3 Ways to measure the success of your campaigns

3 ways to measure the success of your campaigns

As you begin to think about your campaign with the Hummingbirds, it’s helpful to select a success metric. This will help you determine how to position your campaign, which hummingbirds to select, and how to gauge success. We suggest picking one of three metrics: customer acquisition, creative user-generated content, or reach and impressions.

1. Customer Acquisition

Do you view the Hummingbirds platform as a way to introduce your brand to hyperlocal customers and retain them for life? While this is a benefit of almost every campaign, it means you’re looking at the hummingbird selection process differently than a brand whose goal is to get more reach and impressions. These brands tend to look for individuals with higher follower counts, but if you’re going the customer acquisition path, it doesn’t matter how many followers or likes a Hummingbird gets.

What matters is that their interests and preferences align with those of your brands. We encourage you to look at the “bird blurbs” that hummingbirds can submit when expressing interest in your campaign. Those who are most excited and in line with your brand and campaign will add a short note stating their case for why you should select them. If they take the time to fill out this optional section, they are likely very excited about your brand and could become a customer for life.

Whether you’re selecting 50 or 100 hummingbirds for a campaign, you’ll understand your success by tracking the long-term purchasing behavior of the selected hummingbirds. If several engaged hummingbirds come back multiple times a year, it’s easy to see the ROI of each one!

2. Creative UGC

User-generated content (UGC) is content created by customers and posted to social media. It’s a quick way to generate social proof, which ultimately builds trust between a brand and prospective customers. Trust is key to any purchasing decision, so the more UGC you have associated with your brand, the more your potential customers will trust you. Brands that select creative UGC for their campaign goal are often focused on strengthening their recognition and reputation through brand marketing.

Instead of creating your own content, which takes both time and money, rely on hundreds of actual social media users and customers to share your offering as they experience it themselves. For this type of campaign, instead of looking for hummingbirds who have high follower counts or significant engagement, look for individuals who post really creative Reels or images that you can share and repurpose on your own social media pages.

3. Reach and Impressions

If you’re approaching local influencer marketing the same way as other advertising channels, you may be most interested in the reach and impressions of the hummingbirds’ content. This is a great way to put together a comprehensive report with the mixed channels your company uses. In this instance, look for birds who have more followers and high post engagement rates. Reels tend to drive more views than static images, so look at those counts first.

Something to keep in mind as you’re looking at reach and impressions as the core success metrics is understanding the weight of a word-of-mouth impression versus a paid impression. An impression that comes from someone you know, like, and trust is very different than an impression from an ad channel you have no relationship with. Statistics show that a word-of-mouth (WOM) marketing impression results in 5x more sales than a paid media impression.