Measure What Matters: KPIs for Effective Marketing

Key Performance Indicators (KPIs) for marketing campaigns should include metrics such as the number of creators reached, applications received, products dispatched, and organic posts on platforms like Instagram and TikTok. Reporting should occur weekly, providing clients with a clear overview of engagement and content generated. Additionally, a monthly and quarterly review should focus on total organic reach and Cost Per Mille (CPM) calculations, which can assess the value of product gifting campaigns against traditional advertising metrics. Achieving low CPMs—ideally $20 or below—should be seen as a significant success, reflecting efficient audience reach at minimized advertising costs. Acknowledging the effects of ad blindness, particularly on platforms like TikTok, emphasizes the need for influencer-based marketing to enhance visibility and engagement over standard ad formats.