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Influencer Marketing ROI: What are the right tools to measure it?

Influencer marketing has evolved well beyond sponsored posts and discount codes. Today, brands are activating creators to build awareness, generate authentic content, fuel paid media campaigns, support product discovery and drive sales. But as influencer programs become more sophisticated, measuring their impact has become more complicated. For many brands, influencer marketing ROI is still measured primarily through attributed revenue, promo codes and affiliate links. While these metrics are important, they only tell part of the story. A creator's impact doesn't necessarily end when someone clicks a link or makes a purchase. Their content can generate millions of impressions, influence future purchasing decisions and provide brands with reusable assets for paid social, product pages, email and other marketing channels. In fact, according to the Interactive Advertising Bureau (IAB), US creator economy ad spend was projected to projected to reach $44 billion in 2026, up from $37 billion in 2025 reach $37 billion in 2025, as brands increasingly treat creators as a core part of their media strategy. To understand the full impact of influencer marketing, brands need a measurement strategy that looks beyond immediate conversions and accounts for the different ways creator partnerships contribute to business and marketing objectives. In this guide, we'll break down the most important influencer marketing metrics, how to measure performance across different campaign objectives, and the tools brands can use to understand what's working.

21mn

How Brands Choose Which Creator Posts to Turn Into a Paid Ad?

Choose creator content based on paid performance potential by securing licensing rights, scoring key signals, testing top creatives, and rotating winners when performance declines. Brands have more creator content than ever, but having a library full of great posts creates a new challenge: which ones are worth putting paid media behind? A post that performs well organically can be a strong starting point but likes alone don’t tell you whether that content will drive attention, engagement, clicks, or conversions once you put budget behind it. The best candidates combine strong content and creator fit with signals like watch time, retention, saves, shares, clicks, and ultimately performance against your paid media goals. This guide breaks down what brands should look for when deciding which creator content to amplify with paid spend.

15mn

How to use UGC for paid social ads that actually convert?

UGC can make paid social ads more effective but only when the content is built to perform. According to TikTok, UGC ads delivered a 21% higher conversion rate and 17% lower CPA than non-UGC ads. But getting those results takes more than handing a creator a brief: brands need the rights to edit and scale their content, and they need to brief for the hook, not just the video.This guide walks the five steps in order: lock rights before you brief anyone, set up whitelisting correctly on TikTok and Meta, brief for the first three seconds, build a creative testing system, then recycle what already works organically. It is written for product brands running their own paid media.

17mn

Social proof content: what drives consumers to trust brands?

Trust has become the scarce resource in consumer marketing, and social proof content is what buys it back. The short verdict: seven types of social proof exist, and each carries weight at a different moment in the decision. According to BrightLocal's 2026 consumer review survey, 97% of consumers read reviews before choosing what to buy. What they read, and whether they believe it, is the whole game.

20mn

GEO Is the New SEO: How to Optimize Your Brand for AI Search Answers?

Ask any shopper how they found their latest skincare buy or running shoe. A year ago, the answer was Google. Today, a growing share will tell you they asked an AI chat instead. Nearly 60% of US consumers now use generative AI tools somewhere in their shopping journey, and one in four already trust ChatGPT’s product picks over Google’s,...

16mn

What Is Shoppable Social Content? The Complete Strategy Guide for B2C Brands [2026]

Your social content is reaching more people than ever. TikTok views climbing, Reels getting shared, engagement metrics your CMO loves to see in the monthly deck. And yet, when someone asks whatrevenue that content is generating — there’s silence, or worse, a guess. That gap — between reach and revenue — is the defining problem for B2C marketing teams in 2026. And it’s exactly whatshoppable social content was designed to close. This guide is for the Social Media Manager who’s tired of defending content ROI without a clean attribution story, and for the CMO building the business case to shift social spend from pure awarenessinto measurable commerce. We’ll cover what shoppable social content actually is (and what it isn’t), why most brands are setting it up wrong, and a four-phase strategy to fix the broken path fromengagement to revenue. What Is Shoppable Social Content? Shoppable social content is any content...

24mn

How to Combine Organic UGC with Paid Amplification for Maximum Impact?

Blending organic UGC with paid amplification has become the highest-leverage move in performance marketing. Social media managers, performance marketing managers, and CMOs are watching polished brand creative underperform while authentic user-generated content drives lower CPMs, higher conversion, and stronger engagement across every major social media channel. This guide walks you through a four-step framework to...

7mn

Top UGC Trends to Watch in 2025

As we step into the new year, how can we not talk about the up and coming trends in UGC? 2025 promises to be the year when consumer voices take center stage. UGC has become the backbone of e-commerce success, with reviews, visual proof, and authentic feedback driving trust, engagement, and conversions like never before. ...

6mn

5 Reasons to Use UGC in Retail

User-generated Content (UGC) is your customer voice, whether reviews, Instagram photos, or customer testimonial videos. Customer reviews have a significant impact on product pages’ conversion rates. But that’s not the only reason to use UGC in retail. Let’s take a look at the 5 main reasons for using and leveraging UGC. UGC as a trust-building...

5mn

Why & how to combine Influencer Marketing and Live Shopping?

In the field of e-commerce, live shopping is a small revolution. This interactive teleshopping, which is broadcasted directly on the Internet, is a huge success. In China, where it appeared in the 2010s, 67% of consumers say they have already made a purchase via this channel (source: Alix Partners). In Europe, this marketing device is also gaining popularity: Kohl’s, Lancôme, Xiaomi and Tommy...

7mn