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Over the past 4 years, the influencer marketing space has grown dramatically. Its value for 2024 is predicted to be $22 billion, a significant increase from $9.7 billion in 2020.(Source: Statista via 

). To keep up with the growing industry, tracking influencer marketing campaigns has become crucial. It allows us to measure ROI, optimise performance, and make data-driven decisions. By monitoring key metrics such as engagement and conversions, we are able to assess the effectiveness of influencer partnerships and adjust strategies in real-time. This not only justifies marketing spend to clients, but also helps build stronger relationships with influencers and ensures compliance with campaign guidelines. In this blog, we are going to discuss the importance of campaign tracking and share our top software recommendation.

The Importance of Tracking in Influencer Marketing


Influencer marketing campaign tracking involves monitoring and analysing performance metrics to assess the effectiveness of campaigns and optimise their impact. Some key metrics that are often tracked include:

Engagement (Likes, comments, shares, saves)

However, tracking the above metrics manually by simply viewing the content from a social media account is not always possible. For organic campaigns, it's important to inform your clients that the creators you work with are not required to share any insights into their content. Additionally, recent Instagram updates allow users to hide the number of views and likes on their posts, further reducing our visibility.

Effective tracking enables data-driven decision-making. While it's common for clients or those outside the marketing field to judge an account solely by its follower count, deeper insights reveal that this metric isn't always the most telling.An account with a larger follower base may generate less engagement, link clicks, or conversions compared to an account with fewer followers if the latter has a more engaged audience or more compelling content. This insight helps prioritise collaborations with the right creators who align better with your brand or client's goals.

Tracking plays a crucial role in optimising ongoing influencer marketing campaigns, by providing real-time data on performance metrics. This data allows us to identify which aspects of the campaign are working well and which are not. By continuously monitoring these, adjustments can be made during the campaign, whether that means reallocating budget to more effective influencers, tweaking content strategies, or refining targeting criteria. This approach ensures that the campaign remains effective and aligned with its objectives, maximising overall impact and efficiency.

So what criteria should we look for when choosing an appropriate tracking software for our agency or client?

 Ease of use and user experience are crucial. Investing in software that is difficult to use or understand is not worthwhile.

 Evaluate what insights the software provides. Ensure it aligns with the KPIs you want to track.

 Ensure the platform can integrate with other marketing tools and platforms, if necessary for your client's needs.

 Pricing is often a key deciding factor, especially if the cost comes out of the client's budget rather than your agency's.

 Check if the software offers a live chat function or easily accessible support for immediate assistance.

The features you need in tracking software will depend on your clients' goals and needs. Here's what we typically look for in our tracking software:

 The ability to look up creators and use filters to find the right fit for the campaign.

 Providing audience and engagement insights for the creators we are considering working with.

 The capability to create campaigns and organise content and creators into each relevant campaign.

 This ensures we don't miss any content shared. It's also important to be able to add content manually that may have been missed (e.g., if the creator forgot to tag the brand in a story).

 Tracking likes, comments, shares, saves, impression reach, and $EMV for each piece of content shared.

Keep an eye out for a more in-depth blog post on these features in the future!

There are of course still challenges when it comes to tracking influencer content. One such being data accuracy. Even with in-depth analytics provided by software, without paying the creator for access to their in-app content insights, our data access is limited. Additionally, as new platforms emerge and gain popularity, tracking software often lags in incorporating these platforms, meaning we can't obtain as rich data as we can from more established platforms.

Previously, we used Tribe Dynamics for a client with a large budget and found it met many of our campaign tracking needs. However, when we recommended Tribe Dynamics to a newer client this year, we discovered that their prices had increased significantly following a merger. This made the software too expensive for our client's budget, and we no longer felt comfortable recommending it at such a high cost.

This led to us doing our own research on some other platforms, including:

Our research concluded that Mighty Scout was the right software for ours and our clients needs. With us being the primary users, it was also important that we enjoyed and could manage with ease the interface and user experience. It also gave us all of the features we were looking for and at a much more affordable price. Additionally they had a pay as you go option which meant when our campaign was over, our client could happily end their contract and easily restart for their next campaign.

