Influencer marketing is booming across Australia, but measuring success goes way beyond counting likes. To get the most out of your campaigns, you need to understand which metrics matter, how to track them, and what “good” performance actually looks like.
Here’s a breakdown of the essential Instagram and TikTok metrics, how to calculate them, and how to use them to make smarter content marketing choices.
The Basics: Metrics You Can’t Ignore Reach and Impressions Reach = the number of unique people who saw a post.Impressions = the total number of times the post was viewed (including repeat views).Why it matters: Reach shows how wide your message spreads, while impressions tell you if people are coming back for more.
Engagement Rate Engagement measures how actively people interact with a post (likes, comments, shares, saves)
Formula:
Engagement Rate = Likes + Comments + Shares + SavesFollowers100
Why it matters: High engagement signals that your or an influencer’s audience is paying attention, actively interacting and values their content, and that’s the kind of trust brands want to tap into.
Follower Growth Track how your brand’s follower count changes during and after a campaign.
Why it matters: A spike in growth shows influencer content is bringing new people into your account.
Clicks and Website Traffic (hint: use UTM links) Monitor UTM links through swipe-ups or “link in bio” clicks. You can just Google UTM link generators, and a bunch of free tools pop up!
What are UTM links? They are just regular URLs with a special tracking code added to the end. That little code tells your analytics platform (like Google Analytics) exactly where the traffic came from. For example, if an influencer shares a UTM link in their bio or Story, you’ll know that every click came directly from their content.
Why it matters: Unlike plain links, UTM links let you see the full picture, which influencer, campaign, or even post drove the most clicks and conversions. This means you’re not just guessing who delivered results, you’ve got the data to prove it. They also help compare influencer performance side by side, so you know which partnerships to double down on next time.
How to Boost These Metrics Work with authentic creators : Their audience trusts them, which leads to stronger engagement.Lean into video : Short-form content on TikTok and Reels gets priority in algorithms.Encourage interaction : Polls, quizzes, and stickers on Stories nudge audiences to engage.Spread it out : Multi-post campaigns tend to perform better than one-offs.How to Find Influencers That Deliver Sifting through thousands of profiles to find the right creator can feel overwhelming. That is where #gifted makes things easier.
Instead of manually scrolling and guessing, #gifted recommends creators who have already been vetted to meet quality standards. For example, they must have:
a minimum of 3,000 followers on Instagram, 10,000 followers on TikTok at least a 1% engagement rate on Instagram. From there, our AI-powered matching algorithm takes your campaign requirements and does the heavy lifting. Your product only gets shown to influencers who are the perfect fit for your brand, which means you can cut through the noise and focus on building meaningful partnerships that drive results.
And here is the best part. By starting with vetted creators who already meet engagement benchmarks, you are setting yourself up for stronger campaign performance. Whether your goal is higher reach, better engagement rates, or more clicks, #gifted makes sure you are working with influencers who have the metrics to back it up.
Wrapping It Up Influencer marketing is one of the most powerful tools for Australian brands, but it only works when you focus on the right metrics. Tracking reach, impressions, engagement, and conversions helps you understand what success really looks like and shows you which creators are worth investing in.
With #gifted, you do not have to figure this out alone. Our vetted creators and AI powered matching make it easy to connect with influencers who already meet performance benchmarks and are the right fit for your brand. That means less guesswork, stronger results, and campaigns that truly deliver.
Get matched with creators who drive your numbers and skip the guesswork!
