 million monthly users.  

The company’s charity division leverages the website’s massive influence and strong social media presence to find people in need, focusing on rare medical cases, special education initiatives, veterans and first responders.

What theCHIVE will usually do is ask their audience to share a photo with a hashtag and then donate $1 per every shared post to the related charity or cause. 

Over the course of 10 years, theCHIVE have managed to raise over $10M for people in need all around the world.

The Problem

The problem that theCHIVE had was keeping track of all the people that are engaging with their content. They were looking for an easy way to track all the mentions and the online conversations that were going on about a campaign. 

One of these campaigns was the first-ever national beer tournament which theCHIVE organized across 50 US states. They needed to pick two winners from each state, who then confronted each other on a national championship. 

The problem was, how do you track all the contestants in all 50 states in real time?

The Solution

TheCHIVE’s solution was using unique hashtags. For every state, theCHIVE came up with a dedicated hashtag. 

So now, they had 50 different hashtags they needed to track in real time… which is where Keyhole came in.

Using Keyhole, theCHIVE were able to monitor all the online conversations people were having online related to the championship, and access them via an easy-to-use dashboard that gave them a complete view of the entire tournament.

Now that you know how social media insights could be used to reinforce a channel, a programme, a show or a campaign, let’s recap…

Why is it Important to Measure Your ROI?

Measuring your ROI will enable you to understand your market, your audience’s preferences and help you spend your money more wisely by investing in projects that are more likely to take off.

By measuring your ROI, you’ll be able to understand what kind of shows your audience likes the most, test how long they’re willing to wait between different episodes of a programme, what are the optimal times to post, what stars or characters are the audience’s favourite, how your audience reacts to product placement, and more.

All this will enable you to optimize your investments, improve predictions, enhance advertising and ultimately offer better service to your customers.

How to use Keyhole as a Tool for Media and Broadcast Industries

By now it’s already clear why broadcasting and media need to look past TV ratings and traditional forms of testing, like focus groups and pre-screenings.

They need to create a “blended” listening practice that incorporates social media analytics.

However, social listening and analytics can be a time-consuming activity given the amount of information available (we’re talking millions of consumers), so it’s important to automate the parts that can be automated. 

Third party analytics tools like Keyhole streamline social listening and gather and structure the data for you.

Using Keyhole, you will be able to:

  • Get more information about your reach
  • Understand the demographics of the people that are having conversations about your company or products online
  • Find the most influential individuals among those that are talking about you
  • Track trending topics and keep pace with what the audience wants to consume, so that you can create a more effective content strategy
  • Find out the optimal posting time and length so that you can spend your marketing dollars more wisely
  • Compare your performance to the performance of your competitors
  • Get more in-depth insights about a specific topic you’re interested in exploring further
  • Predict how the conversations you are tracking will evolve the following week and month

All these features and much more are part of what Keyhole offers as a tool. 

Final Thoughts

Social media platforms have become a valuable business intelligence tool where millions of people give away free information about their habits, opinions, and needs. 

As the media consumption habits are changing and more and more people are second screening, media and broadcasting companies need to start looking into social media for meaningful insights that could drive better decision-making.

When done correctly, social media analytics can help broadcasting and media companies to have better conversations with their fan base, identify brand affinities and influential individuals, optimize their programmes and ultimately increase their profits and ratings.

However, most organizations still struggle to determine which data they need to analyze and what counts as “noise” and should be left out.

Third party social listening and analytics tools like Keyhole take away the time consuming grunt work of data collection and sorting and give organizations clean and understandable reports on what the organization does right, how it competes with other players in the market, and help to uncover opportunities to improve their performance.


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Sports Marketing: Tracking Social Media ROI, Influencers, and Engagement

On the surface, sports marketing in the digital age should be easy.

You have a thrilling product, a rabid fanbase, and a growing arsenal of social media platforms to connect the two.

Sure, you can post content all day long, but how do you evaluate the success of one sports media campaign versus another?

How do you prove your sports marketing agency is better-equipped to land that contract? How do you justify your marketing strategy to your superiors? And how do you prove that what you’re doing aligns with your business goals?

In other words, how do you measure the ROI and success of your sports marketing campaigns?

In this post, we’ll explain why you should be measuring the ROI on your sports marketing campaigns, what metrics to track, and case studies on metric tracking in sports media.

  • Why you should be measuring the ROI of your sports marketing campaigns
  • The most important metrics to track
  • Example use cases of these key metrics
  • Case studies of effective metric tracking in sports media
  • Tools to help you track these metrics

Let’s go!

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Why Should You Measure the ROI of Your Sports Marketing Campaigns?

Which Sports Marketing Metrics Should You Track?
Visibility Metrics
Engagement Metrics
Sentiment Analysis
Audience Analytics
Influencer Analytics
Other Business Metrics

Sports Marketing ROI Case Studies:
The Special Olympics
SportQuake
MELT Atlanta

Why Should You Measure the ROI of Your Sports Marketing Campaigns?

