When it comes to influencer marketing, authenticity is key. At least, that’s according to Keith Bendes, VP of marketing and strategy at influencer marketing agency Linqia.
In an interview with AdAge, he said, “For many years, the concept of authentic raw style was a very social-media-based construct, but not anymore—people want that style everywhere. A brand that does something viral and trendy is valuable, but the focus should always be on how to make sure influencer marketing becomes the most valuable investment channel for the company.”
Per Linqia’s 2023 State of Influencer Marketing Report, 60% of enterprise marketers believe their biggest challenge is determining influencer campaigns’ return on investment.
AdAge in turn argued that certain marketers have faced issues because, in the past, marketing has been measured by “vanity metrics,” which don’t always give a complete picture. This, the outlet added, has left marketers struggling to show a full return on investment.
Connecting influencer performance
However, through mixed media modeling and true lower-funnel multitouch attribution, AdAge says that Linqia is working to “connect influencer performance” beyond overall brand health and social media metrics.
“Influencer is no longer a test-and-learn tactic,” Nader Alizadeh, Linqia’s co-founder and CEO, told AdAge in a statement. “Brands are spending well into the millions on the channel; that means they need to be held to the same standards as other marketing investments, inclusive of being able to measure all parts of the funnel from awareness to consideration to purchase.”
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