Insights1 min read
Follower count is not a media plan
Reach tells you how many people could have seen something. It tells you nothing about whether anyone was persuaded. Here is what we look at instead.
By Leah Banda · Head of Content
Industry
Leah BandaHead of Content1 min read
Measuring a campaign honestly
Including the parts that did not work.
The standard creator campaign report selects the metrics that performed and presents them as the objective. Everyone involved knows this. It persists because the alternative requires agreeing what success means before you know whether you achieved it.
Agree the measure first
One primary metric, tied to the commercial objective. Secondary metrics for diagnosis, clearly labelled as such.
Report the misses
A report that only contains good news is not information, it is reassurance. The value in the analysis is in what underperformed and what that tells you about the next brief.
If a campaign underperformed, we say so, and we explain why. That is the only way the next one gets better.
Tagged
- measurement
- reporting
- industry
Leah Banda
Head of Content
Edits the Celebrityze journal and runs growth strategy for the roster.
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