Berlin Influencer Marketing Meetup Q3 2018

1. Measuring The Effectiveness Of
Influencer Marketing

2. 01. Define your objective
02. How to measure? ROI
03. How to measure? ARPU
04. Organic uplift and long tail
05. Other points to succeed

3. A successful IG story campaign

4. 01. What to measure? Your objective
Awareness
App installs
Revenue: 8fit example

5. 1. Engagement rate of the
influencer
Revenue = Engagement rate x View2click x
click2install x Install2User x ARPU*
02. How to measure? ROI
Average views per (5-10 last) videos on YT
liked/comments/views on videos on IG
2. View2click rate varies depending on the platform or on
the number of publications.
*ARPU: Average Revenue Per User

6. Higher ARPU than other paid channels because of higher
intention.
Performance and ARPU vary a lot depending on:
○ Audience size: micro to macro influencer
○ Audience country split
○ Audience age
○ Influencer vertical
○ Influencer video style
03. How to measure? ARPU

7. Link in description + organic uplift + long tail
Tracking is much more difficult, only in stories or link
in bio for 24h (Landing page or to the App store
directly).
04. How to measure? Organic uplift and long tail
Organic baseline
Trackable
Organic uplift

8. ● Title choice: Youtube SEO
● Build multiple touchpoints with
users: YT video followed by an
IG post/story.
● Diversify the platforms:
Snapchat, Pinterest influencers.
05. Other elements to maximize your chances

9. ● Tools to scale?
● Good ambassadors on other
platforms
● Channel still hard to predict.
?
05. Other elements to maximize your chances

10. Thank you for your attention!
Any questions?