3 Reasons Influencers Should Send Wrap Up Reports to Brands
3 Reasons Influencers Should Send Wrap Up Reports to Brands After Their Campaign
Maybe you’re asking right now, “Wait, what the heck is a wrap up report!?? And what do you mean I need to be sending it?”
4 out of 5 times, this is the response from any influencer when I suggest a wrap up report at the end of a campaign, so rest assured this is not something the entire world knew about and you didn’t.
In this post, we’re going to break down…
1) What a wrap up report is
2) What your wrap up report should include
3) Why it’s important to send to brands
Along with a shameless plug on exactly how Kalypso helps you organize, track, and automate the pipelines of your brand partnerships - including how we create detailed, automated wrap up reports FOR YOU.
Let’s dive in.
What is a wrap up report?
Wow, I’m so glad you asked.
A wrap up report is an “invaluable tool for showcasing campaign content and providing deeper insights into a wide range of post and platform level metric,” according to CreatorIQ.
In a perfect world, upon completion of your campaign for a brand, within 7 days, you send a beautiful, detailed, insightful PDF to a brand showcasing exactly what their money got them.
The discussion around wrap up reports has increased as influencer marketing has gotten more sophisticated - brands care more and more about WHERE their dollars are going, and they’re also becoming more astute about who they spend it on.
Hubspot reports the top three goals of influencer marketing for businesses include increasing brand awareness (85%), reaching new audiences (71%), and generating sales and conversions (64%).
Especially when it comes to generating sales and conversions, brands know what metrics drive these results and surprise, surprise….it’s not LIKES
Go Fish Digital breaks down 4 key phases of an influencer campaign - and accurately points out many brands AND creators skip out on parts 3 and 4.
"At Go Fish Digital, we like to break our influencer campaigns down into four phases:
- Preparation (this includes the identification of influencers, competitor research, and setting a budget)
- Campaign Management (agreement forms, campaign briefs, approval processes, and monitoring content)
- Reporting (both as an on-going basis and as a wrap at the end of a campaign)
- Maintaining Relationships"
What your wrap up report should include?
Wow, another great question.
A wrap up report should include...
- Detailed campaign summary
- Detailed summary of each platform results
For Instagram campaigns, metrics like….
- Engagement rate
- Brand mentions
- # of comments/DMs/questions about a product
- Instagram Story retention rate
- Audience demographics
For Youtube campaigns, metrics like….
- Video views
- Watch time
- Engagement rate
- Link clicks
- # of comments/DMs/questions about a product
- Audience demographics
For blog post campaigns....
- Page views
- Time on page
- Link clicks
- Audience demographics
Your wrap up report should be full of actual insights from your campaign, not just fluff metrics.
1. People remember the first and last items in a sequence - send an amazing final impression with a wrap report.
Most influencers DON’T send a wrap up report. Many times, there’s a vague email of “loved working with you! Please let me know if you have any future campaigns I’d be a good fit for…” followed by months of no contact.
It’s a highly anti-climatic end to a partnership when in reality, there’s a huge opportunity for you to make a final, amazing impression.
There’s a social psychology principle called where “people remember the first and last thing in a sequence.”
Out of a list of 10 items, they forget the middle and remember the first and final items.
In a brand partnership, they might forget the middle - the emails back and forth draft approvals, phone calls, etc. But they’re absolutely going to remember the final moments of the campaign - solidify that good feeling by tying your partnership up with a pretty bow that’s guaranteed to have them knocking on your inbox in the future.
2. Prove your worth to yourself
SO many influencer deal with imposter syndrome and the constant questions of, “Am I really worth it?”
When you’re able to put numbers and value to the work you did for a brand, you start realizing, “Hey, I did a REALLY great job and actually drove results!”
That confidence bleeds over into future negotiations.
With Kalypso, you don’t have to worry about what numbers to crunch - we’ll do it automatically for you, helping you remove some emotion from this process, too.
When you realize you drove 58,000 video views with a 6% engagement rate, you start feeling pretty impressed with yourself.
3. You’re automatically creating a case study for future negotiations to prove your value
Adding it to your workflow to send a wrap up report at the end of a campaign is the gift that keeps on giving because you automatically are generating a case study for future negotiations.
When negotiating with brands, you want to prove your worth - and the best way to do that is with PROOF. What better proof than showing actual results from other campaigns?
Highlighting key metrics brand care about is critical, too - more and more brands are becoming smarter about fluff metrics such as likes. When you generate a data-filled wrap up report with actual insights and metrics critical to a brand’s overall marketing goals, you’re proving your worth…and then some.
With Kalypso, you can automate this process, saving you hours of time calculating, crunching the numbers, and then figuring out how to make it look beautiful.
How often are you sending wrap up reports to brands? Every time? Never?
How to Confidentiality Report to Brands as a Creator
Kalypso is here to take the edge off that responsibility – with a few clicks, your entire brand campaign is beautifully reported on in one dashboard. Take all of your metrics from Pinterest, YouTube, Instagram or your blog post and create a comprehensive overview full of metrics that brands actually care about.
Sign up today for a free trial.
