Influencer marketing: Engagement Metrics: Decoding Engagement Metrics to Refine Your Influencer Marketing Strategy

1. Introduction to Influencer Marketing and Engagement Metrics

In the realm of digital marketing, influencer marketing has emerged as a powerful strategy for brands looking to expand their reach and resonate with target audiences through individuals who have a significant following on social media platforms. This approach leverages the credibility and persuasive power of influencers to advocate for products or services, thereby driving brand awareness and sales. However, the effectiveness of influencer marketing campaigns hinges on the ability to measure and understand engagement metrics. These metrics offer valuable insights into how audiences interact with influencer content and the impact of these interactions on marketing objectives.

From the perspective of a brand, engagement metrics can illuminate the return on investment (ROI) of influencer partnerships. For influencers, these metrics are a testament to their ability to captivate and engage their followers. Meanwhile, marketers and strategists use these data points to refine targeting, content, and overall strategy. Here's an in-depth look at the key engagement metrics in influencer marketing:

1. Engagement Rate: This is the percentage of the influencer's audience that interacts with their content through likes, comments, shares, and saves. For example, if an influencer has 100,000 followers and their post receives 5,000 interactions, the engagement rate would be 5%.

2. Reach and Impressions: Reach refers to the total number of unique users who have seen the content, while impressions track how many times the content has been displayed. A high reach with low engagement might indicate that content is not resonating with the audience.

3. Click-Through Rate (CTR): This metric measures how often people who view the influencer's content click on the embedded links. A high CTR is indicative of content that successfully encourages viewers to take action.

4. conversion rate: Conversion rate tracks how many of the clicks on the influencer's content result in a desired action, such as a sale or a sign-up. This is crucial for understanding the actual impact on business goals.

5. Growth Metrics: These include new followers, subscribers, or other forms of audience growth attributed to the influencer's content. It reflects the influencer's ability to attract and retain new audience members for the brand.

6. Sentiment Analysis: Beyond numbers, sentiment analysis looks at the emotions and opinions expressed in comments and shares, providing qualitative insights into audience perception.

7. Content Saves and Shares: The number of times users save the influencer's content for later or share it with their network can be a strong indicator of the value and relevance of the content.

8. Video views and Watch time: For video content, the total views and average watch time are critical metrics. They help assess how captivating the video content is and whether it holds the audience's attention.

To illustrate, consider an influencer who posts a video review of a new skincare product. If the video garners a high number of views and watch time, it suggests that the content is engaging. If the video also leads to a significant number of clicks and conversions, it demonstrates the influencer's persuasive power and the content's effectiveness in driving sales.

Engagement metrics are not just numbers; they are reflections of human behavior and interaction. By analyzing these metrics from various angles, brands, influencers, and marketers can gain a comprehensive understanding of the efficacy of their influencer marketing efforts and make data-driven decisions to optimize their strategies for better results. The key is to look beyond surface-level data and delve into the nuances of each metric to extract actionable insights that can propel influencer marketing to new heights.

2. What Are Engagement Metrics?

Engagement metrics are the cornerstone of influencer marketing, serving as a barometer for the effectiveness of an influencer's content and the resonance it has with their audience. These metrics go beyond mere follower counts to provide a deeper understanding of how actively involved the audience is with the influencer's content. Engagement can take many forms, from likes and comments to shares and the time spent viewing content. Each of these interactions holds valuable insights into audience behavior and preferences, making engagement metrics a treasure trove of data for brands looking to refine their influencer marketing strategies.

From the perspective of an influencer, high engagement rates often translate to a loyal and attentive audience, which is more likely to be influenced by their recommendations and opinions. For brands, these metrics offer a glimpse into the potential return on investment (ROI) they can expect from partnering with an influencer. Engagement metrics also help in identifying the right influencers whose audience aligns with the brand's target demographic.

Here's an in-depth look at the different types of engagement metrics:

1. Likes: The most basic form of engagement, likes are a quick way for users to show appreciation for content. While easy to accumulate, they offer a surface-level view of engagement.

2. Comments: Comments are a more substantial form of engagement, indicating that the content has sparked a conversation or elicited a reaction strong enough to prompt a written response.

3. Shares/Reposts: When a user shares or reposts content, it not only shows approval but also helps in amplifying the content's reach, potentially bringing it to a new audience.

