How does… influencer marketing measurement work?
We ask some of the industry’s most knowledgable boffins to break down jargon to help you through those confusing meetings and indecipherable conferences. Here, Partnerize’s Stefanie Colley explains how influencer marketing measurement works.
For many of today’s brands, influencer marketing is becoming an increasingly important way of reaching and connecting with shoppers. It’s incredible to see that some influencers are now attracting audience sizes that overshadow those of traditional media platforms. Further, so-called “micro-influencers,” who attract smaller but very passionate audiences interested in specific topics, are playing a key role in helping millions of consumers make product choices.
All that said, the revenue impact of the influencer channel has been relatively difficult for brands to measure. Many brands spend heavily in the sector without proper measurement tools and strategies in place. In Australia, we recently saw the government slam the influencer channel as ineffective. By contrast, we’re seeing brands who have robust measurement in place raving about the results they’re driving.
