"Imagine you're selecting an influencer to work with on your new campaign. You've narrowed it down to two, both in the right area, both creating the right sort of content. One has 24.6 million subscribers, the other 1.4 million. Which do you choose? Now imagine you could find out the first had 8.7 million unique viewers last month, while the second had 9.9 million. Do you want to change your mind?"
"The amount of money now being spent in the channel certainly warrants the increased rigor. According to figures from Statista, the value of the influencer marketing sector worldwide more than doubled between 2019 and 2021 to $13.8bn. With that kind of money at stake, choosing the wrong influencer can have serious repercussions, both in terms of investment wasted and opportunities missed."
Influencer marketing is shifting from vanity metrics like subscriber counts and likes toward meaningful business metrics such as shares, engagement, and unique viewers. Unique reach can overturn assumptions based solely on follower totals, making smaller channels potentially more valuable. The influencer marketing sector more than doubled in value between 2019 and 2021 to $13.8bn, increasing the cost of poor influencer choices. Brands must adopt additional attention and engagement measures to understand how viewers interact with content and what they do after viewing. The impending phase-out of third-party cookies is driving marketers toward influencer-led discovery and relevance strategies.
Read at The Drum
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