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Better influencer marketing

Influencer Content Tracking: How (& Why) To Monitor Influencer Content Automatically

Better influencer marketing
5 min
read
March 22, 2022

You're being bombarded with branded content. Your partnerships overwhelm you. Posts, stories, reels; you could write a Ph.D. on content formats. Congratulations, you're growing with influencers. 

The more successful you are with influencer marketing, the harder it is to keep track of everything that’s going on. 

How will you monitor the content that your brand ambassadors are posting each week? How will you find the top performing content so you can replicate your success? How will you make sure content is on-brand and compliant?

You need a content tracking process for achieving scale in influencer marketing. Luckily, you can automate it with an influencer monitoring tool.

The need for automated influencer content tracking

You didn’t spend years developing your marketing skills to spend your days screenshotting Instagram stories. You didn’t spend weeks recruiting influencers to let all their content fly into the wind. In order to build a world class influencer program, you need to have your finger on the pulse.

Here’s three key things you can achieve with an automated system to track influencer content.

1. Keep things on-brand, compliant, and high ROI

If you have 20 influencers publishing 1 post and 2 stories per week. That’s already 240+ pieces of content per month, and that could increase quickly.

You could track manually. Of course, this becomes extremely difficult and would require many hands. You also risk getting blocked by Instagram for behaving like a bot account. With stories disappearing after 24 hours, you'll have to be constantly watching for new posts.

You also need to make sure everything meets your brand guidelines, and has relevant hashtags & ad disclosures. Doing any of these things manually is painful, time-consuming, and not at all scalable.

2. Find top performing content to replicate your wins

The faster you can understand which post types & which influencers are performing the best, the faster you can:

  • Teach other partners what’s working & how to promote your brand effectively
  • Look for more similar influencers & audiences to partner with
  • Make your influencer program profitable

Checking performance manually is not only inefficient, but it means you’re likely to miss patterns & insights. It’s not possible to compare influencer activity, post engagement rates & other insights manually with accuracy. 

Adding data to a spreadsheet is helpful, but it simply takes too long, and lacks the visual element of being able to see the posts side-by-side.

3. Collect content for repurposing

There are a bunch of reasons you might want to collect influencer posts for repurposing. For example: 

  • For reporting internally, or to clients
  • For creating social proof on a website/landing page
  • To use in your own social content

Once again, trying to collect all of your content manually is painful, time-consuming, and you’re likely to miss content. Especially stories. 

How to keep track of influencer content easily (even at scale)

The solution to all of the challenges above is to use an influencer monitoring platform. Here’s how you can automate your influencer content tracking step-by-step using Modash. Once you’ve started using it, you’ll never want to go back to the old way again.

We’re going to create a campaign dashboard that tracks all the relevant influencers (and their content) in one place using Modash. If you don’t already have an account, you can start a free trial in just a few clicks (no credit card needed).

1. Create a Monitoring campaign & add / import your influencers

Note: I’m assuming here that you already have active influencer partners. If not, start with Influencer Discovery.

Once you land in the Modash dashboard, you’ll see ‘Monitoring’ in the left sidebar. Navigate there, and you’ll see a screen that looks something like this:

I recommend checking out the sample campaign to see how things will look first.

Next, click ‘New Campaign’. Here, it’s time to add your partners. You can do this in two ways: either by searching usernames to add profiles, or by importing a list to bulk-add.

2. Set up tracking for hashtags, mentions, and tags

Next, you need to decide which Posts, Stories, and Reels to monitor. The tool works by tracking your specified hashtags, mentions, and tags. Any partner content that meets these requirements will be automatically tracked. You can add/remove these later too.

You also have the option to set up alerts here by checking the boxes. If a post is missing a mandatory hashtag or ad disclosure, for example, the tool will flag it up for you:

That helps you keep on top of content guidelines, and avoid any potential compliance issues in the future. Without the need to keep checking directly on Instagram all the time.

3. Select the campaign start date

This one is pretty straightforward. Choose your campaign start date!

If you choose a date earlier than today, the campaign will still detect Posts & Reels, but not Stories which have already disappeared.

And that’s it! You’re done with setting up content tracking. The system checks for new content every 12 hours on average, so it might take up to that long to populate the first pieces of content.

Now what? You can either learn to knit (or whatever is your next hobby of choice) with all the extra time you’ve just got back, or, you can start using the data you collect here to improve & scale your campaigns.

4. Compare your influencers, post types, and learn how to scale your campaign

The more influencers & posts you have in your campaign, the richer your insights will be. Over time, this dashboard will start to become a treasure trove of ideas & data to improve your influencer performance.

Here’s two key things to look out for:

Top performing influencers

You’ll be able to see at a glance which influencers post the most, their total engagements, and their engagement rate percentage. Look for trends. For example, if you’re recruiting fitness influencers, you might identify a specific subset that performs above average. That might be yoga teachers, personal trainers – whatever it is, you can learn from that & aim to connect with more similar profiles.

Top performing post types

Even within similar influencers, you might see a big range in post performance. That could be down to that influencer’s relationship with their audience, or it could be related to the specific angle or style of content they’re posting. Keep an eye out for particularly successful posts. What stands out? You can learn from that, and use it to teach your other partners how to effectively promote your brand.

What’s next?

Now that you’ve got this step of your influencer marketing channel nailed, it’s time to scale things up. You have the infrastructure in place to handle high volumes of content & partnerships.

Start the cycle again, and find new influencers. If you have some particularly successful partners, use the influencer lookalike tool in Modash to identify profiles with similar audience interests & demographics.

If you need help, ask our team for support: hello@modash.io

We’ve been talking to influencer marketers all day every day for years. Chances are, we have some tips & tricks for you to maximize your influencer marketing results.

Good luck!

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