Influence measurement

How to measure the ROI of influencer marketing by placing it within the context of paid media

Influencer marketing exists in a fuzzy space as a creative and media asset, but also a public relations activity. If you were to draw a Venn Diagram of the three marketing sectors, influencer marketing would sit neatly in the overlapping middle.

This ambiguity is the biggest roadblock to the maturation of influencer marketing. How do you make clear decisions about who’s responsible — let alone budget allocation and strategic value — when you’re not even sure where influencer marketing fits in?

Six tips for influencer marketing success

Brands have embraced influencer marketing and are now collectively spending billions of dollars a year on influencer marketing campaigns.

But despite the spend, many brands aren’t realizing influencer marketing’s full potential. 

Unilever gets serious about influencer fraud

For years, brands have continued to up their spend on influencer marketing despite risks such as fraud and scandal and, arguably, they have had good reason to do so.

After all, consumers, particularly young consumers, are often most easily reached via social media, where they’ve embraced and made stars of a new generation of celebrities.

The fake follower economy is beginning to crumble

For years, there has existed an underground market in which individuals and companies buy and sell fake social media followers, along with fake likes and comments. 

These markets are an open secret and while fake accounts obviously violate the rules of popular social platforms like Facebook and Twitter, they have persisted.