Measuring Instagram/TikTok Influencer ROAS on iOS 14

Tanya Sardana
January 27, 2021 1:16 AM

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Welcome back to our channel where we cover all things user monetization. Today, we're jumping back into the world of influencer marketing. If you didn't catch our last video on this subject, be sure to check it out as we discussed how to overcome fraud when working with influencers. Avoiding it is important to get the best return on your ad spend, and this leads us into today's topic: measuring influencer RoAS.

80% of marketers find influencer marketing effective, however, measuring and improving RoAS has widely been cited as their #1 challenge.

And for valid reasons. When you're spending thousands of dollars on a marketing campaign, you expect results. 

Influencer engagement rates have become the industry standard at measuring campaign effectiveness. They are calculated by adding the total number of likes plus comments influencers content receives divided by their total number of followers. 

While this data is valuable to an extent, specifically if your goal is brand awareness, it doesn't help your bottom line, which comes from conversions and driving sales. 

Also, if you listened to our previous video on influencer fraud, you'd know that these vanity metrics can be easily skewed through the use of bots or pods.

So if you're a mobile advertiser thinking, I get told influencers work, but why is it so hard to measure RoAS from ones on Instagram? Just so you know, it's going to get even harder with Apple's privacy updates.   
Particularly on Instagram and TikTok, the challenge is that URLs aren't freely available on organic influencer posts. The only way influencers can direct traffic to a link is two ways. The first is their link in bio. While clickable, influencers typically only include this link for 2-3 days. With the Instagram algorithm showing a post sometimes a week after it's published, that link could be long gone by the time a user gets around to seeing the content, making the sponsored post irrelevant by that point. Also, users may click the link, but may not be ready to make a purchase at that time. That said, they may come back that weekend and convert, although, this would be considered an Organic conversion, and not attributed to the influencer. If you're running influencer performance campaigns, which you should be, this won't allow the influencer to get credited for the sale, and may demotivate them for participating in performance campaigns altogether, even though their content was the reason the user converted. This is a big problem for the industry as a whole. 

The second option, although only for Instagram stories, is to have influencers include a Swipe Up link, however, this too, only last for 24 hours, and is impacted by the same constraints as above. The fact is that not all users are ready to make purchases in 24 hours, and there is no way to attribute the purchase to the influencer when it ends up in your organic bucket due to last touch attribution. 

Now, all what I just said is about to become a thing of the past, with Apple mandating all apps, this includes Instagram, the Facebook and TikTok, to ask the user for permission to track them across apps and websites owned by third parties. 

So even if you give an influencer a tracking link to put in their bio, and obviously assuming you're an app and not a mobile web or ecommerce site, tracking that user will not be simple as you'd have to ask the user to consent to tracking, even if you're not using their IDFA, as deep-linking will not be as deterministic anymore. 

If you'd like to do influencer CPI campaigns, then by all means, go ahead, but anything post the install will not be very trackable. And pure CPI campaigns puts publishers at a high risk of fraud. 

That's why we believe using a conversion attribution approach that doesn't require tracking links is much more deterministic on iOS 14. 

How we're helping our customers is by giving their chosen influencers exclusive promo codes in the form of our new screenshot technology, so they don't have to remember and input codes, but just take a screenshot of an image and input it, as it's one of the most effective tactics for driving and attributing deterministic conversions on iOS 14. 

We also like promo codes in general because they lengthen the attribution window for Instagram campaigns because they aren't attached to a trackable link in bio, which as mentioned, may be gone 2 days after publishing the post. Users also have more freedom with promo codes because they can use it at a time that's convenient for them, as they stay on the influencer's post in perpetuity. 

However as we know, the process remembering and then inputting promo code can be cumbersome for many users. They typically have a conversion rate of less than 1% because users just forget, or it's annoying when autocorrect gets in the way. Also, as mentioned, deep-linked promo codes will no longer be deterministic, so we knew we had to find a way to solve this for everyone.  

So we've developed a new way for promo codes to be auto-applied when a user upload a screenshot of an image to the app. The image currently is of influencers on instagram! And we've discovered that users prefer this method over 2000% more than typing in regular promo codes. 

So how can you start generating RoAS from your influencers campaign? 

First, define your targets. Do you want more users? Then CPI campaigns are your best bet. Although, we believe acquiring high-converting users via CPA campaigns is a much better invest, and ultimately generates higher RoAS. 

So, if you'd like to drive more purchases, then try creating a unique promo code for your campaign, and put a time limit on its usage so users have a level of urgency. If you'd like to explore our screenshot technology, then visit our website in the link in bio. 

And if you have any specific questions, we'd love to hear them. Leave a comment or shoot us a dm. 

See you in the next video.