Measuring creator marketing activities: Four key key dimensions for portfolio management

Salvatore De Angelis

This article sets out four key factors that marketers should use to measure the effectiveness of their creator marketing activities.

Working with creators

This article is part of a series of articles from the WARC Guide to working with creators. Read more

Today, influencer marketing is a fully-fledged marketing channel with specific traits and the ability to produce positive results. Based on its effectiveness and uniqueness in the marketing mix, many brands are spending big on social media, specifically turning to influencers to make more personal connections with users.

According to Nielsen’s ‘2023 Annual Marketing Report’, 62% of global marketers find social media to be effective, and 61% are extremely confident in social media’s ability to deliver return on...

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