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Influencer Campaigns Overview

In this guide we'll introduce you to the key Influencer Campaign concepts of the Meltwater API and platform.

The Influencer Campaigns features of the Meltwater API (powered by Meltwater Klear) let you fetch the campaigns in your account together with their posts, influencers and performance metrics. Use them to integrate campaign reporting into tools and solutions outside the Meltwater suite - for example a client-facing dashboard, an internal BI warehouse, or an automated campaign wrap report.

Influencer campaign data is private to your account. It is created when you set up campaigns in Klear and is collected from the social networks the campaign's influencers post on. As with owned social data, social network terms mean we cannot provide every network and every data point through the API.

Key concepts​

Campaigns​

A campaign is the unit of work in Klear. It groups a set of influencers, a set of tracked keywords, and an optional start and end date. Posts made by those influencers that match the campaign's tracked keywords are attributed to the campaign, and their performance rolls up into campaign metrics.

Campaigns have a status of either ACTIVE or ARCHIVE. A campaign with start and end set to null runs continuously. Campaigns can also carry labels applied in Klear, which are returned by the API for information.

Workspaces​

Klear workspaces let you organise campaigns into groups that match how your organisation is structured - for example one workspace per brand, market or client.

Your API token gives you access to all campaigns regardless of the workspace they belong to. Workspaces are a convenience for filtering, not a permission boundary.

Influencers​

An influencer is a creator associated with a campaign. Each influencer has profiles on one or more social networks, and Klear scores them independently of any campaign - for example with an influence score, a brand score and a true reach figure.

Influencer tags​

Influencer tags let you organise influencers into arbitrary groups - for example Beauty, Potential Affiliate, or a tier such as Macro. Tags are applied in Klear, are returned on each influencer, and can be used as a filter when fetching campaign metrics, posts and influencers, so you can report on a subset of a campaign's influencers without creating a separate campaign.

Posts​

A post is a single piece of content published by a campaign influencer on a social network and attributed to the campaign. Each post carries its own engagement, reach and EMV figures, plus a stats object whose fields depend on the network the post came from.

Sources​

A source is the social network a post came from. Use the API name in the sources parameter of your requests.

Social networkAPI name
Facebookfacebook
Instagraminstagram
Instagram Storiesinstagram_stories
TikToktiktok

Not every metric is available for every source. See the Influencer Campaign Metrics page for per-network coverage.

Metrics​

Campaign performance is reported through a common set of measures:

  • Engagement - the total number of interactions with campaign posts. Which interactions count towards engagement depends on the network.
  • Engagement rate - the average rate of engagement across campaign posts.
  • Reach - the number of people the campaign's posts reached.
  • EMV (Earned Media Value) - a monetary estimate of the value of the coverage the campaign generated.

Metrics are returned at four levels of aggregation: the whole campaign, per network within a campaign, per post, and per influencer. The full list is documented on the Influencer Campaign Metrics page.

Data refresh

Campaign metrics are updated daily, between 18:00 and 21:00 UTC. Data returned by these endpoints is therefore up to 24 hours behind the social networks - there is no real-time or on-demand refresh. Schedule any recurring extract to run after 21:00 UTC to pick up the latest figures.

What you can do with the API​

The Influencer Campaigns API lets you programmatically:

  • List the Klear workspaces on your account, and the influencer tags you can filter by
  • List your campaigns, with their tracked keywords, influencer counts and status
  • Fetch high-level metrics for a campaign, broken down by social network
  • Fetch the individual posts attributed to a campaign, with per-post statistics
  • Fetch the influencers on a campaign, with both their campaign performance and their overall Klear scores

See the Fetching Campaigns & Metrics guide to get started.

Limits​

Calls to the Influencer Campaigns endpoints are subject to the general Meltwater API rate limit of 100 calls per minute. See the Usage Limits page for how limits are applied across the API, and Accessing Usage Statistics for how to monitor your usage.