Influencer Retention

Date created: Oct 12, 2022  •   Last updated: Oct 12, 2022

What is Influencer Retention

Influencer retention is an influencer marketing metric that refers to the proportion of influencers that posted about a brand in a given period, who continue to post about the brand in the subsequent period. High influencer retention indicates that a brand has assembled a loyal influencer fanbase, and is a key predictor of long-term growth in a brand’s earned media footprint.

Influencer Retention Formula

ƒ Count(Influencers Who Posted About the Brand in X and X+1 Time Period) / Count(Influencers Who Posted About the Brand in X Time Period)

How to calculate Influencer Retention

A total of 1,500 influencers posted about your brand in Q3. Of those influencers, 750 also posted about your brand in Q4. So, your brand’s Influencer Retention for Q4 is (750 / 1,500), or 50%.

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How to visualize Influencer Retention?

One of your key objectives while tracking Influencer Retention should be to consistently grow this number. Tracking your Influencer Retention percentage in a line chart is a simple way to visualize if you are meeting your goals over time. Take a look at the sample chart:

Influencer Retention visualization example

Influencer Retention

Line Chart

Here's an example of how to visualize your Influencer Retention data in a line chart over time.
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Influencer Retention


Measuring Influencer Retention

More about Influencer Retention

Influencer retention measures the loyalty of a brand’s influencer community (the group of influencers who mention the brand on social media) by tracking the proportion of influencers who continue to post about that brand from one quarter to the next. Influencer retention is usually expressed as a percentage, and is an important metric for brands seeking to gain long-term exposure on social media through influencer marketing. Because a brand’s relationships with influencers appreciate in value over time, as influencers grow their own followers and gain a deeper affinity for the brand, strong influencer retention suggests a brand is well-positioned to reliably expand its earned media presence.

What “good” influencer retention looks like varies from brand to brand, based on factors such as a brand’s size and vertical. For example, cosmetics brands tend to see higher influencer retention than skincare brands, simply because they tend to be larger, and it’s easier for larger brands to retain more influencers. When benchmarking your brand’s influencer retention, it’s important to account for variables including the size of your influencer community, the vertical you’re in, and the maturity of your influencer marketing program.

Recommended resources related to Influencer Retention

Guide to Earned Media ValueThe Ultimate Guide to Building and Growing an Influencer Community

Metric Toolkit