Ask for these influencer campaign stats

An influencer can bring fresh eyes, unique content, and new audience awareness to your destination. Our co-founder Sheila Scarborough would rather be called a blogger than an influencer, but either way, she knows how to shine a spotlight, like here in downtown Waco, Texas, covered in her blog post What’s Waco Known For? The Wrong Things.


If you hire an influencer/blogger to provide paid media coverage about your destination, what sort of influencer campaign stats should you expect them to share with you?

A bunch of online coverage about your town is one of the benefits of hosting an influencer, but you won’t have visibility into their website or social media statistics or data unless they provide it as site/platform administrators.

So, what information should you ask to see, if they are not already sending it to you in an agreed-upon report of some kind?

Related post – 5 tips for influencer marketing in tourism, plus a sample contract

Our co-founder Sheila started out as a travel blogger in early 2006, well before many DMOs understood the value of online publishing and social media. That has certainly changed.

Although her main focus these days is our training and educational work at Tourism Currents, she still does paid content projects occasionally, including a recent one for the Waco, Texas Convention and Visitors Bureau.

We thought you would like to see what sort of influencer campaign stats she provided to the Waco tourism pros.

First, A Caveat

You want quality content that will last over time. Catching a viral buzz on one platform sounds nice – *cough Instagram cough* – but that is not what you are after with a well-rounded online campaign.

Choose influencers and bloggers who publish on multiple platforms including at least two that can have lasting impact over time on search engines, like a blog or a YouTube channel or Pinterest or a podcast.

Unless you want to throw money around, avoid “one-hit wonders” no matter how many followers they have on their favorite platform.

Also, make sure that everyone is clear about disclosing paid content, including using the #ad or #sponsored hashtag on social. Truth in advertising matters.

Next, The Stats

**  Blog posts.

Get stats for the first week or so after publishing, then an update after a few months go by. If they see a big bump to a post or posts even months or years later – happens all the time – make sure they tell you.

Also ensure that YOU are sharing their blog post links more than once in your own email newsletters and on your social channels; too many DMOs drop the ball on this.

  • How many users (unique visitors) came to the influencer’s blog posts about your destination? How much traffic did they get relative to other posts on their blog?
  • Where did the referral traffic to the posts come from? Which platforms drove the most traffic to their posts about you?
  • Did the influencer share the post to an email list? What were their open and click-through rates?
  • We’re assuming that the influencer linked to your website or blog in their posts, so look at your own site analytics. How much traffic did their posts drive to your site?


**  Facebook.

If they are publishing on both a personal FB profile and a brand Page for their business, get stats for both.

Reminder: have YOU interacted with the FB posts as your brand, and responded to any comments?

  • FB post reach, comments, Likes, Shares, clicks through to a post if it’s a link post. Post engagement rate is key.
  • FB videos – minutes viewed, engagement.


Related postInfluencers for destination marketing: 5 things to consider


**  Instagram.

Instagram is probably the social platform with the clearest rules and processes for paid content. Become familiar with branded content on Instagram, particularly their Branded Content Tool, also known as the paid partnership label. It needs to go on the influencer’s posts, Stories, Reels, and Live video.

Reminder: have YOU interacted with the IG content as your brand, and responded to any comments?

  • IG post reach, including impressions from hashtags and Explore, plus content interactions and saves.
  • IG Stories reach and interactions. How much drop-off from the first panel/element to the last? Any clicks on link stickers? Is the influencer saving the Story as a Highlight on their account?
  • IG Reels plays, interactions, saves. Did any of the Reels also play on Facebook? What were the results?


**  LinkedIn.

If they are publishing on both a personal LI profile and a brand Page for their business, get stats for both. You can also publish an article on LinkedIn as either a profile or a Page; if your influencer does that, it will have analytics info, too.

Related postHow to use LinkedIn for destination marketing

Reminder: have YOU interacted with the LI content as your brand, and responded to any comments?

  • LI personal profile posts: impressions, reactions, shares.
  • LI Page posts: impressions, reactions, shares, engagement rate percentage.


**  Twitter.

Sheila likes to do a running “live tweet” thread during a visit, then review the stats once the thread/visit is complete. Here is the starting tweet from her first Waco visit.

Reminder: have YOU interacted with the Twitter content as your brand, and responded to any tweets?

Yes, these reminders are repetitive, but we are surprised by how many DMOs don’t interact on social with the influencers they’ve hired, and amplify the work – that they are paying for! – back to their own followers. 

  • Tweet impressions, engagements, engagement rate percentage.
  • How did destination-related tweets popularity compare with the influencer’s other top tweets for the month?


**  Pinterest.

We are big fans of Pinterest because you can link a Pin (driving traffic back to a particular blog post or website page) and it is a travel inspiration search engine, where content lasts.

  • Pin impressions, Pin clicks, saves, outbound clicks via the associated link.
  • Idea Pin impressions, Pin clicks, saves. You can’t link an Idea Pin, unfortunately.


**  YouTube.

Too many DMOs, tourism partners, and even influencers are creating video for a single platform like Facebook or Instagram, but forgetting to also upload it to their YouTube channel. This means missing out on long-term search engine discovery opportunities. Park your tourism marketing videos on YouTube.

  • Video views, average view duration including average percentage watched of the entire video. Traffic sources (how people find the video, including the search terms they use to find it on YouTube) including external sources, like if it’s embedded in a blog post or the link is shared on another social channel.
  • On some videos you can even get a breakdown of viewer age, gender, and the geographic location that they watched from.


**  TikTok.

We have not personally experimented with TikTok, but here is some guidance on measuring TikTok influencer marketing.

Even if you haven’t added influencer marketing to your arsenal, we hope that this newsletter is a reminder of how many helpful statistics are available across digital platforms. You won’t know if you are meeting your marketing goals unless you measure whether your efforts are working or not.

Questions or thoughts for us about influencer campaign stats? Let us know in the comments.

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Byway websites NSBF April 2022 webinar graphic


Is your destination located on or near a designated U.S. scenic byway? We are so excited about the recent revitalization and restoration of Federal funding for the scenic byways program, plus 49 new designations to the America’s Byways® collection.

Our long-time clients the NSBF (National Scenic Byway Foundation) have a byway website webinar coming up on April 13, 2022 with our own Leslie McLellan, plus Stephanie Liskey from Sailforth Productions. It will be recorded, and registrants will get the recording and a PDF copy of the slides.

Non-members of NSBF go here to learn more and register for US$35. NSBF members register for free on the NSBF website. See you there?




Want to see us in person AND get more involved with scenic byways?

Don’t miss the 2022 Heartland Byways conference coming up May 3 – 5, 2022 in Leavenworth, Kansas. You do NOT have to be a Midwest byways enthusiast to attend; people are coming from all over the U.S.

We’re excited to speak at the event, about digital content repurposing and getting more out of your Facebook Page. Would love to have you join us.

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