While challenges such as data accuracy and integration with new platforms may continue, selecting the right tracking software can help navigate these issues. Our experience with platforms like Tribe and MightyScout demonstrates the importance of finding a solution that fits your specific needs, whether it’s ease of use, comprehensive features, or budget-friendly options.

Investing in the right tracking tools empowers your agency to deliver more impactful influencer marketing campaigns, ultimately driving better results for your clients. We encourage exploring different software options and considering the criteria we've outlined to find the best fit for your needs.

For more insights on optimising your influencer marketing strategy, feel free to reach out to us or explore our other blog posts.

Optimise Your Influencer Marketing Strategy: The Power of Tracking Software in Organic Campaigns

You pick a fun, repeatable idea (preferably one that doesn’t require too much heavy lifting) and you make 4-8 episodes. Your other content can stay the same. You don’t have to completely rebrand your business as “the fun one in your industry”—you only publish this one series. From there, you can decide if it works for your business. If it does, introduce more fun content to your social strategy. And if doesn’t, it was a fun campaign you tried that time.


18 fun content series examples from “boring” industries

SAAS platform, Monday.com, gets work bffs to interview each other

Monday.com also highlights workplace heroes with their “good morning to the person who____” series

Everyone’s favourite pool guy on TikTok made an ASMR playlist

Blendtec’s “Will it blend” series increased their sales by 700%

This channel is built on one content idea: putting everyday objects in a hydraulic press

Nude take to the streets to show first-time buyers how much sooner they could buy a home with a Lifetime ISA

Juno comments on trending articles around the topic of women’s wealth

Starling Bank partnered with creator couples to talk about joint accounts

This law firm translates legal jargon with their “legalese” series

When did your favourite movie characters break the law?

Step Bank puts money into context with their food-themed educATE serie

Octopus Energy react to mean green tweets

General Electric shine a spotlight on their people with this “Employee Takeover” serie

WIRED Magazine’s “Ask a mortician” mini-series blew up

This team ask their boss hypothetical questions``

Figma worked with bride-to-be Lauren to plan her wedding with their product (proving that it’s not just B2B

Tracey’s son asks her legal FAQs at home

Later Media build a community by seeking answers from social media managers (their target audience)

How to create a social media content series

This book explains why community is your currency

Who won “best social content series” at the Webbys?

5 content series ideas for brands in “boring” industries

In the pool with…George Wright from “Will It Blend?”

Remember the “Will It Blend?” series we spoke about in the last episode? The one that gained billions of views and skyrocketed Blendtec’s sales by 700%. Well, George came up with it. Here, he shares his knowledge on what it takes to build a content series that gets results.

How did you come up with the idea for “Will It Blend?”

Our engineers did product testing with all kinds of things. I saw them shoving wooden planks into blenders to try and break the motors. But of course, the motors didn’t break—the opposite happened. And I thought…this is amazing to see.

Why do you think “Will It Blend?” was so successful?

Because we did the hard work of marketing up front, before deciding on a tactic and a message. I had a clear picture of our audience and our objectives before we ever got to the idea itself.

We built our strategy around two, very distinct, audiences.

Audience 1: My employees. We had, at the time, around 200 people who worked at Blendtec. Every one of them knew they made an amazing product, but when they’d go home at night, they’d struggle to explain why their blender was so much better than the $30 blender you could buy at Walmart. They didn’t have a simple way to explain that to their family. I knew if I made something compelling for my employees, then they’d share it. And that was my objective: to give them an easy way to explain what made their job so cool.

Audience 2: People who had previously bought our product. They got it a while ago, but after some time, it ended up in the kitchen cupboard along with all the other forgotten kitchen gadgets. I wanted to show them the possibilities of the product, to compel them to put it back on the worktop. My hope was that they’d do in-house product demonstrations for their family, friends and neighbours.

So we took this strategy and made a website. It was split into two sections: “Try this at home” (e.g. how to make snow from ice cubes with your Blendtec blender) and “Don’t try this at home” (e.g. the more extreme stuff, like blending marbles and iPads). “Try this at home” was made to demonstrate to everyone that owned a blender (employee and customers) that they can do remarkable things at home with their blender that they may not be aware of.  Helping confirm they made a great purchasing decision. “Don’t try this at home” was simply a demonstration that this is a high performance piece of equipment that is worth the price, and even though you would not blend a rake or iPhone in your kitchen, you certainly could.

