Post-Campaign Reports: What Bangkok Brands Should Demand

Most Bangkok brands sign the invoice before they see the numbers. The creator posts, the client watches the like count for 48 hours, then everyone moves on. The next brief goes to whoever felt right, not whoever performed. That is the pattern Mai Influence sees on almost every campaign that comes in second-hand for repair.

A post-campaign report is not a courtesy. It is a paid deliverable, and if you did not name it in the brief you are unlikely to receive one worth reading. Below is the report structure to demand, the timing that actually captures the numbers, and the fields that decide whether you rebook that creator.

Why the 7-day snapshot is the wrong one

Most Bangkok creators send a screenshot the day after posting. That number is almost entirely from the first 24 hours, which for Reels and TikTok is a fraction of the eventual reach. On Reels, roughly 40 to 60 percent of impressions land in days 3 to 14. On TikTok the tail is longer and less predictable, with a meaningful chance of a second-week resurface.

Ask for the report at day 14, not day 7. If the brief runs a paid whitelist or Spark Ads, extend to day 21 so the boosted window is fully counted. The extra week costs the creator ten minutes and gives you a number you can actually plan against.

The nine fields every report needs

Set these as the required schema in the brief. If the creator sends a nine-field report they are more organised than 80 percent of their peers, and you will price accordingly on the next round.

1. Reach (unique accounts, not impressions).
2. Impressions.
3. Video views at the 3-second mark.
4. Average watch time and completion rate.
5. Saves.
6. Shares.
7. Profile visits driven by the post.
8. Link clicks or sticker taps if the post used a link.
9. Follower delta on the creator's own account for the 14 days after posting.

Note what is not on the list. Likes are almost useless as a paid-campaign metric in 2026. Comment count is directional only, since one heated thread inflates it. Saves and shares are the real intent signals, and follower delta tells you whether the audience recognised the brand as worth staying for.

Screenshots vs raw exports vs platform access

There are three ways to receive the numbers, and they are not interchangeable.

Screenshots are the norm in Bangkok. They are easy for the creator to produce, easy for the brand to file, and easy to fake. If you accept screenshots, require timestamps visible in the frame and the account name un-cropped. This alone catches most inflated numbers.

Raw CSV exports from Meta Business Suite or TikTok Analytics are cleaner and support cross-campaign roll-ups. Nano and micro creators often do not export because they never signed into desktop analytics. Ask anyway. If a mid-tier creator refuses, that is a signal.

Platform access via Instagram Insights sharing or TikTok Creator Marketplace is the cleanest, but adoption in Bangkok remains under a third of active brand-collab creators. Do not make it a blocker on your first campaign together. Do make it a bonus rebooking criterion.

Attribution, honestly

A creator can hand you perfect reach numbers and still not have moved a single unit. The bridge between the report and revenue is attribution, and most SEA brand marketers still hold the creator accountable for a metric they do not fully control.

Two rules keep this fair.

First, require a unique code or UTM per creator. The code lives in bio, caption, or first pinned comment. Without it, all conversions collapse into a single organic bucket and you will underestimate creator impact by roughly half.

Second, pair the code with a view-through window matching platform reality: 7 days on Instagram, 7 days on TikTok, 14 days on YouTube. Longer windows over-credit; shorter windows under-credit. Set the window in the brief, not after the numbers land.

If you want to compress this entire workflow into one dashboard, book a brand call with Mai Influence and we will show you how the roster sends reports through the platform by default.

Turning the report into a rebooking decision

The last section of the report should not come from the creator. It should come from you. Score each creator on three axes after every campaign: cost per 1,000 reached, save-plus-share rate, and follower delta on your brand account in the 14 days following the post. Anchor the scores against the brief's original benchmark and against the roster median.

A creator who beats the median on two of three axes gets rebooked at the same rate. Beat all three and the multiplier is yours to offer.

Bangkok brands that keep this scorecard for six months stop having the annual conversation about which agency to use. The scorecard is the agency.

What to add to the brief today

Copy this into your next brief, verbatim if you like:

• Report due 14 days after final post, 21 days if boosted.
• Nine fields: reach, impressions, 3-second views, average watch time, completion rate, saves, shares, profile visits, link clicks, follower delta.
• Screenshots must show timestamp and account name.
• Raw CSV export preferred where available.
• Unique code or UTM issued per creator, tracked against a 7-day view-through window on IG and TikTok, 14 on YouTube.

The report line adds one paragraph to the brief and pays for itself the first time you compare two creators head to head. Everything after that is compounding.