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Reach and impressions are the most quoted and least useful metrics in influencer marketing. Every agency deck leads with them because they look impressive. But they tell you almost nothing about whether a campaign actually worked.

Here is what to look at instead.

Completion Rate on Video Content

Completion rate tells you whether people actually watched the story your creator told. A reel with 2 million views but a 15% completion rate means 85% of people scrolled past. A reel with 500K views and 70% completion? That audience was locked in.

Vanity Metric

2 million views

15% completion rate

85% scrolled past

Looks great in a deck

Real Signal

500K views

70% completion rate

350K people fully engaged

Actually moved the needle

Save-to-Like Ratio Reveals Intent

Save-to-like ratio reveals intent. When someone saves a post, they are telling the algorithm -- and you -- that this content has utility or aspiration value. A travel post about a suitcase brand that gets heavily saved means people are bookmarking it for their next trip. That is purchase intent data hiding in plain sight.

When someone saves a post, they are not just engaging -- they are planning. That is the difference between attention and intention.

Comment Sentiment Over Comment Count

Comment sentiment matters more than comment count. Fifty genuine comments asking "where can I buy this?" beats a thousand fire emojis. Read the comments. They will tell you if the positioning landed.

Story Reply Rate: The Most Underrated Metric

Story reply rate on Instagram is perhaps the most underrated metric. Stories feel private. When someone replies to a story, they are having a one-on-one conversation with the creator about your brand. That is the highest quality engagement you can get.

The bottom line: Stop optimising for the biggest number. Start optimising for the right signal. The metrics that matter -- completion rate, save-to-like ratio, comment sentiment, and story reply rate -- tell you whether your campaign created real connection, not just fleeting visibility.

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