4. Click-through Rates (CTR): CTR measures how often people click on a link embedded in the post. High CTRs indicate that the content is compelling enough to drive action.

5. Conversion Rates: This metric tracks how many of those engagements lead to a desired action, such as a sale or a sign-up, which is crucial for measuring ROI.

6. Time Spent: The duration a user spends on content is a strong indicator of interest and engagement, especially for video or long-form written content.

7. Story Views and Completion Rates: For content like Instagram stories, the number of views and the percentage of viewers who watch the story to the end are key metrics.

8. Saved Posts: When users save a post for later, it suggests that the content is considered valuable and worth revisiting.

9. Mentions and Tags: Being mentioned or tagged by users in their own content can expand an influencer's visibility and indicate a higher level of engagement.

10. Profile Visits: The number of times users visit an influencer's profile after seeing their content can be a strong indicator of growing interest.

For example, an influencer might post a video tutorial on makeup with a new product. If the video receives a high number of likes and comments, it's a good sign, but if it also leads to a significant number of shares and an increase in the product's sales, it demonstrates a much deeper level of engagement and influence.

Engagement metrics offer multifaceted insights that are vital for both influencers and brands. They help in understanding not just the quantity, but the quality of interactions, enabling a more strategic approach to influencer marketing. By analyzing these metrics, brands can fine-tune their campaigns for maximum impact, ensuring that they connect with their audience in the most effective way possible.

3. The Role of Engagement Metrics in Influencer Marketing

Engagement metrics have become the cornerstone of influencer marketing, serving as a barometer for the success and impact of an influencer's content. Unlike traditional marketing metrics, which often focus on reach and impressions, engagement metrics delve into how audiences interact with content—whether through likes, comments, shares, or the duration of views. These interactions are not just numbers; they are indicative of the audience's interest, trust, and connection with the influencer. As such, brands are increasingly prioritizing influencers with high engagement rates, recognizing that a smaller, more dedicated following can be more valuable than a larger, disengaged audience. This shift towards engagement metrics underscores the importance of authenticity and relevance in influencer marketing campaigns.

From the perspective of brands, influencers, and the audience, engagement metrics offer unique insights:

1. Brand Perspective:

- ROI Measurement: Brands can measure the return on investment (ROI) by analyzing engagement rates relative to campaign goals.

- Audience Insights: Engagement data helps brands understand what content resonates with their target audience, informing future marketing strategies.

- Influencer Performance: Brands can assess an influencer's performance and decide on continuing partnerships based on consistent engagement levels.

2. Influencer Perspective:

- Content Optimization: Influencers can use engagement metrics to fine-tune their content strategy to better align with their followers' preferences.

- Credibility: High engagement rates enhance an influencer's credibility, making them more attractive to brands and new followers.

- Monetization Opportunities: Influencers with strong engagement metrics often have more opportunities for monetization through brand deals and collaborations.

3. Audience Perspective:

- Content Relevance: Engagement metrics reflect the relevance and value of content to the audience, leading to a more personalized experience.

- Community Building: High engagement levels can foster a sense of community among followers, enhancing the influencer's impact.

Examples to Highlight Ideas:

- case Study of a beauty Influencer: A beauty influencer with 10,000 followers consistently receives 1,000 likes and 100 comments per post, indicating a 10% engagement rate. A brand partnership with this influencer resulted in a 20% increase in sales for a featured product, demonstrating the direct impact of engagement on sales.

- Instagram's Algorithm Change: When Instagram changed its algorithm to prioritize content with higher engagement, influencers who adapted by creating more interactive content, such as polls and Q&A sessions, saw an increase in their content's visibility.

Engagement metrics are not just numbers; they are reflections of the relationship between influencers and their audience. They provide actionable insights for all parties involved in influencer marketing and are essential for gauging the effectiveness of marketing efforts. As the digital landscape evolves, so too will the role of engagement metrics, but their importance in building authentic connections and driving marketing success is likely to remain paramount.

