The most prevalent metric for influencer marketing success among US enterprise marketers is reach, according to a Linqia study. This emphasizes how brands prioritize easily measurable outcomes in their campaigns.
Despite only 6% of US enterprise marketers using multitouch attribution and media mix modeling, 30.1% of marketers at companies spending over $500,000 on digital ads believe MMM provides the best measurement for brand value.
Marketers tend to favor reach, engagement rate, and conversions due to their accessibility, yet underutilized metrics like brand lift and MMM could offer deeper insights into campaign performance.
The data, sourced from a Linqia report, reveals the need for marketers to expand their measurement strategies beyond conventional metrics to gain a comprehensive understanding of influencer marketing effectiveness.
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