Key Performance Indicators for Influencer Marketing on Instagram

DOI

10.2991/aebmr.k.210510.027How to use a DOI?

Keywords

Social Media Marketing, Influencer Marketing, Key Performance Indicators

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.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Claudia Primasiwi
AU  - M. Isa Irawan
AU  - Rita Ambarwati
PY  - 2021
DA  - 2021/05/10
TI  - Key Performance Indicators for Influencer Marketing on Instagram
BT  - Proceedings of the 2nd International Conference on Business and Management of Technology (ICONBMT 2020)
PB  - Atlantis Press
SP  - 154
EP  - 163
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210510.027
DO  - 10.2991/aebmr.k.210510.027
ID  - Primasiwi2021
ER  -