4. Top Engagement Metrics to Track for Influencer Campaigns

Engagement metrics are the cornerstone of any influencer marketing strategy, serving as the compass that guides brands towards successful collaborations and campaigns. Unlike traditional marketing, influencer marketing thrives on the personal connection between the influencer and their audience, making engagement a critical measure of a campaign's resonance and effectiveness. These metrics go beyond mere vanity numbers; they delve into how deeply an audience interacts with the content, reflecting the quality of the influencer's relationship with their followers. By tracking the right engagement metrics, brands can glean insights into consumer behavior, measure the impact of their influencer partnerships, and fine-tune their strategies for maximum ROI. From the perspective of influencers, engagement metrics are a testament to their ability to captivate and influence their audience, which in turn, bolsters their value proposition to current and potential brand partners.

Here are some of the top engagement metrics to track:

1. Engagement Rate: This is the percentage of the influencer's followers who interact with their content through likes, comments, shares, and saves. It's a fundamental metric that reflects the audience's interest and participation.

- Example: An influencer with 100,000 followers receives 5,000 likes and comments on a post, resulting in an engagement rate of 5%.

2. Click-Through Rate (CTR): The ratio of users who click on a specific link to the number of total users who view the post. High CTR indicates compelling content that drives action.

- Example: If a sponsored post receives 10,000 views and 500 clicks on the brand's link, the CTR would be 5%.

3. Conversion Rate: A step beyond CTR, this metric measures the percentage of users who take the desired action after clicking the link, such as making a purchase or signing up for a newsletter.

- Example: Out of 500 users who clicked the link, if 50 made a purchase, the conversion rate is 10%.

4. Audience Growth Rate: This tracks the speed at which the influencer's follower count is increasing, indicating the expanding reach of their content.

- Example: An influencer gaining 1,000 new followers on a base of 20,000 in a month has a growth rate of 5%.

5. Average Views per Video: For video content, this metric indicates the average number of views across all videos, highlighting the influencer's ability to retain audience attention.

- Example: An influencer with 10 videos that each have between 10,000 and 50,000 views has an average view count that can be calculated accordingly.

6. Story Completion Rate: On platforms like Instagram, this measures the percentage of viewers who watch an influencer's story from start to finish, reflecting content stickiness.

- Example: If 1,000 people start watching a story and 900 watch it till the end, the completion rate is 90%.

7. Saves and Shares: These metrics indicate the value of the content to the audience, as they choose to bookmark it for later or share it with their network.

- Example: A high number of saves and shares suggests that the content resonates well enough for users to want to revisit or spread it.

8. Comment Sentiment Analysis: Beyond the number of comments, analyzing the sentiment of the comments can provide qualitative insights into audience perception.

- Example: Positive comments can indicate approval and endorsement, while negative ones can offer opportunities for improvement.

9. Brand Mention Reach: This measures the total number of users who see a post mentioning the brand, reflecting the influencer's ability to amplify brand visibility.

- Example: If a post mentioning a brand is seen by 100,000 people, that's the brand mention reach for that post.

10. quality of User-Generated content (UGC): The caliber of content created by users in response to an influencer's post can be a powerful indicator of engagement.

- Example: High-quality UGC that aligns with the brand's image can be repurposed for marketing, adding value to the campaign.

By monitoring these metrics, brands and influencers alike can paint a comprehensive picture of campaign performance, ensuring that every partnership is not just a shot in the dark but a strategic move towards building lasting connections with their target audience.

5. From Likes to Conversions

In the realm of influencer marketing, the journey from a simple 'like' on social media to a meaningful conversion – such as a sale or subscription – is both intricate and critical. This pathway is paved with various engagement metrics that serve as indicators of performance and resonance with the target audience. Understanding these metrics goes beyond mere numbers; it involves delving into the psychology of engagement, the quality of interactions, and the alignment with strategic goals. For brands and influencers alike, the ability to analyze these metrics effectively can transform a campaign from being just noticeable to becoming significantly impactful.

Let's explore some key points in this analysis:

1. Engagement Rate: This is the percentage of followers who engage with content through likes, comments, shares, etc. A high engagement rate often indicates content relevance and audience interest. For example, an influencer with 100,000 followers and an average of 5,000 likes and comments per post has an engagement rate of 5%.

2. Click-Through Rate (CTR): CTR measures how often people click on the call-to-action link in the post. It's a direct measure of the content's effectiveness in driving traffic. An influencer campaign with a CTR of 2% on a post with 10,000 views means 200 directed visits to the targeted page.

3. Conversion Rate: This metric tracks how many of those clicks turn into actual sales or desired actions. If out of the 200 visits, 20 result in a purchase, the conversion rate is 10%. It's crucial for ROI analysis.

