Influencer marketing is a powerful way to boost brand visibility and engagement. But once you've completed all the hard work—finding the right creators, managing outreach, sending products (if it's a gifting campaign), and creating briefs—the next challenge is reporting on your campaign's performance.
An influencer marketing campaign report is an essential tool for evaluating the effectiveness of your campaign and showcasing the results to stakeholders. But creating a comprehensive report can feel overwhelming. What metrics should you include? How do you present the data effectively? And what insights can you use to improve future campaigns?
To make the process easier, we’ve compiled a complete influencer marketing campaign template with all the key components you need. Whether you're a seasoned pro or new to influencer marketing, this template will guide you through the essentials of crafting a data-driven report that delivers insights and actionable takeaways.
P.S. If you’re a Traackr customer you can simply download campaign reports directly from your account.
5 Key Elements to Include in Your Influencer Marketing Campaign Report
1. Campaign Performance Overview
The first step in any influencer marketing report is a summary of the campaign’s overall performance.
You need to evaluate how well the campaign achieved its objectives by tracking a few key performance indicators (KPIs):
- Performance Metrics: This is the core of your campaign report. It tells you how well the creator content worked in relation to your goals. Your KPIs will vary depending on your campaign's focus. If your goal was to raise awareness, you’ll focus on metrics like reach, impressions, and mentions. For campaigns focused on engagement or conversions, look at likes, comments, shares, and sales.some text
- Awareness Goals: Reach, Impressions, Mentions
- Engagement Goals: Comments, Likes, Shares
- Conversion Goals: Sales, Click-through Rates (CTR)
- Spend Efficiency: This metric evaluates how well your budget was utilized. Metrics such as Cost per Post, Cost per Engagement, and Cost per View help you understand the financial efficiency of your campaign. Learn more about how spend efficiency can improve your influencer program.
- Brand Vitality Score (VIT): A more advanced metric, VIT measures how well creator-generated content resonates with your audience, factoring in visibility, impact, and trust. VIT measures the visibility, impact and trust for each creator, piece of content produced and for your overall campaign. You can learn more about VIT here.
2. Content Performance Insights
In your report you’ll want to have an overview of which content performed best on each platform for your influencer marketing campaign. Understanding which content performed best is key to optimizing future campaigns. In this section of your influencer marketing campaign report, include a breakdown of top-performing posts by platform. This allows you to identify trends and themes in content that resonate with your target audience.
- Platform Breakdown: Show how different content types performed on various platforms. For example, you might find that beauty tutorials perform better on Instagram, while TikTok sees more engagement for short-form, humorous videos.
- Top Posts: Highlight the best-performing posts from creators to showcase what worked and why.
3. Creator Performance and Insights
Creator selection is one of the most important decisions you’ll make for your campaign, so understanding which creators drove the best results is crucial. Create a detailed table summarizing each creator's performance across key metrics like:
- Number of Posts
- Engagement Rates
- Impressions & Reach
- Video Views
- Comments & Shares
By comparing creator performance, you can identify trends such as whether mid-tier creators generate more engagement than VIP creators or if mega-creators drive more reach. This data will help you refine your influencer strategy for future campaigns.
Tip: Use these 3 data-driven techniques to identify the best-fit creators for your next influencer marketing campaign. Influencer marketing platforms like Traackr can help streamline the process of finding influencers.
4. Social Platform Performance Analysis
Different social platforms yield different results. A breakdown of platform-specific performance can provide you with deeper insights into where your campaign saw the most success.
- Cross-Platform Comparison: Display KPIs like posts, engagement rates, and video views side-by-side for each social platform.
- Platform Trends: Did Instagram drive the most mentions but TikTok led in engagement? Was there a particular day or time period where platform performance spiked?
Understanding platform-specific trends allows you to tailor your strategy for each network. For example, you may need to experiment with different content formats for TikTok vs. Instagram to maximize results.
Tip: Create unique strategies for each platform, as what works on TikTok may not be as effective on Instagram.
5. Key Learnings and Next Steps
A great influencer marketing report doesn’t just tell you what happened—it helps you plan for the future. This section should highlight key takeaways and outline the next steps for your team. For example:
- What went well in the campaign?
- What areas need improvement?
- What experiments or changes would you like to test in your next campaign?
Be sure to provide actionable insights, such as trying a different type of influencer, tweaking your content strategy, or adjusting your budget allocation. This will ensure that your team can continuously refine and improve your influencer marketing efforts.
Influencer marketing is all about testing, measuring, and iterating. The more you learn from each campaign, the more successful your future campaigns will be.
“There’s no time to dwell on the past. Every day good content is put on TikTok that, for whatever reason, doesn’t land. It’s just a part of the learning experience, so keep looking forward.” - Dustin Goot, Head of Monetization at TikTok.
Influencer Marketing Campaign Report Template
By following this influencer marketing campaign template, you’ll be able to create a comprehensive, data-driven report that highlights both successes and areas for improvement. This will not only help demonstrate your campaign's ROI but also guide your team toward even more successful campaigns in the future.
Ready to start measuring the success of your influencer marketing campaigns? Use this template as a guide and take your campaigns to the next level!