𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿 A𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻𝘀 D𝗼𝗻’𝘁 P𝗲𝗿𝗳𝗼𝗿𝗺 E𝗾𝘂𝗮𝗹𝗹𝘆 A𝗰𝗿𝗼𝘀𝘀 D𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 B𝘂𝘀𝗶𝗻𝗲𝘀𝘀 O𝗯𝗷𝗲𝗰𝘁𝗶𝘃𝗲𝘀

We see strong short term and long term value from Influencer campaigns, across both organic reach and content performance in paid campaigns.

𝗕𝘂𝘁 “𝗜𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿” 𝗶𝘀𝗻’𝘁 𝗮 𝗰𝗵𝗮𝗻𝗻𝗲𝗹 𝗼𝗿 𝗮 𝘁𝗮𝗰𝘁𝗶𝗰, 𝘁𝗵𝗲𝗿𝗲 𝗮𝗿𝗲 𝗺𝘂𝗹𝘁𝗶𝗽𝗹𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻𝘀 𝘄𝗵𝗶𝗰𝗵 𝗹𝗶𝘃𝗲 𝘄𝗶𝘁𝗵𝗶𝗻 𝘁𝗵𝗶𝘀 𝗴𝗲𝗻𝗲𝗿𝗮𝗹 𝘁𝗲𝗿𝗺.

You can’t do “more influencer” without knowing 𝘄𝗵𝗮𝘁 𝘁𝗼 𝗱𝗼, 𝘄𝗵𝗲𝗻 𝗮𝗻𝗱 𝘄𝗵𝘆.
As with most activity, the right answer depends on what you are trying to achieve.

We measure all our influencer activations through MMM, and we have deep insight into where we see the strongest performance from different influencer activations to drive different business outcomes.

The chart below shows some indexed findings of these MMM outputs aggregating 2,000 influencer activations across UK and US.