4. Cost Per Engagement (CPE): CPE helps in understanding the cost-effectiveness of a campaign. It's calculated by dividing the total amount spent by the number of engagements. A campaign that costs $1,000 and generates 10,000 engagements has a CPE of $0.10.

5. Follower Growth: This metric reflects the long-term value and sustainability of influencer partnerships. Consistent growth suggests content that continually attracts and retains interest.

6. Sentiment Analysis: Beyond numbers, sentiment analysis looks at the tone and context of comments and shares to gauge audience perception. Positive sentiment can enhance brand reputation, while negative sentiment, even with high engagement, can be damaging.

7. Content Reach: This measures how far content is disseminated beyond the immediate follower base, indicating its viral potential. High reach can lead to increased brand awareness and new audience acquisition.

8. Share of Voice (SOV): SOV compares the brand's market presence against competitors within the influencer's content. A higher SOV means more dominance in the conversation.

9. Influencer's Content Quality: The aesthetic, authenticity, and relevance of the influencer's content can significantly affect engagement metrics. high-quality content is more likely to be shared, saved, and acted upon.

10. Audience Demographics: Understanding who is engaging with the content is as important as how many. Metrics broken down by age, location, and interests can help tailor future campaigns for better performance.

By analyzing these metrics, brands can refine their influencer marketing strategies to not only capture attention but also to drive meaningful actions that align with their business objectives. For instance, a beauty brand might discover that tutorial-style posts by influencers result in higher conversions compared to product showcases, prompting a shift in content strategy.

While likes are the first step in the engagement ladder, they are just the beginning. The true measure of influencer marketing success lies in the ability to convert passive likes into active conversions, and that requires a deep dive into the metrics that matter. Through careful analysis and strategic application of insights, brands can navigate the complex web of engagement metrics to achieve tangible results in their influencer marketing endeavors.

6. Tools and Techniques for Measuring Engagement

Engagement metrics are the cornerstone of influencer marketing, providing invaluable insights into the effectiveness of campaigns and the resonance of content with target audiences. These metrics go beyond mere vanity numbers such as likes and followers; they delve into the depth of interactions and the quality of audience relationships. From the perspective of brands, engagement metrics offer a tangible measure of return on investment (ROI), while influencers view these metrics as a testament to their content's impact and their ability to foster a loyal community. Tools and techniques for measuring engagement must therefore be robust, versatile, and capable of capturing the nuances of human interaction in the digital realm.

1. Engagement Rate Calculation: This is a fundamental metric, typically calculated by taking the total number of engagements (likes, comments, shares, saves) and dividing it by the total number of followers, then multiplying by 100 to get a percentage. For example, if a post receives 500 engagements and the influencer has 10,000 followers, the engagement rate would be 5%.

2. social Listening tools: Platforms like Hootsuite or Brandwatch allow marketers to monitor mentions, hashtags, and keywords across social networks. This can reveal the sentiment and tone of the conversation surrounding a brand or campaign, which is a qualitative measure of engagement.

3. Time-Spent Analytics: Advanced analytics tools can track how long users spend interacting with content. A high average time spent can indicate that the content is engaging and holds the audience's attention.

4. Click-Through Rates (CTR): In influencer marketing campaigns that involve driving traffic to a website or landing page, CTR is a crucial metric. It measures the percentage of viewers who click on a link provided by the influencer. A high CTR suggests that the content is persuasive and the call-to-action (CTA) is effective.

5. Conversion Tracking: Tools like Google analytics and affiliate marketing software can track the user journey from an influencer's content to a conversion event, such as a sale or sign-up. This directly ties engagement with financial outcomes.

6. Story Engagement: For platforms like Instagram, metrics for stories include views, forwards, backwards, exits, and replies. These metrics can help understand how captivating the stories are and which parts may cause viewers to lose interest.

7. Polls and Surveys: Directly engaging with the audience through polls and surveys can provide immediate feedback and is a way to measure engagement qualitatively.

8. Heatmaps: Visual tools like heatmaps show where users are clicking on a page. This can be particularly useful for understanding how users interact with sponsored content on a website.

9. Video Analytics: On platforms like YouTube, metrics such as average view duration and re-watches can indicate viewer engagement levels.