Even if you have a product that sells itself—like a successful sports team—blindly posting content for the sake of posting content is only going to get you so far.

By setting specific, measurable goals before embarking on any sports media campaign, you’ll be able to identify what went well, what went wrong, and what you can improve for next time.

Start with the question:

“What am I trying to accomplish?”

Is it growing your team’s social following? Is it attracting new sponsors or investors? Making existing sponsors satisfied with their investment? Creating new partnerships? Recruiting or tracking influencers? Raising awareness for a cause?

By identifying your goals in advance, you’ll know what data is needed to prove your campaign’s value to any relevant stakeholders, whether that’s your boss, a sponsor, or your own sense of accomplishment.

Once you’ve picked a goal, decide what metrics you’ll use to measure success and pick specific targets.

For example, if your goal is increasing followers, by what percentage, and over what time period? If your goal is impressing a sponsor, you may want to set targets for total reach and fan sentiment.

Not sure which metrics you should be tracking? Don’t worry, because we’re covering that next.

Which Sports Marketing Metrics Should You Track?

Let’s jump into which social media metrics you should be tracking to understand your ROI, whether you’re measuring posts, particular accounts, hashtags, or your audience.

Visibility Metrics

No matter what your goals are, it’s likely you’ll be invested in the overall visibility of your campaign.

Reach

Reach is the number of unique users that have seen a particular post, keyword, or hashtag.

For example, if one account with 10,000 followers posts your hashtag, that hashtag has a potential reach of up to 10,000 unique users. The same account posting again on that hashtag would not increase the potential reach.

If your content has broad reach, that means it’s making its way to a large volume of users. It’s a sign that your content is being broadly shared by influential accounts.

Impressions

Impressions is the total number of times the piece of content has been viewed (similar to page views on your website).

In contrast to reach, the same user seeing the same piece of content twice would count as two impressions.

High impressions are either a result of high reach or high repeat engagement from a core follower base.

Follower Count

Of course, you’ll also be invested in the number of followers to your sports social media accounts, whether it’s on a single platform or across platforms.

By growing your own follower base, you can directly impact the potential reach of your own posts, relying less on influencers and shares to have your message heard.

You may also need to track the follower counts of your sponsors or your team’s athletes.

You can also track your follower growth rate, calculated as follows:

Example Use Case: Sponsored Hashtag Monitoring

Measuring hashtag analytics will be extremely important to you if your goal is to track the success of a sponsored hashtag.

Take #SuitingUpTogether for example: a Toyota-sponsored hashtag used by the LA Lakers on Twitter, Instagram, and various other platforms.

To prove the success of the sponsorship to Toyota, the Lakers could share metrics like reach, impressions, and increases in @ToyotaSoCal’s follower count over time. 

Engagement Metrics

Beyond pure visibility, you should also track how engaged your audience is with your posts.

Average Engagement

Average engagement measures the average number of likes, comments, and shares each of your posts gets. 

Average Engagement Calculation: (likes + comments + shares) / (# posts)

This is an indicator of the volume of interactions your posts get.

Average Engagement Rate

Average engagement rate is your average engagement per follower.

Average Engagement Rate Calculation: (average likes per post + average comments per post + average shares by post) / (# followers)

This ratio is more telling of the quality of your content and/or how active your followers are. If you have a lot of followers, but low engagement, you may need to step up your content game!

Optimal Post Time & Post Length

Once you have visibility and engagement metrics, social media monitoring tools can start to give you feedback on what type of posts are providing the most value.

A tool like Keyhole can give you data like the optimal time of day to post, what type of content formats are performing best, and the length of text that gets the most engagement. 

Example Use Case: Game Hashtags

Game hashtags are known to have tons of engagement from fans.

Whether it’s a hashtag you created for a team, or you’re joining in on a grassroots hashtag created by fans, there are sure to be hundreds, thousands, or even millions of posts on that game’s hashtag.

But how do you post on that hashtag to gain the most engagement?

Here’s an example of a hashtag, #nbafinals2019, with a game specific clip.

By analyzing the average engagement rate of posts at different times, you can identify the perfect time to post during games. Is it at tip off? Half time? During the intermission? 20 minutes before the game? As the clock winds down?

Only by measuring these metrics will you know for sure.

Sentiment Analysis

Quantity doesn’t always mean quality. Posts, teams, or athletes can go viral for the wrong reasons—so you have to look beyond reach and engagement.

Sentiment analysis allows you to track the number of positive vs. negative posts for a given hashtag or keyword.

By tracking sentiment analysis, you’ll be able to prevent and manage PR crises, better understand your audience, and keep a finger on the pulse of your audience’s mood.

