One of the forms of digital marketing across social media sites is what’s known as brand partnership. As its name implies, this refers to brands partnering with influencers on social media sites to promote their products and services. Brand partnership earned its claim to fame for reasons like it’s a cost-effective form of marketing while driving more leads towards your social media site.
As is the case with any marketing strategy, however, it’s crucial to keep tabs on the performance of your effort. That way, you can ascertain whether or not your brand partnership has worked or if there’s still a need to do some revisions and tweaks to your efforts. Studying your metrics helps you have a sense of accountability so as not to be left in the dark in understanding the results of your marketing efforts.
By the time you finish reading this guide, you’ll have insights into the key metrics that define a successful Instagram brand partnership, whether or not you choose to buy Instagram followers or aim for organic reach.
- Engagement Rates
Consumers today are looking for brands that show good engagement. They want to feel like they follow brands that converse with their followers and are easy to approach. Beyond its corporate image, consumers like brands that have that human touch to them, where the people’s personality behind the brand shines.
It is the reason why it’s vital to study your engagement rates. It can include comments, retweets, direct messages, shares, and likes to all of your posts. If your engagement rate has significantly gone up since partnering with an Instagram influencer, then that’s a telling sign that their efforts are working well to your advantage.
- Audience Growth
How many organic Instagram followers have you gained each month because of your partnership with that Instagram influencer? Over time, your number of followers should increase steadily because of your brand partnership. If not, it may be a telling sign for you to reach out to another Instagram celebrity or influencer instead.
The Instagram growth rate is also referred to as the speed at which your audience is growing. You can check your analytics and calculate or compare this monthly.
- Post Frequency
As its name implies, post frequency refers to how often the Instagram influencer your brand has partnered with posts. You need to check that it’s neither too high nor too low.
When the post frequency is too high, then the influencer you’ve partnered with may not be that effective in keeping the attention of their followers. In the long run, the engagement rate may go down.
On the other hand, if the frequency is too low, the influencer may not be as committed when the collaboration starts. If you notice that changes in the post frequency need to be made, then discuss it right away with the influencer you’ve partnered with, so you can improve its likelihood of success and effectiveness.
- Quality Of Branded Content
A successful brand partnership on Instagram is also one that characterizes how successful a brand partnership is. Your partner influencers shouldn’t merely settle for low-quality content. The goal should be to post top-notch content consistently. The performance of each content made by your brand influencers should be high.
Henceforth, it’s a must to ask the influencers you’ve partnered with for a regular analytics report for each of their content. Whether it’s a video, written blog, or any other post, the ratings should be consistently high.
Your reach, as a metric, talks about how many people are seeing your content at any given time. Specifically, this refers to the actual views.
There’s no need to complicate the importance of reach. It’s a key metric to assess because it gives you insights into how people view your Instagram brand partnership posts.
There’s no one-size-fits-all approach to what a good number is. Ultimately, it has to be considered alongside the total number of followers on your brand’s Instagram account. It is something for you and your team to determine whether or not you’re satisfied with the results.
Today, digital engagement by brands is a lot different from how it looked in the past. Advertising models have significantly evolved, and now brands are tapping into partnerships with influencers to promote their brands. High-value content collaborations are now utilized even more for brands to better connect with their target audiences. It’s an effective and tried-and-tested model, but this doesn’t mean you shouldn’t measure its success. Take note of the key metrics above to ensure that your Instagram brand partnership works positively well for your business.