Influencer marketing has seen a rise in effectiveness over the past few years. But as with any marketing strategy, competition is inevitable.
So how can you stand out from the crowd and increase the performance of your influencer campaigns?
To answer this question, we’ve compiled a list of benchmarks you can use to measure the success of an influencer marketing campaign. By using these benchmarks, you can understand the areas you need to improve and what you’re doing well.
1. Engagements
Engagements are one of the most important factors when it comes to influencer marketing. If your influencer’s audience is actively engaging with their content, they’re more likely to engage with your brand, too.
Engagements can include likes, comments, shares, and saves. Make sure you’re tracking all of these metrics to get an accurate picture of how well your influencer’s content is performing.
2. Views
The number of views an influencer gets on a video or photo is a great way to measure how well your campaign is doing. If an influencer’s views are higher than normal, it could be because your campaign is resonating with their audience.
You can also measure the number of views a video gets on YouTube to see how well your campaign is performing. The more views a video gets, the more likely it is to be shared and seen by a larger audience.
3. Clicks
Clicks are a great way to measure how engaged your audience is with your influencer’s content. If your influencer’s audience is clicking on the link to your website, it means that they are interested in your products and are likely to convert.
You can track clicks by using a link shortening service like Bitly or by setting up a UTM code for your influencer’s link. Be sure to track clicks on your influencer’s content as well as on your own website to get a complete picture of how well your influencer campaign is performing. That’s a must if you’re treating influencer marketing as part of long-term marketplace growth strategies, not just a one-off campaign.
4. Shares
Shares are one of the most important metrics for a social media influencer marketing campaign. When an influencer shares your content, they’re giving you the opportunity to be seen by a whole new audience.
If you’re trying to reach a new audience with your influencer marketing campaign, shares are a great way to measure how successful you are. If the influencer’s followers are sharing your content, it’s a good sign that you’re reaching new people.
In addition to tracking shares, you should also track how many people are seeing the shared content. This can give you a better idea of how many potential customers you’re reaching, which is useful information for lead list companies.
5. Impressions
Impressions are the total number of times an influencer’s post has been seen. This is different from reach, which is the total number of people who have seen the post.
Impressions take into account the number of times a post has been seen by the same person. This is important because it gives you an idea of how many times your content is being seen.
If you’re trying to increase brand awareness, then impressions are a key metric to track. If you’re trying to get your content in front of as many people as possible, then impressions are a key metric to track.
6. Brand sentiment
Brand sentiment is a measure of how people feel about your brand. Sentiment can be positive, negative, or neutral. This is a good metric to track to see if your influencer marketing campaigns are having a positive impact on your brand.
To measure sentiment, you can use a social listening tool to track mentions of your brand and see what people are saying about it. You can also look at the comments on your influencer’s posts to see what people are saying about your brand.
For B2B brands promoting complex solutions like AI agents for customer support, sentiment analysis is especially important. Influencer content often shapes how audiences perceive trust, reliability, and real-world usefulness. Tracking tone and context in comments helps teams understand whether influencers are reinforcing credibility or creating confusion around the product’s value.
7. New followers
A successful influencer campaign will help you increase your social media following. You can measure your success by tracking the number of new followers you gain during the campaign.
To calculate this, take the number of new followers you gained and divide it by the total number of followers you had at the start of the campaign. Then, multiply that number by 100 to get your percentage of new followers.
For example, if you had 1,000 followers at the start of your campaign and gained 100 new followers, your new follower percentage would be 10%.
8. Sales
The most important metric for any marketing campaign is whether or not it drives sales.
However, influencer marketing is often more about brand awareness and consideration than it is about driving direct sales. That’s not to say influencer campaigns can’t drive sales, but it’s important to set realistic expectations.
If your goal is to drive sales, you should work with influencers on a commission basis or track custom affiliate links or coupon codes. You can also use UTM codes to track traffic from your influencer campaigns to your website.
Pro tip: Consider offering a discount code to the influencer’s audience to encourage sales and to track the impact of the campaign.
9. Return on investment
Last but not least, you should measure the return on investment (ROI) of your influencer marketing campaign.
There are a few different ways to measure ROI in influencer marketing. However, one of the most common ways is to use the same formula you’d use to calculate the ROI of any other marketing campaign.
To calculate ROI, simply subtract the cost of your campaign from the revenue it generated, then divide that number by the cost of the campaign. Multiply the result by 100 to get the ROI as a percentage.
For teams that want cleaner attribution, ReferralCandy is commonly used to run influencer, affiliate, and referral campaigns with trackable links/codes and reporting on clicks, conversions, and revenue—so sales and ROI benchmarks map back to specific partners.
Conclusion
There are a plethora of influencer marketing statistics to dive into, but the ones above are some of the most important. The benchmarks and data points should help you better understand how to track and measure your influencer marketing campaigns.