10. Influencer Performance Benchmarks: Comparing an influencer's engagement metrics against industry benchmarks can provide context for their performance.

By employing a combination of these tools and techniques, marketers can gain a comprehensive view of engagement. For instance, an influencer might have a lower engagement rate but a high CTR, indicating that while their audience is smaller, it is highly motivated to take action. Conversely, an influencer with high engagement but low conversion may excel in creating buzz but not in driving tangible business results. Understanding these dynamics is essential for refining influencer marketing strategies to maximize impact and ROI.

7. Successful Influencer Campaigns and Their Metrics

In the dynamic landscape of influencer marketing, engagement metrics serve as the compass that guides brands towards successful campaigns. These metrics are pivotal in understanding the resonance of influencer content with the target audience, and they provide tangible evidence of a campaign's impact. By examining case studies of successful influencer campaigns, we can glean insights into the strategies that yielded high engagement rates and how these metrics translate into tangible outcomes for brands.

1. The Fashion Nova Model: Fashion Nova's strategy hinges on leveraging a wide array of influencers, including micro-influencers, to create a sense of authenticity and relatability. Their campaign with Cardi B, which generated a staggering 2.2 million likes and an engagement rate of 4.5%, exemplifies the power of aligning brand and influencer personas. The metrics underscored the campaign's success, translating into a significant spike in website traffic and sales.

2. Daniel Wellington's Timeless Campaigns: Daniel Wellington's approach of gifting influencers their minimalist watches in exchange for posts has been a game-changer. A notable campaign featured an aggregate engagement rate of 3.7% across various influencer tiers. The brand's consistent aesthetic and influencers' creative freedom resulted in authentic content that resonated with audiences, driving a 120% increase in search interest for the brand.

3. Gymshark's Community Building: Gymshark has mastered the art of community engagement by collaborating with fitness influencers who share their brand ethos. Their #Gymshark66 challenge not only garnered millions of impressions but also boasted an average engagement rate of 5.3%. This strategic move fostered a sense of community and loyalty, leading to a 50% year-on-year growth for the brand.

4. Dove's real Beauty campaign: Dove's long-standing commitment to real beauty was amplified through influencer partnerships that highlighted diverse beauty standards. The campaign's focus on storytelling led to an average engagement rate of 4.2% and a 35% increase in positive sentiment towards the brand. The campaign's success was measured not just in engagement but also in the meaningful conversations it sparked about beauty standards.

5. Airbnb's Travel Tales: Airbnb's unique proposition of 'living like a local' was brought to life through influencers' travel stories. The campaign achieved an average engagement rate of 7%, with some posts reaching up to 500,000 likes. The personalized narratives created a desire for authentic travel experiences, resulting in a 20% uptick in bookings from the targeted demographic.

These case studies reveal that while high engagement rates are indicative of content that strikes a chord with audiences, the true measure of success lies in the alignment of these metrics with broader business objectives. Whether it's increased sales, website traffic, or brand sentiment, the efficacy of influencer campaigns is ultimately determined by their ability to move the needle on key performance indicators. As brands continue to navigate the influencer marketing domain, these insights underscore the importance of a data-driven approach that marries creativity with analytics to craft campaigns that resonate and deliver results.

8. Optimizing Your Strategy Based on Engagement Data

Engagement data is the compass that guides influencers and marketers through the vast sea of content creation. It's not just about counting likes and comments; it's about understanding the story they tell about audience behavior and preferences. By diving deep into engagement metrics, influencers can discern what resonates with their audience, tailor their content to foster deeper connections, and ultimately, drive more meaningful interactions. This data-driven approach enables a strategic refinement of marketing efforts, ensuring that every post, story, or campaign is not just a shot in the dark but a well-aimed arrow hitting the mark of audience interest.

Here are some ways to optimize your strategy based on engagement data:

1. Identify high-Performing content: Look at your posts with the highest engagement rates. What do they have in common? Is it the format, the topic, or the time of posting? Use this insight to create more content that mirrors these success factors.

2. Understand Audience Demographics: Engagement data can reveal a lot about who your audience is. Tailor your content to match their interests, languages, and cultural nuances to increase relevance and engagement.

3. Experiment with Posting Times: Analyze when your audience is most active. Test different posting schedules and measure the impact on engagement. Adjust your content calendar accordingly.

