Consider how many people you want to reach, and how an influencer will achieve this for you, and use these objectives to shape your campaign’s evaluation framework.
The evaluation framework should set clear performance parameters, benchmarks and KPIs for the engagement, which should be included these in the written agreement with the influencer.
Your evaluation framework should include metrics covering:
- Reach
- Impressions
- Engagement
- Brand awareness
- Conversion goals
- Improved audience sentiment
The written agreement should also require real-time performance analysis from the influencer while the campaign is running and reporting of outcomes against campaign metrics as part of the post-campaign reporting.
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