We launched the series in an email to each of those audiences and that was it. We never intended for “Will It Blend?” to be seen by millions of people.


What do you think brands often get wrong with content marketing?

Setting out to go viral. That’s not an objective.

Focussing on metrics that don’t matter. Marketing success = does your audience do what you want them to do after they see your content? (E.g. buy your product). The rest is meaningless.

Overcomplicating the idea. “Will It Blend?” is, at the end of the day, a product demonstration.

What’s one valuable lesson marketing teams could take away from the “Will It Blend?” series?

Viral is a benefit you get from doing your strategy work well.

Ask your audience’s opinion on a topic related to your industry using LinkedIn polls.

Recap: 18 fun content ideas from “boring” industries

Oddly satisfying videos have become one of the biggest content genres on the internet. On TikTok, the 

 views. For context, that’s around 18 video views for every person on the planet. 

Smart brands have jumped on this trend for their own social strategy and it has proven to be a major success for businesses in those “boring” industries.Videos from 

like this one of him taking a swimming pool from green to clean

, have amassed millions of views and an audience of 14.5+ million.

The Hydraulic Press Channel—while not technically set-up for brand marketing purposes—is a textbook example for anyone working in the machinery biz. Turns out, hydraulic presses + everyday objects = the stuff of content magic. Their 

 has 9.5M+ subscribers, they have 2.6M+ followers on 

Now, if you’ve been in the digital marketing space for *ahem* a while, you might remember a certain brand that revolutionised this type of content. First launched in October 2006(!!) Blendtec’s “

” series was on nearly every marketing team’s radar. They blended everything from 

, just to prove how powerful their product could be. As a result of this one idea, 

What this type of content proves is that 

the elements of your business that seem boring to you, could be completely novel to your audience

this 60 second video of a man cleaning a rug

If you’re looking for a content idea that demands little production (but has the potential to take your social channels to new heights oddly satisfying videos could be just the thing.

Blendtec Founder, Tom Dickson, talks about the success of “Will it blend?”

Get content inspo from the original /oddlysatisfying subreddit

An interview with Lauri and Anni Vuohensilta from The Hydraulic Press Channel

Wightlink Ferry pokes fun at the ASMR trend

The psychology behind oddly satisfying videos

In the pool with…Armin Ulrich from Placid

—a toolkit that helps brands streamline their content with dynamic templates. 

 brand can use ASMR videos to their advantage. So, of course, we had to ask him about it…

In a sentence or two, describe your idea about how brands can use oddly satisfying content?

Brands can remix existing content (such as podcast highlights or educational videos) with oddly satisfying content to increase viewer retention and tap into current trends.

What are some examples of ASMR videos that brands could pair with their own content?

Closeups of people or machines cutting, squishing or crumpling things

Closeups of people baking, building legos, sewing, painting, crafting

Why do you think ASMR videos are so successful?

ASMR videos are the brain tickles of the internet. They’re like a sensory escape for people, offering some form of relaxation and entertainment.

Have you seen an example of a brand using ASMR content really well?

IKEA's "Oddly IKEA" campaign is a great example

. They combined ASMR with visuals of their products being assembled, creating an experience that was as engaging as brand-centric.

Finally, what advice would you give to brands that are going to start applying this ASMR strategy to their social channels?

If you’re sourcing ASMR content, don’t overthink it—just go with the trends that are currently hitting the mark.

If you’re creating ASMR content of your own, think about how you can make it more on-brand. For example: If you sell art suppliers, create an ASMR video with the sound of brushstrokes. Or if you’re a drinks brand, the fizz of a beverage.

Create an oddly satisfying video for your brand or a video that pokes fun at the oddly satisfying trend (like 

That's our wrap up on the oddly satisfying trend. Now all that's left to do is start experimenting! 