Example Use Case: Player Sentiment

Let’s say you have a video campaign planned where you’re featuring an athlete in your organization in each video.

If bad news breaks that day about that player, you don’t want to add fuel to the fire by sharing a mistimed feel-good post about that player—especially if that post is tied to one of your sponsors.

By using social listening and sentiment analysis tools, you can make sure you’re avoiding any intended consequences.

Here’s a hilarious piece of player-driven content from Liverpool FC. But they wouldn’t want to post it soon after one of the players in the video made a costly mistake for their team.

On the flip side, if a player is trending for positive reasons, it may be the perfect time to pull an older piece of content on that player out of the archives.

Audience Analytics

Your sports social media campaigns will only be made stronger the more you learn about your audience.

By using the native analytics tools in the social media platforms you’re using for your campaign, you can track audience metrics like:

  • Countries
  • Language
  • Gender
  • Keywords
  • Devices

Example Use Case: Multi-Lingual Campaigns

By using audience analytics, you may learn you have a growing demographic that you should tailor more of your content to.

Because they’re located in a southern US state with many Spanish speakers, the Arizona Coyotes launched Spanish versions of all of their social media accounts in 2019.

They would have been able to justify that decision in advance by using audience analytics on their English-only accounts.

Influencer Analytics

Engaging with your team’s top fans is an amazing way to make fans for life.

By inviting influencers into your sports marketing strategy, you’ll give them a platform to share their authentic passion that’s sure to resonate with your wider audience.

Example Use Case: Targeting New Demographics

By using Keyhole’s influencer tracking tools, you’ll be able to identify, compare, and measure potential and existing influencers with all the metrics we’ve already mentioned above.

For example, if you’re looking to reach a demographic that your audience analytics say you’re not currently reaching, you can seek out influencers whose content clearly resonates with that exact demographic.

Other Business Metrics

Actual ROI

Of course, the truest and simplest way to track your ROI is to track the financial cost of your strategy compared to the overall gain of your strategy.

But tracking your financial gains isn’t always easy.

If you know the financial value of a single follower, you could estimate revenue gained from gained followers.

Or if you can link landing or renewing a particular sponsorship to your marketing campaign, you can consider that your financial win.

Website Analytics

You can also turn to your website analytics to prove the effectiveness of your campaign. Did your website traffic go up after your campaign started? Did it go down once it stopped? 

Linking your marketing campaigns to other metrics outside of social media shouldn’t be ignored!

Sports Marketing ROI Case Studies

The Special Olympics

The Special Olympics are a huge sports endeavor—with nearly 5 million athletes with intellectual disabilities participating worldwide.

At that scale, tracking the ROI of their social media campaigns is a tall order.

Ryan Eades, Director of Digital and Social Engagement at the Special Olympics turned to Keyhole to track the ROI of their social media efforts.

They sorted their audience by follower count and engagement to identify their most influential ambassadors.

Once they linked up with model and actress Brooklyn Decker, they used Keyhole to track engagements and conversions linked directly to her posts.

SportQuake, the Data-Driven Sports Marketing Agency

Sports marketing agencies have the most to gain from tracking ROI.

As they’re not in-house employees, they have to prove the potential and actual benefits of every campaign they run for any organization.

They need as much data as they can get.

SportQuake is one of those agencies. They are often in a position where they’re trying to recruit influencers to aid in marketing campaigns.

But they look beyond follower counts. They want to make sure the influencers they work with are actually likable.

That’s why SportQuake uses Keyhole’s sentiment analysis metrics to monitor the audience sentiment towards a particular influencer—allowing them to have a data-driven approach to choosing the right fit for their campaigns.

MELT Atlanta’s Cool Approach to Analytics

MELT Atlanta is a sports marketing agency that connects major brands with top athletes and athletic events.

For example, their most recent project is a marketing campaign connecting Coca Cola with athletes in the 2020 PyeongChang Winter Olympics.

To MELT, tracking the success of their campaigns is crucial to proving ROI for their clients.

“Having a reliable number of impressions and reach for the hashtag that we are able to get within seconds of logging in has definitely solved our biggest pain point,” said Jenna Cook, their Digital & Social Media Manager.

With Keyhole, they track brand accounts, athlete accounts, hashtags, their most engaging posts, best posting times, follower insights, and more.

By having an easily accessible dashboard with their most crucial metrics, they can easily answer whether or not their clients are seeing ROI on their campaigns within seconds.

How to use Keyhole to Track Your Sports Marketing ROI

No matter what your goals are for your marketing campaign, you’re going to need to prove your campaign’s effectiveness with hard data.

By using Keyhole’s advanced social listening tools like hashtag analytics, influencer monitoring, keyword tracking, sentiment analysis, and more, you’ll have a wide range of metrics to prove the success of your marketing campaigns.

Ready to get started? Start your FREE Keyhole trial today.

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