As you work on influencer campaigns for the Japanese market, you might have faced this question — how to actually measure the successes of a campaign and the Return on Investment (ROI)? We imagine that measuring the campaign’s ROI is challenging for many marketers that deal with influencer marketing.
According to a survey conducted by Rakuten Marketing, 38% of marketers are unable to evaluate whether influencer campaigns drive sales, and 86% are not sure how influencers calculate their fees. The survey also shows that marketers are more likely to use influencer campaigns for increasing brand awareness and website traffic rather than increasing sales.
There are four ways that marketers, who need to ensure influencer campaigns can bring success, can measure the ROI ensuring that they meet the goals of their campaigns when working with the Japanese influencers.
1.Know Your Goals and Objectives of an Influencer Campaign
When planning for an influencer campaign in Japan, you need to set specific objectives. This is an obvious point, but having specific objectives are extremely important. Examples of objectives can be something like targeting for an increase in brand awareness by 30% in the next six months or increasing the number of visitors to a corporate website by 20%. These clear objectives will enable you to evaluate the success of the influencer campaign.
2. Tracking Branded Hashtags on Japanese Social Media
Indicating whether the influencer campaign meets the Key Performance Indicators (KPIs) is also important. This can be done by using a branded hashtag or unique discount code hashtag. By tracking these kind of hashtags, you can measure the impact that these influencers in Japan have on the campaign and compare it against KPIs. There is a range of KPI types such as digital marketing KPIs, SEO KPIs, and social media KPIs. If you or a marketing team have a software for KPIs, utilizing it will be beneficial for evaluation of the influencer campaign. You can then evaluate the ROI of the campaign.
3. Measuring Impressions
Impressions (also known as Opportunity to See, OTS) are good measure of visibility for social media posts. Impressions for campaigns in Japan can be directly correlated with the number of times people see the post by an influencer. This statistic will help you evaluate accurate results of the influencer campaign as it tells you how many people can actually see the influencer’s post.
4. Evaluating Engagement Rate
When talking about the engagement rate, it typically includes the number of comments, likes, and shares of a post. The combination of these numbers is calculated based on the number of followers that a particular Japanese influencer may have. Influencers who engage with their followers are more influential than influencers who just disseminate content.
The ROI of influencer campaigns depends on your goals, and effective methods should be considered in order to evaluate the impact of the campaigns. At Fit Digital can help your brand optimise influencer campaigns and have connections with various types of influencers in Japan!