Hydraulic presses and other "oddly satisfying" content

Kevin Kennedy is the Founder of Kennedy Law Firm and every social media manager’s dream. With his iconic suit collection, 

, he’s practically the courtroom’s answer to Ron Burgundy. Knowingly, Kennedy Law Firm have set up their TikTok account as Kev’s “personal” account to capitalise on their founder’s unyielding charisma (and 35+ year knowledge in law and legislation)

 has put her own spin on Q&A content. At home, Her son holds the camera and starts each video with “hey mum”. For example: “

Hey mum, what happens if your ex doesn’t sign the financial order?

Hey mum, what are 3 things I should know if I’m going through a divorce?

It’s a simple, repeatable format that adds a softer, more personable touch to what is usually a very stoic industry. As a result, she has over 550K followers on TikTok and a private 

"I’m Elle Woods and this is Bruiser Woods"

Across the legal-verse, we’ve also noticed a running theme of lawyers reacting to movies. Legal Eagle has created 

an entire playlist of laws broken in some of our favourite classics

lists everything that Harry Potter could sue for

attorney reacts to Elle Woods’ Harvard emissions video in Legally Blonde

What’s so impressive about these examples is that while they’re fun, they clearly demonstrate the depth of knowledge that these lawyers possess. Someone with a limited understanding of the legal system couldn’t tell you exactly which laws 

Willy Wonka broke in his chocolate factory

whether you can legally flip off a police officer

. It proves that your “educational”, “fun” and “product/service” content pillars can coexist in the same video.

Can lawyers talk about cases on social media? And more important q’s about law firms on social

This lawyer stitches videos on TikTok and answers the question “who’s viable?”

How can you say “shut up” in legalese?

What to avoid and what to focus on as a Law firm on TikTok

In the pool with…@thelegalqueen, Tracey Moloney

Tracey Moloney is a Solicitor and the Director of 

. On TikTok, you might know her as @thelegalqueen. 

What’s the biggest lesson you’ve learned since you started creating content?

The biggest shock to me was that people found solicitors to be really intimidating. And I was really kind of saddened by that, because I’ve been doing it for such a long time. But when you’re in it, you don’t really see these things do you? I thought 

wow, I didn’t know people felt that way

—just how unobtainable we seem, as solicitors, by the majority of the public.

But I’ve found that when someone can see my face, when they can hear me and they can scroll down and watch the videos, they are far more confident to then email me.

We love the videos of your son asking you legal FAQs at home. What was the thinking behind this?

Well, when I first started, I kept it quite conservative. I was in my office at home and I was dressed very formally. But when I started to get direct messages from people saying “you’ve just really humanised it” I figured I could go a little bit further.

So he would ask me questions while I was doing other things like folding the laundry or fixing the cushions. I thought, let them see me in my slippers! What I was trying to do was show people that, as solicitors, we’re not as traditional as one would think. We’re not as hoity-toity as one would think. We are everyday people as well. So there was a definite conscious decision to move the videos towards that at the time.


You have a really successful Discord community. Could you please tell us a little more about it?

The Discord community is fabulous. We have three forums: divorce, children and finance, and anyone can go there to ask questions. I think it enables people who are maybe embarrassed about their situation, or again, intimated by solicitors, to get the information they need.


We also do live sessions where people can ask me questions in real-time. If someone doesn’t want their voice to be recognised, or they’re too shy, they can DM one of my helpers and they’ll ask me their question anonymously on their behalf. We then record the live session and put it all 

From a business perspective, it’s great for us. My own clients will share information about costings and the format we use, which gives others a better understanding of what to expect. This ultimately brings in more clients. It’s a win-win for everyone, really.


What advice would you give to a law firm that’s new to creating video content?

Keep it really simple. And just be confident that people are interested. When you’re in a traditional profession, it can be difficult to think outside the box, because we’ve done it one way for such a long time. But I say embrace the change and know that most people will accept the change. The law is known to be convoluted and complicated, so keep your explanations simple and to the point.

Is there a character in a film that works in your industry? Create a reaction video to one of their scenes.

That concludes this week's blog on 'boring brands, having fun' on social media. Get ready for the next episode where we jump into another sector breaking the industry mould. 

