Influencer campaigns are structured marketing efforts where brands collaborate with social media creators to promote products, raise awareness, or drive engagement. With social listening, brands can go beyond vanity metrics and measure how influencer content actually performs in the real world—through mentions, sentiment, UGC volume, and overall campaign reach.
What are influencer campaigns?
Influencer campaigns typically involve partnerships with creators who produce content aligned with a brand’s message. These campaigns can range from paid collaborations to organic UGC efforts where influencers are gifted products or invited to join a trend.
Through influencer discovery, brands can identify the right creators to partner with, based on previous brand mentions, audience relevance, and content performance.
Once launched, the success of an influencer campaign can be monitored in real time using a social listening tool like EmbedSocial.
What does social listening add to influencer campaigns?
Social listening gives you a clearer, data-backed picture of influencer impact:
- Track social media mentions during the campaign timeframe
- Monitor hashtag tracking for campaign-related tags or branded content
- Collect and analyze all related user-generated content (UGC discovery)
- Use sentiment analysis to gauge how audiences feel about the content
- Identify top-performing posts and creators through social media content analytics
- Compare results across creators, platforms, and product lines
- Measure the campaign’s contribution to your overall share of voice (SOV)
Why are influencer campaigns important for modern brands?
Influencer campaigns have become a core marketing channel for e-commerce and global brands because they:
- Build social proof through trusted voices
- Drive awareness and buzz across channels
- Generate authentic content that can be repurposed
- Allow brands to scale engagement through niche audiences
- Deliver measurable ROI with the help of real-time analytics
How to run smarter influencer campaigns with social listening
- Start with influencer discovery to find the right voices already talking about your space
- Define campaign hashtags and track them with hashtag tracking
- Set up sentiment filters to monitor emotional responses to content
- Create a live feed of all posts, reels, and stories shared during the campaign
- Use UGC discovery tools to collect and reuse campaign content
- Benchmark creator performance with social media content analytics
