The objectives and KPIs of influencer marketing
Posted: Wed Apr 23, 2025 3:54 am
When using influencer marketing, it's important to define your goals and KPIs , as well as the search for influencers for your campaigns, which must be managed on a case-by-case basis. The objectives to be achieved can vary, and the profiles' personalities can influence them.
Remember that an influencer must embody the brand for which they are promoting their products and services.
First and foremost, it is important to use a singapore mobile database influencer marketing platform like Stellar to research influencers and prepare your maps.
The objectives of influencer marketing
The objectives to be achieved can be numerous and specific depending on the actions carried out, but the major ones do not change, such as traffic, visibility, image and notoriety as well as sales. Although the goal is to sell its products / services through the campaigns carried out, we will consider sales separately through conversions and lead generation.
Let's take a look at these major influence objectives:
The major objectives of influencer marketing
Campaign objectives should be developed with clients based on their expectations and needs, and on a case-by-case basis, depending on the products and services being promoted. The channels used by the selected influencers should also be considered in the objectives to be achieved.
Let's define these major objectives so we can address them in more detail.
Visibility : Any brand or business that wants to gain visibility for itself or one of its products or services can use influencer marketing. This objective is a major one for most organizations.
Image : Image is generally an objective that one seeks to achieve to strengthen one's expertise and positioning, due to the fact that the entity becomes highly visible and is a reference in its field. It is worked on after having gained visibility and/or in parallel, but also to maintain it with a view to subsequently achieving notoriety.
Traffic : Traffic research is particularly interesting before a promotional campaign or to associate it with visibility, that is, making oneself known. Traffic can be redirected to a specific page that presents a product or service, or directly to the company's or brand's website. If we consider that the website hosts its product/service offering, it is important that consumers are aware of it.
Conversions: Generating leads or direct sales as part of an influencer marketing campaign is a major and common goal. For this reason, many brands use macro-influencers or celebrity influencers depending on the budgets allocated to the actions .
1. Visibility, a key objective of influencer marketing
Social media is gaining more and more traction every year. The widespread availability of the internet and the advent of ICT (new information and communication technologies) are boosting public interest in social platforms. While these platforms allow for communication with a wide audience and entertainment, their function has evolved over time.
Visibility in influencer marketing
Today, networks allow you to gain visibility more quickly, unlike content distributed for search engines, which is more aimed at organic traffic .
Social networks: major channels for gaining visibility
In addition to serving as platforms for communication and entertainment, social media platforms like Instagram, TikTok, and YouTube are sources of information for buyers. These channels have become essential in every company's marketing strategy , thanks to the high number of people who use them. In this world, influencers are powerful levers that companies leverage through partnerships.
It has been widely demonstrated that followers are more likely to try a product or service if it has been recommended or prescribed by a personality they follow. Working with influencers has become a key lever for quickly gaining exposure to a large audience. Companies are working with influencers to define campaigns to be deployed on social networks .
The choice of collaborator should be based on the study of their KPIs (Key Performance Indicators) of their preferred channels. This allows you to evaluate the relevance of the influencer you choose, to ensure greater reach for your publications or campaigns.
Impressions, for example, are statistics linked to KPIs that allow you to analyze the quality and relevance of your campaigns. All of these points will thus contribute to guaranteeing your visibility .
2. Improve brand image through influencer marketing
Influencer marketing also aims to develop a company's brand image . Companies can organize campaigns to position themselves on social media and give their actions greater reach. Image helps establish your expertise and ultimately become a key player.
What actions should you take to improve your image?
By posting viral content that highlights your values, you'll generate engagement around your posts on platforms like Instagram, TikTok, or YouTube. Users will react through interactions (comments, likes, shares, etc.) to create engagement .
To improve your image , it will be interesting to focus on the influencer who will perfectly carry your brand and to work on conversational skills to create a link with your community.
Organizing contests on current topics helps build your brand image. Offer relevant rewards to attract your community and position yourself as a generous brand. Followers will have a better image of your brand and will be more likely to do business with you and recommend you to other users.
Objective: Image in influencer marketing
Collaborating with influencers, experts in their field, and celebrities will give your initiatives greater visibility. This will help you boost your online reputation more quickly.
You can also partner with your most influential customers to create campaigns with a wider reach . This involves working with consumers who have already used your products or services and who have a certain influence on social networks. They can help you create content that will then be shared with their community. The engagement generated will allow you to increase your popularity.
