Crafting Engaging Brand-Lift Questionnaires to Avoid Boring Participants
In the dynamic world of influencer marketing, understanding the impact of campaigns is crucial. Platforms like Meta offer self-serve brand-lift surveys, which can provide valuable insights into the effectiveness of influencer and UGC campaigns.
To create successful brand-lift surveys, marketers should focus on several key principles.
**1. Set Clear and Specific Objectives**
Identify what you want to measure regarding brand lift, such as brand awareness, favourability, consideration, or purchase intent. This clarity shapes the survey questions to provide actionable insights on your campaign's impact.
**2. Use a Control and Exposed Group Design**
To isolate the effect of the influencer campaign, survey two groups: those exposed to the campaign and a control group who haven't seen it. Comparing responses highlights the campaign’s true impact on brand perception.
**3. Combine Quantitative and Qualitative Questions**
Quantitative questions measure shifts in awareness or purchase intent through rating scales or yes/no items, while qualitative questions capture nuances in sentiment and user feelings, enriching your understanding of brand favourability.
**4. Keep Surveys Concise and Relevant**
Avoid fatigue by limiting survey length and focusing on questions directly tied to your brand lift goals. Simple, straightforward questions improve response rates and data quality.
**5. Track Key Brand Metrics**
Include measures for brand recall or ad recall, brand favourability, and purchase or consideration intent metrics. Align these with your campaign’s KPIs for meaningful evaluation.
**6. Deploy Real-Time Measurement Tools**
Use platforms that provide real-time brand lift dashboards with daily survey results. This enables agile optimization during the campaign, improving ROI and impact.
Additional tips include briefing influencers to produce authentic, high-quality content aligned with your brand voice and tailoring messaging based on early survey insights to strengthen connections and improve campaign resonance.
Here are ten ready-made, audience-friendly survey questions:
- "Conversion Behavior" question measures direct conversion lift in unified lift tests. - "Recommendation Likelihood" question predicts organic word-of-mouth impact. - "Which message from the ad stuck with you the most?" - Survey-derived metrics on ad recall, message resonance, and purchase intent reveal which storytelling angles resonate with micro- versus macro-influencer audiences. - "Did the ad make you feel any particular emotion?" - Brand-lift surveys can measure pre- vs. post-campaign brand recognition. - "What did you think about the ad's creative elements?" - "Did the ad make you more or less likely to purchase from [Brand Name]?" - "What did you think about the ad's call-to-action?" - "Open-Ended Feedback" question captures unstructured insight for qualitative analysis.
By following these steps, your brand-lift surveys will provide precise, actionable insights to evaluate and optimize your influencer marketing campaigns effectively.
**Summary Table:**
| Survey Element | Purpose | Best Practice | |--------------------------|------------------------------------------|------------------------------------------------| | Clear Objectives | Define what to measure | Awareness, Favorability, Consideration, Purchase Intent | | Control vs. Exposed Groups | Isolate campaign impact | Compare responses between groups | | Question Types | Capture quantitative & qualitative data | Mix of scales, yes/no, open-ended | | Survey Length | Ensure high completion rates | Keep concise & relevant | | Key Metrics | Measure brand lift | Ad recall, brand favorability, purchase intent | | Real-Time Feedback | Optimize campaign on the fly | Use brand lift tools with dashboards |
- To comprehensively assess the effectiveness of a business's influencer marketing campaigns, it's essential to integrate technology by utilizing real-time measurement tools, such as self-serve brand-lift surveys offered by platforms like Meta.
- In order to pinpoint the financial success of a marketing campaign, marketers should consider the use of technology in conducting brand-lift surveys to analyze business metrics, such as brand awareness, favorability, and purchase intent, which are crucial in shaping future business strategies.
