Fueling smarter partnerships
As influencer marketing continues to be a significant component of brand strategies, many companies face challenges in quantifying its effectiveness. According to industry insights, while a substantial number of brands invest heavily in influencer collaborations, a notable percentage still struggle with accurately measuring the return on investment (ROI) of these campaigns. This lack of clear metrics often leads to uncertainty in budget allocations and partnership decisions. The absence of a structured approach to measure influencer performance rendered marketing efforts less effective and more speculative.
In this context, our client, a leading American energy drink company, found itself investing a significant portion of its branding budget into influencer marketing. However, without concrete data on how frequently each influencer mentioned the brand, the level of audience engagement, or the tangible returns from these posts, the team faced difficulties in making informed decisions about contract renewals and budget reallocations.
Scanning the social universe
Netscribes first captured every branded post those 450 influencers shared across Facebook, Instagram, X, YouTube, and Twitch, logging reach as well as likes, comments, shares, and views. Each mention was then rated for brand relevance—high, medium, or low—to separate genuine advocacy from background noise. This helped the brand begin to measure influencer performance beyond just follower counts and vanity metrics.
Turning metrics into money
The raw signals were channelled into a Tableau scorecard that blended reach, engagement, and creator fees. Using a weighted engagement taxonomy—applause, conversation, and amplification, the model ranked every influencer and revealed the dollars-per-engagement their content returned. For the first time, the brand could measure influencer performance in business terms, not just social ones.
Read more: BI reporting that pays off: Smart data mapping unlocked influencer ROI
Insight that pays off
The brand could see all creator activity in a single view, flag low-yield partners, and re-allocate budget to rising stars thanks to one dynamic dashboard. ROI snapshots, that refreshed weekly and monthly, provided negotiators with compelling quantitative data and reduced analysis time for both the marketing and finance teams. The ability to measure influencer performance consistently gave the team confidence to take action faster.
Your partner in creator ROI
At Netscribes, our digital media solutions help turn social-media noise into actionable intelligence. Our data-driven, visual scorecard provided our client with an easy and scalable way to evaluate the influencers they were working with and understand whether the compensation they demanded matched the value they delivered. This gave the client the tools to measure influencer performance accurately, manage relationships more effectively, and maximize returns on their influencer marketing investments.
Download the case study to discover how a clear scorecard can power smarter influencer investments.
