Traditional metrics of influence, such as celebrity endorsements or follower counts, are no longer adequate for measuring brand impact. Brands now need to focus on authenticity and building culturally relevant connections. According to Alison Bringé, consumers demand that brands show cultural fluency. Launchmetrics, an AI-powered insights company, uses its Media Impact Value (MIV) algorithm to help brands evaluate their performance and identify new opportunities. A recent report states that 77% of MIV generated by brand ambassadors comes from the "Indirect Echo," reflecting the organic engagement from media and consumers.
The idea that a big name celebrity or a high follower count automatically guarantees influence is outdated. Today, consumers expect brands to demonstrate cultural fluency and a genuine understanding of the communities they want to reach.
A single viral moment may generate brand visibility and momentary reach, but the brands that win in the long-term are those that prioritize authenticity and culturally attuned connections.
77 percent of MIV generated by brand ambassadors now comes from what Launchmetrics calls the 'Indirect Echo' - the amplification created when media outlets, creators and consumers organically engage.
Launchmetrics is a leading AI-powered software, data and insights company for fashion, lifestyle and beauty brands, working with more than 1,700 clients to transform brand strategies and initiatives.
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