“Communication – the human connection – is the key to personal and career success.”

                                                                                                                                      -Paul J. Meyer

It’s a somewhat dreaded time of year. QBRs and quarterly reports aromas fill the air and you know that your influencer marketing report to leadership is just over the horizon. Whether it’s been an okay quarter or a great one in terms of performance, the task at hand is creating a report for your boss. This task, while daunting, is a massive opportunity for your team to highlight the value you’ve added and provide context on your challenges. If you need help figuring out where to start or how to lock down that next promotion, keep reading to learn how to create a compelling influencer marketing report.

Goal-Getter

Assumedly, before any of your campaigns had been launched in 2021 or 2022, you had taken the time to establish some goals and KPIs. Regardless of what those goals were, they are critical in the creation stage of your report and will guide the report’s content. Your goals act as guides to highlight the aspects of your presentation that you find most pertinent and persuasive. 

For your report to be received positively, there must be quantifiable evidence of performance, showcasing the value to the reader. The best part of creating your own report is that you have the ability to choose which pieces of evidence you want to highlight and by doing so, control the narrative you want to convey. So unless you had an absolute goose egg of a quarter, there should be more than enough great statistics to cover for the not-so-great ones.

 

5 Key Aspects of a Compelling Report

 

    • Overview

Your report is not just data; it’s a story. Every great tale starts with a table of contents, or in our case, a program overview. For time-crunched readers, this single slide presents value and key metrics upfront at a high level and leaves the audience with fewer questions.

Create a table with each row representing a campaign, with two final rows for totals/averages and industry benchmarks. Include the following metrics as columns — these data points are the KPIs leadership wants insight into: 

        • Costs 
        • Influencer participants 
        • Social posts 
        • Total impressions 
        • Total engagements 
        • Engagement rate 
        • Cost per impression 
        • Cost per engagement 

 

    1. Top Performers

A quick highlight of which influencers and what content provided the most value for your program is a critical step in exhibiting your success. Feature a slide with your top five influencers and top five pieces of content based on engagement. This data sets an example for leadership and will aid in the ideation of future campaigns. 

 

    1. Campaign Performance Depth

You’ve just created an easy way for any reader to learn about the progress of your influencer program. Now, at this stage in the report, you can launch into more in-depth information about each campaign by highlighting KPIs that you hit and addressing any gaps in your strategy. Depending on the amount of time you have to present, a slide or two detailing the intricacies of each campaign can be more or less valuable, but ultimately adds substance to the “story” of your report. 

 

    1. Insights

This is the most important part of your report. Data is great, but it’s vital to always do something with said data. In the reporting story, your insights are overarching themes and the drivers that will determine your final chapter — aka, recommendations for future influencer strategy. While each report has its own specific insights that make it valuable, a common method of categorizing insights is by Influencer & Audience and by Content & Campaign. 

Influencer & Audience Insights

      • Geographic – Where are they? 
      • Demographic – Who are they? 
      • Interests – What do they like?

 

Content & Campaign Insights 

      • Changes – How has the content or campaign changed? 
      • Content types – What types of content performed well? 
      • Challenges – What obstacles were faced? 

 

    1. Recommendations

So, the reader has followed the journey of your report story through your goal framing, high-level overview, in-depth campaign details, and provocative insights. You’re now ready to provide the real value of your report with recommendations. 

Your recommendations will be specific to your report, but it’s critical to convey tangible further actions in the following three categories: opportunities, challenges, and recommendations. Within the opportunities section, give a broad scope of what is possible for your team in the coming year or quarter. Challenges should give context on what hasn’t worked and why. Last but not least, your recommendations should talk through how to optimize moving forward.

 

Conclusion

It’s difficult for your boss to understand the amount of time and effort that you and your team have put into your influencer programs. A compelling report is your time to show leadership just how hard you’ve worked, highlight the successes you’ve had, and provide context for any shortcomings. But remember, none of the work you’ve done matters if you can’t communicate your wins and losses in a persuasive story. 

If you want more budget or a promotion, the way in which you illustrate the goals you’ve crushed, insights you’ve learned, and recommendations you proposed are the best way to get there. You can trust Mavrck as we’ve told our influencer report story hundreds of times, and are happy to help you tell yours. To get you started, we’ve created a blank reporting template deck in our Influencer Marketing Measurement: How to Create an Effective Report resource, with all the bones you need to show leadership just how much value your influencer programs provide.