Influencers and niche content creators continue to be the main frontier for affecting people on social, but the tools for measuring ROI are still incomplete. Brands have to create new systems and use guardrails to both measure good campaigns and to create even better ones. Because “cool” isn’t a metric, and besides… you probably aren’t that cool.

‍

Why is influencer marketing essential in today’s creator economy?

‍

In a world where 92% of consumers trust influencers more than they trust traditional ads (sorry Don Draper), it’s crucial for brands to leverage the creator economy and a creator-led content strategy to fill in the gaps that are left behind when the audience abandons their faith in traditional marketing. 

‍

CELEBRITIES STILL HAVE REACH.

JUST NOT RELEVANCE.

‍

Advertising used to be the realm of celeb endorsements, product placement, and big ticket spending. Think big budgets, huge egos, and pesky film directors taking a check between projects. Just as our entertainment has trended towards unpolished and unprofessional, so our advertising has swung to make room for the influencers making market-shifting brand deals from their couches. But these campaigns are difficult to measure, especially if you don’t know what you’re looking for.  

‍

Are Influencers still effective for marketing?

‍

Yes! Influencer marketing has the potential to be even more effective than it ever has been, but the question of how brands should collaborate with creators is unclear. Influencers might be leading cultural conversation, but 79% of marketers are incorrectly measuring ROI for influencer campaigns. Outdated advertising models are struggling to catch up, and executives are often confused about whether to invest in the creator economy vs traditional advertising, leading to disappointing results and unfocused campaigns. A whole lot of “we’ll revisit next quarter,” not a lot of “OMG THIS ROCKS!” 

‍

Why are creators more trusted than brands?

‍

Brands sell products; creators sell culture (big difference in case you were unaware).  Creators are the ones shifting trends, inventing new slang, and giving audiences something to latch onto; meanwhile brands are still “joining the conversation.”. We are in a cultural moment that is paradoxically obsessed with products and purchasing yet mortified by brands; we all want to make the perfect purchases but we refuse to be seen as too much of a brand fan. Influencers provide authentic pathways for consumers to find their new favorite everything, and they will often return to whatever their favorite influencers recommend. Influencer marketing needs to be measured and facilitated in new ways that maximize the effect that influencers already have on their audiences.

‍

NUMBER TIME:

‍

160 Million impressions after beginning a culture-oriented influencer campaign

90% positive customer sentiment in the aftermath of that same 

92% of consumers trust influencers more than they trust traditional advertising

‍

How do brands work with influencers effectively? 

‍

Community-driven content creation allows brands to use influencer networks and lean into what makes a brand’s culture distinct. When brands stop looking at old-timey ROI measurements and performance indicators and start looking at their ability to lead conversation, influencer campaigns and creator economy investment can shine the right way. Imagine that.

In our work with Grindr, we leveraged a creator-forward strategy to help reboot the app’s cultural perception, which wasn’t a small task. We posited that giving excellent creators the freedom to do great work that leans into the app’s aesthetics and culture instead would make them a leader in the broader cultural conversation; in return, we saw 160 million impressions and 90% positive customer sentiment, showing that Grindr had become a major player in the positive narratives of the LGBTQ+ community. Vibe shift achieved. 

‍

“JUST TRUST ME, BRO” 

- Me, based on absolutely nothing

‍

What makes an influencer campaign successful in 2026?

‍

It can feel a little crazy to look at a marketing exec and tell them your plans don’t have metrics that are as obvious as normal marketing KPIs (deep breaths, people.) New plans and new ROI measurements will keep your campaigns fresh and keep the results clearer than if you don’t know what you’re looking for.  The data can also be imperfect, with up to 25% of influencer-based sales being misattributed, leaving influencer CPA appearing much higher than reality. 

‍

With this in mind, here’s 3 ways to optimize the reach and measurements of your influencer marketing campaigns:

• Create a simpler path from influencers to your page. The actual act of getting from an influencer’s page to your page or website might be too cluttered or confusing. Friction kills. Take out the guess-work and invest in bespoke mechanisms that get people converting instead of scrolling away.
• Vet creators that work in your system. A more niche creative with content that repeatedly performs well might be a better bet than the first obvious flashy choice (it usually is.)  Finding ways to define priorities and personality through your creator choices will leave your followers feeling confident and informed in their choices.
• Some results are easier felt than seen. Not everything fits in a dashboard.  Influencer marketing campaigns have metrics, sure, but they also have vibes. Are you finding that your content is resonating with an audience you didn’t anticipate? Hello, new friends! Starting to see your language or products pop up in unexpected places? This is a sign that your content is making waves beyond the water you’re swimming in. 

‍

Will hiring the first million-follower influencer you come across fix your flagging performance? Don’t count on it, because follower count ≠ results. But leaning into your brand’s culture, finding rockstar creators who take out the guesswork, and finding ways to accurately measure your performance will propel your campaigns into a stratosphere you couldn’t anticipate. Got your wings ready? ✈️

‍