These serious lawyers are seriously fun on social

Take Nude, for example, they’re an app helping people save for their first home. On TikTok, they’re 

 and creating relatable content for their target audience—like 

this video that peeks into the notes app of a first-time buyer

Juno is a financial education app for women—“The Duolingo of Money” as it says in their bio. We love how they 

curate topical articles on the subject of women’s wealth

 and use their videos to add further context. The content itself might not be particularly “funny”, but it’s a fun and engaging way to educate people about money (without sending them to sleep)

A special mention has to go to Starling Bank, which does an incredible job of partnering with creators. Our faves include 

Jack’s impression of that friend with an inconvenient bank

Monica and Christopher’s hairdresser gossip about Chris and his new bf opening a joint account

 (with Starling, ofc). This is an ideal social strategy if you, or the people in your marketing team, would rather sit through a 12hr crypto-bro podcast than be on camera 

One thing we’ve noticed about these fun-ance brands (sorry) is that their content is 

less about money itself, and more about people’s personal relationships with money

. From the challenges of saving for a home, to buyer’s remorse—it’s all about relatability. When you think of the ways money can impact your audience’s lifestyle, you’ll have a fat stack of fun content ideas in no time 

Step Bank’s Educ-ATE series teaches Gen Z how to save money on food

Go Fund Yourself masters the art of crowd-sourced content

Monzo’s senior social media manager talks about their content strategy

New obsession: The Fintech Marketing podcast from 11:FS

Cleo uses this ‘duet this’ feature to find their new ‘Chief Spending Officer’

In the pool with…Yoann from Nude Finance

, the app that helps you save for your first home. He’s based in London and previously headed up growth for the likes of Depop and Deliveroo.

Why do you think finance, in particular, has had such a massive tone-shift in the last decade?

I think it has a lot to do with the rise of mobile-first banking. Before, banks would always speak to their customers face-to-face in-branch, but now, a lot of people manage their money through apps. Without this human-to-human contact, finance brands are bringing a more human side to their tone of voice and content.


What advice would you give to marketing teams in finance who want to start making fun content, but they’re working for a very traditional brand?

I would say, forget everything you’ve done, forget all the processes, and all the rigid branding and go back to “what do people actually share with each other?” Either, one-to-many (e.g. on TikTok) or one-to-one (e.g. what do you send to your friends on WhatsApp?)

My other piece of advice would be to prioritise being responsive. For a piece of content to resonate, you can’t plan it 3 months in advance. And it can’t go through multiple rounds of approval. You have to monitor what’s happening on the internet today and be ready to react.

What’s your favourite piece of fun content from Nude?

Our Time to Buy a Calculator. It’s basically a lo-fi version of what the Nude app does. It’s fun, it’s interactive and it still brings us customers.

For you, what’s one of the easiest fun content ideas to execute?

Pay content creators (not influencers, content creators) to make videos for you every day. They can either shoot content at home, or interview people on the street. It’s super straightforward.

And if you want to start even smaller, create memes. Research the trending memes that are doing the rounds on the internet that week, and tailor them to your business or industry. You could make up to 5 in half an hour. Easy.

What would be in your target customer’s notes app? 

That's a wrap on finance for this series. Did we cover the best brands or is there some we've missed? Drop us a DM on social and let us know what you think.

The brands making finance fun on TikTok

Hollis Funeral Home is a father-daughter business based in Syracuse, NY. They have 930K+ followers on TikTok and over 20 million views. And it’s because they show this personable side to funerals and embalming. E.g. 

In this video, where Eileen rates the outfit that someone will wear to their own funeral

Eileen's dad, Charlie, is an internet treasure

Funeral directors actually want you to live

Over in Washington, you have Return Home Terramation. They specialise in natural human composting (you might’ve seen their work in 

). In their day-to-day content, you’ll see everything from their 

CEO geeking out over hursts at a funeral convention

Latest Poolside

Optimise Your Influencer Marketing Strategy: The Power of Tracking Software in Organic Campaigns

Recap: 18 fun content ideas from “boring” industries

Hydraulic presses and other "oddly satisfying" content

These serious lawyers are seriously fun on social

The brands making finance fun on TikTok

Who knew the death industry could be…fun?

Add these brands to your “fun energy sector” folder