Big Brands Making Big Tracking Mistakes
The BIGGEST challenge in influencer marketing is ATTRIBUTION (if you care about your ROI).
We've seen huge brands hire six-figures Youtube content creators and not use UTMs in the links they use in the video description as CTA.
Using the right UTM Structure for Influencer Marketing
You NEED to use UTMs to understand what traffic your collabs are yielding, if not, you are not investing but gambling.
The ideal UTM structure, from our experience at TATAM Digital is:
Source: media source... we use "Influencer" or "Creator" for easy filterig.
Medium: platform and format... we use something like "Youtube-longform", "IG-story", "YT-shorts", etc. This way you can see KPIs by format very easily.
Campaign: Influencer Name-month... like "Ryan_Trahan_June". Month is important because you may have 2+ videos with the same creator and understand the ROI of each video separately.
Content: content vertical... "finance", "family", "minimalism", "travel". We tag every influencer's content vertical so we can filter all videos from the same vertical and discover patterns. Alternatively you can use Content for setting the Month in case you want quick view of monthly investments.
Best tool for crating links with UTM
Not sure how to create the link? Use any UTM Builder like this one:
https://ga-dev-tools.google/campaign-url-builder/
UTMs a nutshell:
Source: Influencer
Medium: Platform_format (ie YouTube_longform)
Campaign: Channel Name (ie Mr Beast) + Month (ie April)
Content: Content Vertical (ie Fitness) or Month (ie April)
DON'TS for Influencer Marketing Tracking
Bad Examples from a Mr Beast collab
Bad Examples from a Ryan Trahan collab
DO'S for Influencer Marketing Tracking
Done correctly, the following would have been a better UTM Structure for tracking the Mr Beast collab by Zapier.
https://www.ziprecruiter.com/MrBeast?utm_source=influencer&utm_medium=YouTube_longform&utm_campaign=MrBeast&utm_content=April
