The influencer space has changed rapidly in the last two years, and the popularity of TikTok and other media has played a crucial role in this. It’s expected to reach a jaw-dropping $15 billion by the end of this year and brands struggle to scale, quantify its impact, and calculate ROI. Brands need to fully utilize programs to add and scan influencers for background checks and brand compatibility. There is an overreliance on traditional likes, comments, and views to measure engagement when affiliate links and other tools offer a more complete picture. Finally, ROI is very difficult to track and pin down in the modern environment, but don’t assign arbitrary dollar values to likes and comments. Rather, before- and after-sales indicators or designed tests can give a better picture of ROI.
