When it comes to tracking the success of your influencer marketing campaign, there is a lot of inconsistency across the industry. The Motherhood has compiled a glossary to help you understand the terms you need for measuring social media metrics for your next influencer campaign.

Organic Metrics

• Impressions: Number of followers
• Reach: Number of people who saw piece of unique content
• Video View Rate (Instagram Reels Metric Only): Total number of views / total number of followers x 100
  • Industry Benchmark: 10.53% (Source: SocialInsider)
• Engagement Rate: By channel, by content type – see below

Instagram Reels: Engagements (likes, comments, shares, saves, organic views) / Followers

Instagram In-Feed/Static Posts: Engagements (likes, comments, shares, saves) / Followers

Instagram Stories: Engagements (likes, replies, shares, sticker taps, link clicks, taps back, profile visits) / Followers

TikTok:  Engagements (likes, comments, shares, saves) / Views

Facebook Reels: Engagements (likes, comments, shares, saves, organic views, clicks) / Followers

Facebook In-Feed/Static Posts: Engagements (likes, comments, shares, saves) / Followers

Benchmarks Source: CreatorIQ

Paid Metrics

Impressions

• Meta: The number of times an instance of an ad is on screen for the first time. Source
• TikTok: Number of times your ads were shown. Source

Reach

• Meta: The number of Accounts Center accounts that saw your ads at least once. Reach is different from impressions, which may include multiple views of your ads by the same Accounts Center accounts. Source
• TikTok: Number of unique users who saw your ads at least once. Source

Engagements

• Meta: Total number of actions (likes, comments, shares, saves, clicks, photo views & video plays) Source
• TikTok: Total number of actions someone takes with your ad (likes, comments, shares, saves, clicks and video plays) Source

Clicks

• Meta: Includes link clicks as well as clicks on other parts of your ad, including link clicks, post likes, comments or shares, clicks to a Facebook Page or Instagram profile and clicks to expand a photo or video to full screen. Source
• TikTok: Number of clicks from your ads. This includes clicks that lead to destination as well as those for social and interaction purposes, similar to Meta. Source

Click-thru Rate (CTR)

• Meta: The percentage of impressions that received a link click out of the total number of impressions.
  • Average CTR for Meta ads is 0.9% Source
• TikTok: Percentage of impressions that resulted in a destination click out of all impressions.
  • • Median CTR for TikTok Ads is 0.63% Source

Video Views

• Meta: The number of times your video was played at 25% of its length, including plays that skipped to this point. Source
• TikTok: Number of times your video was played at least 25% of its length. For each impression, views are counted separately and replays are excluded. Source

Understanding the terms you need for measuring social media metrics for your next influencer campaign is vital to calculating success. It can tie results back to your KPIs, leveraging insights to help inform your future influencer strategy and setting your own benchmarks.  Need help figuring it all out? Contact us today!