4. Engage with Your Audience: Don't just post and ghost. Use engagement data to find out what kind of comments or questions are common and address them. This two-way interaction builds community and loyalty.

5. Leverage Stories and Live Features: These formats often have higher engagement rates because they're seen as more authentic and immediate. Look at the data to see how your audience responds to these real-time interactions.

6. Collaborate with Others: Engagement data can help you identify potential collaborators with similar audiences. Joint efforts can boost visibility and engagement for all parties involved.

7. Utilize Hashtags Strategically: Analyze which hashtags bring in the most engagement. Use a mix of popular and niche hashtags to reach a broader yet targeted audience.

8. Monitor Competitor Performance: Keep an eye on what works for competitors. While imitation isn't the goal, understanding industry trends can inform your strategy.

9. Adjust Based on Feedback: If certain types of content consistently receive negative feedback or low engagement, it's time to pivot. Use this data to avoid content that doesn't resonate with your audience.

10. Invest in Paid Promotion Wisely: Use engagement data to determine which posts could benefit from a paid boost. Promoting already popular content can maximize ROI.

For example, an influencer noticed that their DIY craft videos received significantly more comments and shares when they included a tutorial segment. By analyzing the engagement data, they realized that their audience valued educational content. They optimized their strategy by creating a dedicated series of step-by-step tutorial posts, which led to a 25% increase in engagement and a surge in follower growth.

By continuously analyzing engagement data and adapting your strategy, you can ensure that your influencer marketing efforts are not only seen but also felt by your audience, fostering a connection that transcends the digital divide. Remember, the goal is to turn data points into a roadmap for content that captivates and converts.

9. Predictive Analytics in Influencer Engagement

Predictive analytics is revolutionizing the way brands engage with influencers by leveraging data to forecast trends, measure potential impact, and optimize influencer partnerships for maximum roi. This data-driven approach enables marketers to move beyond traditional metrics like follower count and likes, to more sophisticated indicators such as audience sentiment, influencer-audience fit, and predicted engagement rates. By analyzing historical data and current market trends, predictive models can identify which influencers are likely to generate the most buzz, resonate with target demographics, and drive conversions.

From a brand's perspective, predictive analytics offers a strategic advantage in selecting influencers who are not just popular, but whose followers are likely to engage with the content and take the desired action. For influencers, this trend means that those who understand their audience deeply and maintain authentic engagement will be more valuable to brands. This symbiotic relationship, powered by predictive analytics, ensures that both parties can achieve their goals more effectively.

Here are some in-depth insights into how predictive analytics is shaping the future of influencer engagement:

1. Audience Insights: Advanced algorithms analyze an influencer's audience demographics, interests, and online behavior to predict how well they align with a brand's target market. For example, a beauty brand might partner with an influencer whose followers show a high interest in skincare tutorials rather than makeup hauls.

2. Engagement Prediction: Tools can forecast the potential engagement level of an influencer's post by considering factors like posting time, content type, and historical engagement patterns. This helps in planning campaigns that are timed for optimal impact.

3. sentiment analysis: Sentiment analysis tools gauge the mood and tone of the audience's responses to an influencer's content. This can predict the audience's reception to different types of brand messages and adjust strategies accordingly.

4. Performance Forecasting: Predictive models can estimate the likely success of an influencer campaign by comparing it with similar past campaigns, taking into account variations in audience size, engagement rates, and content style.

5. Influencer Scoring: Some platforms now offer a 'score' for influencers based on predicted performance, similar to a credit score, which helps brands quickly assess potential partnerships.

6. Trend Spotting: By analyzing vast amounts of social media data, predictive analytics can spot emerging trends before they go mainstream, allowing brands to capitalize on them through early influencer partnerships.

7. ROI Estimation: brands can use predictive analytics to estimate the return on investment for influencer campaigns, helping to justify marketing spend and refine budget allocation.

8. Risk Mitigation: predictive analytics can also identify potential risks, such as an influencer's likelihood of becoming involved in controversy, which could negatively impact the brand.

By integrating these predictive insights into their influencer engagement strategies, brands can ensure that their marketing efforts are not just reactive but proactive, staying ahead of the curve in a rapidly evolving digital landscape. As this field continues to grow, we can expect even more sophisticated tools and models to emerge, further enhancing the precision and effectiveness of influencer marketing campaigns.