Measurement in the Influencer Industry
Over the last 4 years, influencer marketing has grown from punk upstart to serious contender, predicted to be worth $15bn by 2022. In a world where anyone can claim the title 'influencer,' the space is often maligned. Yet marketers’ spend on influencer continues to grow and anecdotal reports of very strong campaign performance abound.
As an insight person I was intrigued to understand what was driving this growth; whether it was all smoke and mirrors or was there really something to this industry. I looked at the data commonly available in influencer and was underwhelmed...