How to measure the impact of influencer marketing on sales?

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Developing an influencer strategy has become one of the most effective and popular levers for professionals in recent months. With the influencer marketing sector expected to reach $15 billion in 2022, according to Business Insider Africa, the number of social media users continues to grow. In 2021, no less than 409 million new users have registered on social platforms worldwide (source: Kepios).


Influencer marketing is more relevant and powerful than ever for brands that effectively activate all its aspects. While it is true that its performance is approved by marketing professionals, it is no less important to evaluate the quantitative and qualitative impact of each of the actions carried out by professionals. Are you preparing or have you already launched your Influencer Marketing campaigns and would you like to know how to verify the impact of your actions on your commercial performance?

Because it is not always easy to navigate the vast amount of data available on social media and the tools used, it is time to read this article to get a clearer view. And in particular to answer the question: how can you concretely measure the impact of influencer marketing on sales? To get on the right track, there is nothing like preparing, among other things, the indicators that will attest to the success of your operations. We will explain it to you.

What is the point of measuring the impact of an influencer marketing campaign? What are the indicators to look at in advance? Measuring the impact on sales and ROI

What is the point of measuring the impact of an influencer marketing campaign?
The choice to convene, identify and activate KOLs (Key Opinion Leaders) in your vp audit email database strategy is guided by objectives that you have clearly defined in advance. You may need to increase the visibility of your brand by positioning yourself as a trusted brand or improve your brand image by communicating your values ​​or your social and environmental commitments.

You may also need to increase your visibility to a new audience and generate leads for conversion and sales. If certain objectives are not directly linked to increasing your short-term commercial performance, such as brand image for example, it is possible to use influencer marketing as a real lever for growth. In this case, the impact of influencer activation can be seen in the volume of sales generated, the tracking of the follower's path to purchase and the conversion rate.

Whatever your motivation for hiring content creators for your brand, data collection is essential to:

Review statistics by influencer to understand the performance of each activated profile and the relevance of an identified profile before a campaign.
Analyze the relevance of the campaign and the good fit of the influencer / actions / objective,
Evaluate the actions at different stages of the campaign and compare them with other campaigns already carried out and improve their final results,