𝘛𝘩𝘦𝘴𝘦 𝘢𝘳𝘦 𝘢𝘭𝘭 𝘪𝘯𝘥𝘦𝘹𝘦𝘥 𝘷𝘢𝘭𝘶𝘦𝘴, 𝘵𝘩𝘦𝘺 𝘴𝘩𝘰𝘸 𝘸𝘩𝘪𝘤𝘩 𝘢𝘤𝘵𝘪𝘷𝘢𝘵𝘪𝘰𝘯 𝘵𝘺𝘱𝘦𝘴 𝘸𝘰𝘳𝘬 𝘣𝘦𝘵𝘵𝘦𝘳 𝘰𝘳 𝘸𝘰𝘳𝘴𝘦 𝘰𝘯 𝘢𝘷𝘦𝘳𝘢𝘨𝘦 𝘢𝘤𝘳𝘰𝘴𝘴 𝘥𝘪𝘧𝘧𝘦𝘳𝘦𝘯𝘵 𝘣𝘶𝘴𝘪𝘯𝘦𝘴𝘴 𝘰𝘣𝘫𝘦𝘤𝘵𝘪𝘷𝘦𝘴. 𝘉𝘶𝘵 𝘪𝘯𝘥𝘦𝘹𝘦𝘴 𝘰𝘯𝘭𝘺 𝘴𝘩𝘰𝘸 𝘵𝘩𝘦 𝘨𝘦𝘯𝘦𝘳𝘢𝘭 𝘵𝘳𝘦𝘯𝘥𝘴, 𝘪𝘧 𝘺𝘰𝘶 𝘦𝘹𝘦𝘤𝘶𝘵𝘦 𝘢 𝘣𝘳𝘪𝘭𝘭𝘪𝘢𝘯𝘵 𝘤𝘦𝘭𝘦𝘣𝘳𝘪𝘵𝘺 𝘱𝘢𝘳𝘵𝘯𝘦𝘳𝘴𝘩𝘪𝘱 𝘵𝘰 𝘥𝘳𝘪𝘷𝘦 𝘯𝘦𝘸 𝘤𝘶𝘴𝘵𝘰𝘮𝘦𝘳𝘴 𝘵𝘩𝘦𝘯 𝘪𝘵 𝘸𝘪𝘭𝘭 𝘸𝘰𝘳𝘬 𝘳𝘦𝘢𝘭𝘭𝘺 𝘸𝘦𝘭𝘭, 𝘦𝘷𝘦𝘯 𝘵𝘩𝘰𝘶𝘨𝘩 𝘵𝘩𝘦 𝘪𝘯𝘥𝘦𝘹𝘦𝘥 𝘢𝘷𝘦𝘳𝘢𝘨𝘦 𝘴𝘩𝘰𝘸𝘴 𝘤𝘦𝘭𝘦𝘣𝘳𝘪𝘵𝘪𝘦𝘴 𝘵𝘦𝘯𝘥 𝘵𝘰 𝘱𝘦𝘳𝘧𝘰𝘳𝘮 𝘣𝘦𝘵𝘵𝘦𝘳 𝘸𝘪𝘵𝘩 𝘕𝘦𝘸 𝘗𝘳𝘰𝘥𝘶𝘤𝘵 𝘓𝘢𝘶𝘯𝘤𝘩𝘦𝘴. (𝘈𝘯𝘥 𝘷𝘪𝘤𝘦 𝘷𝘦𝘳𝘴𝘢, 𝘢 𝘣𝘢𝘥 𝘢𝘤𝘵𝘪𝘷𝘢𝘵𝘪𝘰𝘯 𝘪𝘴 𝘶𝘯𝘭𝘪𝘬𝘦𝘭𝘺 𝘵𝘰 𝘴𝘶𝘤𝘤𝘦𝘦𝘥 𝘦𝘷𝘦𝘯 𝘪𝘧 𝘵𝘩𝘦 𝘪𝘯𝘥𝘦𝘹 𝘷𝘢𝘭𝘶𝘦 𝘪𝘴 𝘩𝘪𝘨𝘩.)

We see some common trends:

• 𝗖𝗲𝗹𝗲𝗯𝗿𝗶𝘁𝗶𝗲𝘀 𝗮𝗻𝗱 𝗕𝗿𝗮𝗻𝗱 𝗔𝗺𝗯𝗮𝘀𝘀𝗮𝗱𝗼𝗿𝘀 𝘄𝗼𝗿𝗸 𝗯𝗲𝘀𝘁 𝘄𝗵𝗲𝗻 𝘄𝗲 𝗽𝗮𝗶𝗿 𝘁𝗵𝗲𝗺 𝘄𝗶𝘁𝗵 𝗻𝗲𝘄 𝗺𝗲𝘀𝘀𝗮𝗴𝗲𝘀. Give them a new product to speak about or the chance to launch a new sale event and they can shine.

• 𝗟𝗼𝗻𝗴 𝘁𝗲𝗿𝗺 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲𝗿 𝗽𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀 𝗮𝗿𝗲 𝗴𝗿𝗲𝗮𝘁 𝗮𝘁 𝗱𝗿𝗶𝘃𝗶𝗻𝗴 𝗼𝗻𝗴𝗼𝗶𝗻𝗴 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀, driving customer retention and repeat purchase behaviours (all other activations are relatively weaker here.)

• 𝗦𝗵𝗼𝗿𝘁 𝘁𝗲𝗿𝗺 𝗖𝗿𝗲𝗮𝘁𝗼𝗿 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀 𝗮𝗿𝗲 𝗯𝗿𝗶𝗹𝗹𝗶𝗮𝗻𝘁 𝗮𝘁 𝗻𝗲𝘄 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗮𝗰𝗾𝘂𝗶𝘀𝗶𝘁𝗶𝗼𝗻, particularly when paired with paid amplification (to mitigate their smaller reach).