The first of its kind on the European market, the toolkit is an online interactive matrix that enables influencer marketing professionals to define their campaigns and objectives, and evaluate them according to the most relevant performance indicators available.
Spanning around 50 of the most common and pertinent indicators used in influencer marketing today — such as impressions, reach, CMP, or EMV, for example — the toolkit provides clear definitions of their specific usage, calculation methods, advantages, and drawbacks.
The Influencer Marketing Measurement Toolkit has been published by the French Union of Public Relations Consultants (SCRP) and is the result of a collaborative process involving key industry actors including Kolsquare and Meta.
“For several years, Kolsquare has been working actively with our industry colleagues to align on the most relevant KPIs for our industry, and to develop clear definitions which will contribute to greater professionalization in our industry,” comments
Quentin Bordage - Kolsquare CEO & Founder
“I personally fought for the inclusion of Earned Media Value (EMV), which of course has its limits, but for me is still the most efficient and commonly used KPI to monitor the awareness impact of an influencer marketing campaign.”
EMV is one of the earliest and most enduring performance indicators used by influencer marketers to evaluate the impact of their campaigns. In simple terms, EMV assigns a monetary value to an influencer campaign by estimating the amount that would have been spent on a traditional media campaign with the equivalent impact.
But as the influencer marketing industry has developed and new indicators have developed, a lack of understanding of what EMV is and how it should be used has led to vigorous debate about its continuing relevance.
Such debates are indicative of the urgent need for a toolkit to guide influencer marketing professionals in their day-to-day operations: clearly defining the pros and cons of each of the KPIs available to brands enables them to make better decisions for their business.
To this end, the Influencer Marketing Measurement Toolkit proposes guidelines for measuring campaign effectiveness by classifying performance indicators into three main categories: actions deployed, campaign exposure, and transformation among target audiences.
Using this classification system, brands and agencies can establish a personalized campaign effectiveness assessment.
The Influencer Marketing Measuring Toolkit complements the previous work previously accomplished by the SCRP in developing a measurement benchmark for the media relations industry.
A French initiative, the toolkit has been designed for use in the context of international results measurements, and developed in line with standards defined by the International Association for the Measurement and Evaluation of Communication (AMEC).
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders).
Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors.
Kolsquare has built a thriving global community of influencer marketing experts, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube.
As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.