Partnerships are one of the most exciting parts of working in the travel blogging and influencer industry. Whether you’re an experienced influencer with multiple partnerships, or going on your first press trip, we hate to break it to you but the work doesn’t finish once the campaign does… you’ll need to create a social media report to provide the client with after it’s finished.
That’s right, brand clients expect you to provide all of your social media analytics to them after you’ve completed your agreed upon deliverables. We like to call these partnership recaps “social media reports” because at the end of the day, the brand is technically a client that you are providing a service to, and so you should treat them like one.
Here at Sidewalker Daily, we work on both sides of the influencer marketing equation. On one hand we work with influencers on improving their business and partnership strategy and on the other, we work with brands on their influencer marketing initiatives..aka we know what they want.
So let’s go over what to include in a social media report so you can impress your brand partners and clients!
When it comes to providing detailed social media reports with the brands and clients you work with, there are some things you need to know. First off, don’t ever leave it up to the person you are working with on the brand side.
Nothing screams “super professional” than delivering your own social media report to the client. Not only does it help ensure that the results of your campaign are accurately reported, it also makes their life so much easier and they’ll most likely walk away from the partnership with a good feeling and open to partnering again with you in the future.
Also, it’s important to keep in mind that YOU are the social media expert and you know your influence the best. You also have access to analytics that they can’t get their hands on so if you want to show your true value, there’s no better way than providing a detailed report to do just that!
Plus, a social media report is really just a more detailed version of a case study, and at the end of the day it’s great for you to have all your partnerships turned into case studies – so social media reports are really a win-win!
Why is providing social media reports so important?
While some brands are extremely social media savvy, others just don’t fully understand social platforms to the core and especially not the analytics that come along with them. Since the space is constantly changing, and a lot of companies are not in “the thick of it,” brands struggle to keep up with the latest analytics and tools. This is why knowing how to write a social media report is vital to your success in this industry.
When you think about it, a social media report is really a catch 22 – brands have to show ROI to justify their partnership with you, but some just don’t know how. That’s why YOU need to know how to prove your value so you can do their job for them and help their influencer initiatives continue in the future. 🙂
Providing a detailed social media report also allows you to demonstrate the value of your influence to brand clients and you can even include any case studies you create in your media kit to pitch to brands.
Not sure where to start? Just sit tight, we’re here to help. Creating a social media report is easier than you might think. We’re going over some easy tips and tricks that will help turn you into a social media analytics wizard!
What analytics should you include in a social media report?
At the end of the day, brands care about one thing: return on investment (ROI). Brands need to know that their investment in you is delivering the results they need. Basically, brands want to know if your influence is worth their investment.
So what really is influence anyway? Influence is the ability to get people to take action. Always keep this in mind when creating a social media report and even negotiating the partnership from the get go.
Before starting any project, it is important that both you and the brand know the goal(s) of the campaign and the KPI’s (key performance indicators) that they will use to measure the campaign’s success. More specifically, what is the desired outcome? For example, more followers, more website visitors, more sales?
Knowing all of this information may seem overwhelming but it will really help you not only determine what analytics to include in your social media report but also help you understand what they’ll be looking for at the end of the partnership to prove that working with you was a success (or not).
For example, if a brand asks you to post an Instagram Story of their product with a “swipe up” call to action to their website, you’d need to know what they are really measuring here – is it click throughs to the website, sales, Story views etc.
Once you know that information then you’ll know exactly what they will be looking for in your social media report. So let’s just say their main KPI was swipe ups to their website (i.