Influencer marketing is part of reality and is no longer just a complementary strategy but has become one of the central pillars in the campaigns of major brands. However, while creators are becoming the spokespersons for brands and products, the challenge of measurement persists, making it difficult to efficiently understand the results of these actions.
According to a survey conducted by BrandLovrs, a Brazilian platform that connects creators with major advertisers, 95% of companies say that working with creators is a fundamental part of their marketing strategy, yet measuring the return on investment (ROI) in campaigns with creators is still a point of attention for 29% of companies – a clear sign of the demand for more precise tools and metrics that bring clarity about results without overwhelming the teams.
“With increasingly tighter budgets and growing pressure for tangible results, CMOs are rethinking how to assess the impact of creators. Measurement goes far beyond likes and views. In the future, the most relevant metrics will be directly linked to sales impact, consumer behavior, and long-term brand building. Our research shows that 38% of brand managers already see how technology facilitates the evaluation of campaigns with creators, and there is huge potential for this technological integration to evolve even further,” explains Rapha Avellar, CEO, and founder of BrandLovrs.
Next, the expert in campaigns with creators highlights the main trends and tools that CMOs need to master to ensure significant results and not lose relevance in the market.
- No more vanity metrics: the real impact across the funnel
In the past, many influencer campaigns were solely measured by vanity metrics such as likes, views, and number of followers. However, Avellar explains that there is a market evolution to move away from these superficial metrics and focus on tangible impact across the sales funnel. This includes measuring direct actions like clicks, leads generated, conversions, and brand awareness.
- The era of granular ROI and real-time data analysis
ROI (Return on Investment) measurement has never been more essential. Real-time analytics tools are enabling CMOs to have a precise view of their campaign performance with creators, adjusting strategies quickly and effectively. “The future lies in a granular approach, where each content creator can be evaluated in terms of performance, engagement, and even sales influence, with continuously updated data,” adds.
- Omnichannel measurement: from social media to point of sale
Another emerging trend is the ability to measure the influence of creators in an omnichannel way. “Brands are increasingly connecting their influencer campaigns to various consumer touchpoints, from social media to e-commerce and physical point of sale. CMOs who understand how to map this journey in an integrated manner will have a considerable competitive advantage,” points out Avellar.
- The power of nano and micro creators in niche measurement
While big influencers continue to attract brands’ attention, it is the nano and micro creators who are turning measurement into a field of precision. These creators, with smaller audiences, often have deeper and more authentic engagements, making measurement more direct and accurate. BrandLovrs, which pays on average once per minute for this type of creators, demonstrates how targeted campaigns can bring measurable and impactful results.
- Artificial intelligence and machine learning in influence measurement
Lastly, Avellar points out that the incorporation of artificial intelligence and machine learning is already revolutionizing how influence marketing campaigns are measured. These technologies analyze large volumes of data and detect patterns that would be invisible to the naked eye. CMOs who start exploring these tools can predict engagement trends, optimize investments, and anticipate results.
“The future of influence measurement demands that CMOs make a clear transition from superficial metrics to deep, multichannel analyses. By using advanced technology and integrating content creators into the marketing strategy, marketing leaders will not only be able to accurately measure the impact of their campaigns but also continuously optimize their investments. BrandLovrs, for example, uses proprietary technologies to expedite the campaign process with creators by up to 50%, enabling managers to make decisions based on robust data. Those who do not adapt to this new era of measurement risk losing relevance and competitiveness in the market,” concludes the CEO.