Every action must be well thought out to help you achieve your goal of developing your brand image. Your influencer marketing strategy must highlight your values, your philosophy, and your commitment to issues related to the environment, society, well-being, and more. By showing that you champion worthy causes, you can successfully establish yourself as a responsible brand.
Remember that an influencer must embody the brand for which they are promoting their products and services.
First and foremost, it is important to use a singapore mobile database influencer marketing platform like Stellar to research influencers and prepare your maps.
The objectives of influencer marketing
The objectives to be achieved can be numerous and specific depending on the actions carried out, but the major ones do not change, such as traffic, visibility, image and notoriety as well as sales. Although the goal is to sell its products / services through the campaigns carried out, we will consider sales separately through conversions and lead generation.
Let's take a look at these major influence objectives:
The major objectives of influencer marketing
Campaign objectives should be developed with clients based on their expectations and needs, and on a case-by-case basis, depending on the products and services being promoted. The channels used by the selected influencers should also be considered in the objectives to be achieved.
Let's define these major objectives so we can address them in more detail.
Visibility : Any brand or business that wants to gain visibility for itself or one of its products or services can use influencer marketing. This objective is a major one for most organizations.
Image : Image is generally an objective that one seeks to achieve to strengthen one's expertise and positioning, due to the fact that the entity becomes highly visible and is a reference in its field. It is worked on after having gained visibility and/or in parallel, but also to maintain it with a view to subsequently achieving notoriety.
Traffic : Traffic research is particularly interesting before a promotional campaign or to associate it with visibility, that is, making oneself known. Traffic can be redirected to a specific page that presents a product or service, or directly to the company's or brand's website. If we consider that the website hosts its product/service offering, it is important that consumers are aware of it.
Conversions: Generating leads or direct sales as part of an influencer marketing campaign is a major and common goal. For this reason, many brands use macro-influencers or celebrity influencers depending on the budgets allocated to the actions .
1. Visibility, a key objective of influencer marketing
Social media is gaining more and more traction every year. The widespread availability of the internet and the advent of ICT (new information and communication technologies) are boosting public interest in social platforms. While these platforms allow for communication with a wide audience and entertainment, their function has evolved over time.
Visibility in influencer marketing
Today, networks allow you to gain visibility more quickly, unlike content distributed for search engines, which is more aimed at organic traffic .
Social networks: major channels for gaining visibility
In addition to serving as platforms for communication and entertainment, social media platforms like Instagram, TikTok, and YouTube are sources of information for buyers. These channels have become essential in every company's marketing strategy , thanks to the high number of people who use them. In this world, influencers are powerful levers that companies leverage through partnerships.
It has been widely demonstrated that followers are more likely to try a product or service if it has been recommended or prescribed by a personality they follow. Working with influencers has become a key lever for quickly gaining exposure to a large audience. Companies are working with influencers to define campaigns to be deployed on social networks .
The choice of collaborator should be based on the study of their KPIs (Key Performance Indicators) of their preferred channels. This allows you to evaluate the relevance of the influencer you choose, to ensure greater reach for your publications or campaigns.
Impressions, for example, are statistics linked to KPIs that allow you to analyze the quality and relevance of your campaigns. All of these points will thus contribute to guaranteeing your visibility .
2. Improve brand image through influencer marketing
Influencer marketing also aims to develop a company's brand image . Companies can organize campaigns to position themselves on social media and give their actions greater reach. Image helps establish your expertise and ultimately become a key player.
What actions should you take to improve your image?
By posting viral content that highlights your values, you'll generate engagement around your posts on platforms like Instagram, TikTok, or YouTube. Users will react through interactions (comments, likes, shares, etc.) to create engagement .
To improve your image , it will be interesting to focus on the influencer who will perfectly carry your brand and to work on conversational skills to create a link with your community.
Organizing contests on current topics helps build your brand image. Offer relevant rewards to attract your community and position yourself as a generous brand. Followers will have a better image of your brand and will be more likely to do business with you and recommend you to other users.
Objective: Image in influencer marketing
Collaborating with influencers, experts in their field, and celebrities will give your initiatives greater visibility. This will help you boost your online reputation more quickly.
You can also partner with your most influential customers to create campaigns with a wider reach . This involves working with consumers who have already used your products or services and who have a certain influence on social networks. They can help you create content that will then be shared with their community. The engagement generated will allow you to increase your popularity.
Every action must be well thought out to help you achieve your goal of developing your brand image. Your influencer marketing strategy must highlight your values, your philosophy, and your commitment to issues related to the environment, society, well-being, and more. By showing that you champion worthy causes, you can successfully establish yourself as a responsible brand.