Hiding Instagram "Likes" will make marketers use better metrics to measure the campaign’s success

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 27, 2019, 3:31 PM UTC

It would also help brands to better engage with their target audience via micro-influencers.

This piece argues that with Instagram removing its “Like” option, marketers will be better able to measure their campaigns’ success. Users often like posts even though they are not interested in buying. But, brands will now have to pay more attention to other metrics like clicks, view-through rates and swipe-up engagement to measure the success of their campaigns.

Marketers should also give importance to user comments to glean useful insights into the consumer's mindset. Brands can further leverage micro-influencers, who have a few thousand but hyper-focused followers, to amplify their campaigns.

The author contends that brands should rely on multiple micro-influencers than one influencer with a million followers. With more influencers posting content that appeals to the brand’s prospects, the campaign will gain more authenticity and generate higher engagement.

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[5 minute read]