Brands need to rethink vanity metrics used for influencer marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 06, 2019, 1:16 PM UTC

Instagram has removed the “Like” button in seven countries in a bid to remove social pressure from its users. 

This piece states that hiding likes is a positive step towards embracing storytelling without pressure and making Instagram a less competitive platform. But, as Instagram permanently disables likes, brands need to rethink their influencer partnerships and compensation models. 

Marketers should think about different metrics to measure the success of a specific campaign. Removing likes would also compel brands to produce quality content to encourage meaningful engagement through the comments section. 

TheAmplify’s chief executive Amy Luca says that brands need to focus on metrics which “more accurately drives the business, from purchase intent, brand awareness and brand affinity.” It would enable influencer campaigns to be appropriately compared with other marketing activities. 

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