De-metrication will allow brands to gauge their campaigns effectively
This article notes that social media platforms are discarding public metrics such as followers and 'likes' to reduce their negative impact on users. De-metrication will also likely affect influencer marketing, as most brands depend on publicly-displayed metrics to measure audience engagement.
To overcome this challenge, marketers need to establish qualitative measures to evaluate influencers impact on campaigns instead of just relying on public metrics. The author suggests that brands should convince influencers to provide their metrics through APIs to effectively measure their campaign success.
Employing paid ads can further provide marketers with the analytic ability to track sales-driven metrics. The author contends that brands should work with select influencers and limited metrics while testing and designing marketing campaigns.
[6 minute read]