January 2, 2019
Metrics you need to know!
In this guide you’ll learn how to help clients grow their businesses, how to find your next Commerce client, why Circle members earn more on e-commerce sites, and how to choose a Commerce plan and template.
To become a social creator campaign expert, you need to know how to interpret results we measure for your campaign.
Impressions and Engagement
With creators distributing content made for your campaign, you want to know how many people you have actually reached and saw your brand content. That is what we call impressions; the amount of people who have seen the content. We can track this because we pull in data of connected social channels.
Note that impressions measure something different than reach! The reach a social creator has, is the amount of people that can potentially give the content an impression.
Based on Instagram and Facebooks algorithm, impressions generated per post are based on different measures e.g. reach, engagement, date & time of posting etc.
‘Engagement’ is another important metric. How many people are actually engaging with the content made for your campaign? Are people sharing, commenting or liking the posts? And does this eventually mean that these people are interacting because they like the content and/or the brand.
As soon as the first post for your campaign is created by a creator*, a 'performance' tab is populated in your personalised dashboard to retrieve insights into performance metrics of all of your campaigns, 24/7. This tab serves as a proxy for overall campaign performance and highlights, both on the aggregate and on the individual level, who has posted what and what the overall/individual performance to-date has been.
The number of creators who have produced content for this campaign: 5 creators
The number of content pieces as produced by the above creators: 34 pieces of content
The respective countries of origin where the content was distributed: 3 different countries
The amount of engagement points (absolute likes, comments and shares) as produced on the respective content: 57K generated engagement points
The total amount of impressions generated through the above creators posts: distribution of impressions over the different social channels used for this campaign and the total amount of impressions
Realised average engagement calculated over the total number of creators versus the average engagement of these creators. For example: 2.57 is the average engagement that we would have expected based on the creators’ usual average engagement. However, the actual realised engagement for this campaign is 2.39. The same statistics are illustrated for both Twitter and Facebook. The total average engagement rate (in %) of all the social channels is compared to the average of all the pooled creators social channels combined.
*During the application period of your campaign, this tab will not be shown yet
Breakdown of Data
Check out the breakdown of impressions, engagement & followers - per channel and per vertical - over the entire period of the campaign.
To find out what content you would want to distribute on your own social channels and email or with what social creator(s) you would like to work with again, check out your top posts! We display this in your dashboard either by impression or engagement rate.
Instagram’s Paid Partnerships
Instagram has recently tested launched new tools to bring transparency and consistency to Branded Content on Instagram. ‘The tools consist of a tag to help creators disclose when a post is the result of a partnership and insights to help businesses access the performance of their branded content campaigns.’
The tool communicates a commercial relationship between a social creator and a business. When a post is tagged, people will see “Paid partnership with [business partner]“ in the post's header. According to Instagram you have control over the partnerships because of the following:
Access to Insights: Tagged business partners will be able to see the reach and engagement (likes, comments) of these feed posts in their Facebook Page Insights. For Instagram Stories, tagged business partners will have a 14-day window to see the following metrics: reach, taps forward, taps backward, replies and exits. Creators will continue to see metrics in their app insights.
Partner Approvals: This is intended for brand safety and will provide Instagram’s business partners with the option to approve their social creator partners in advance before they tag them in a post.
See images on how to turn on partner approvals.
The default setting for Partner Approvals will be switched off, so that creators can easily tag their business partners without any barriers. However, business partners can turn on the Partner Approvals feature at any time, and approve creators before they can tag the business partner.
As described by Instagram, Tagged businesses also now have the ability to opt-out of a Branded Content post. Once the campaign goes live, the business partner will receive a notification via Facebook, Instagram, and Instagram Direct if it is a Branded Content post on Stories. If the business partner wants to be removed from the tag, they can do so in one of two ways:
One option is to use Facebook pages/ Business Manager. To remove a tag from Facebook pages, a Business must select either the posts tab or stories tab, and then click on the downward arrow next to the creator's handle, and click the "remove" button.
A second option is to remove the tag within Instagram. The business partner can click the three dots on the right hand side above the post and then select the “remove” option.
Once the campaign goes live, the business partner will see organic insights in the “Branded Content” tab in FB Page Insights. Business partners must have a FB Page to create an IG Business Profile.
For Instagram Stories, tagged business partners will have a 14-day window to see the following metrics: reach, taps forward, taps backward, replies and exits. Creators will continue to see metrics in their app insights.
Stories insights will last only 14 days, while feed insights will last forever.