Influencer marketing doesn’t need more metrics — it needs more trust and collaboration between brands and influencers

Influencer marketing doesn’t need more metrics — it needs more trust and collaboration between brands and influencers

Influencer marketing has become one of the most important tools in brand strategy. Companies across various industries are increasingly turning to social media personalities to promote their products and services.

However, despite its widespread use and significant impact, influencer marketing is surrounded by uncertainties, ambiguities and controversies, both for practitioners and the general public.

Questions often arise: How do brands determine the effectiveness of an influencer campaign? How do influencers ensure that the brand partnership does not affect their relationship with their audience? Who controls the creative process during an influencer campaign?

In our recent research article in the Journal of Marketing, we discussed these ambiguities, focusing on two core areas relevant to both influencers and brands: How to determine the value of sponsored content and how to co-produce it.

Our study drew insights from a wide range of sources, including interviews with both influencers and influencer intermediaries, podcasts, media articles and third-party platform reviews. We conducted 21 primary interviews and transcribed 37 secondary interviews from podcasts. This sample included influencers specialized in the fields of fashion, food, cosmetics, travel, lifestyle, health and sexuality.