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Influencer marketing has outgrown its reputation as a brand awareness one-trick pony. Increasingly, brands are looking to influencers to produce user-generated content to enhance the buyer journey and using affiliate links to generate and measure sales.
The influencer marketing industry will increase significantly in value by 2030, and as it matures into an established channel for brand spend, success metrics must evolve accordingly. The current way of measuring influencer marketing, largely based on earned media and impressions, is fundamentally incomplete.
As social media platforms become increasingly creator-centric and enable influencers to better monetize their content, brands will need to rethink both the lifetime value of the content being created through influencer investments and the measurement period within which they attribute campaign results.
The main metrics beyond initial impressions
An important but often under-discussed part of accurate reporting is picking the right time period for measurement.
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