Key Performance Indicators for Influencer Marketing on Instagram

Abstract

The emerging field of information technology has been going through a drastic shift since social media this decade. Social media has become a new medium to share information and news rapidly. The swift flow of information in social media causes a new phenomenon called ‘social media influencer.’ The marketing team also uses the popularity of influencers in social media to expand their appeal to consumers. However, selecting influencers for a marketing campaign is the second largest issue found in digital marketing activity. Besides, influencer frauds is a common practice that results in the ineffectiveness of a marketing campaign. Therefore, carefully assessing the influencer for a marketing campaign is necessary. This research aims to find out what kinds of key performance indicators can be used to assess influencers before collaborating with them. Also, this research explores the most important KPI in Indonesia’s influencer marketing scene. This research finds there are 11 KPI found that can be used to pre-evaluate the influencers. According to digital marketing practitioners in Indonesia, the three most important KPI are followers, like-comment ratio, and audience reachability. This shows that marketing practitioners do not merely see a high number of followers for selecting influencers, but also their interaction authenticity to prevent influencer fraud.