Influencer marketing has become one of the most powerful tools for marketers today. As media consumption habits shift from TV to digital, social media influencers are slowly but surely becoming the tastemakers for today’s consumers.

All you need to do is open up your Instagram or YouTube feed, and it won’t take much to find a social media influencer with an engaged and responsive audience. Since they’ve earned a reputation as an expert in their given field, their opinions and word-of-mouth recommendations are a lot more valuable for brands than overt advertising.

From Zoella’s sugar-coated hair and beauty tips, to the Chicken Connoisseur and his quest to find the “pengest munch”, thought leaders can be found for almost every given market or niche, no matter how specific your product or service may be.

We’ve put together 5 specific factors that marketers should be assessing to measure the ROI of their social influencer campaigns. By putting them into practice, you’ll be able to make a genuine connection with your audience and drive results in the most efficient way possible.