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Read the report Travel influencers send brands after paid offers

  • Brands are increasingly looking for ways to track the ROI of influencer marketing campaigns.
  • One way to track success is to look at a campaign’s performance metrics.
  • Here is the deck that the creators behind TheLoversPassport send to brands with information from paid publications.

Brand partnerships are one of the most lucrative sources of income for creators.

Fostering long-term relationships with brands is a key part of an influencer’s job, and it helps when an influencer can prove a return on a sponsored campaign, whether that return is in sales or awareness.

But unlike traditional advertising, there is no direct way to track the ROI of


influencer marketing

campaigns.

Brands typically request data — like reach, impressions, likes, and saves — from backend analytics of a creator’s profile at the end of a collaboration.

But unless brands are backed by an influencer marketing agency, they can only get this data from the creators themselves.

To address this, some creators, like Giselle Langley and Stephen Jiroch (known as @TheLoversPassport on social media), have started writing campaign reports when a brand partnership ends.

The couple are known to their 266,000 TikTok followers and 229,000 Instagram followers for their content on budget travel.

At first, creating content was a side hustle for the couple, who started posting in early 2020.

Giselle, who previously worked as a marketing director for a skincare brand but is now a full-time designer, has had some experience working with influencers, but not as such.

“In my job, it helped me a lot when people sent me analytics at the end of a campaign, and I didn’t have to manually figure out all the analytics on my end,” he said. she told Insider. “It made my life so much easier.”

This idea was reiterated in a class they attended and taught by another travel influencer. This creator recommended doing a summary report at the end of a campaign.

“We try to really think in the mind of a marketer, what they would like to see from their side, and then we curate that information for them,” Giselle said.

To speed up the process, the couple uses a template for their reports. They also track the performance of branded posts on a spreadsheet.

The strategy paid off.

“When we started sending out the report, people literally told us that we were the star creators of this campaign,” Giselle said. “So we’ve started doing it more often, and brands are responding really well to it.”

Here is an example of one of their campaign reports:

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