Meanwhile, brands with more mature influencer marketing programs face challenges with consistently measuring the success of their campaigns. Some key performance indicators (KPIs)—like follower count, engagement, post reach, or event attendance—are easy for creators to track with social media analytics tools. Creators who demonstrate that they measure and track these KPIs will look more appealing to marketing leaders. Other KPIs—like cost per lead (CPL), conversion rate, or customer lifetime value (CLV)—aren’t things creators can measure, so they rely on brands to share this information. But suppose brands don’t have the right tools or capabilities to measure their campaign performance. In that case, it’s difficult for them to prove their influencer marketing campaigns’ ROI and justify their budget. When brands don’t know the true value creators offer, they may be less inclined to create long-term partnerships or even work with them again. Plus, creators may feel short-changed when these KPIs impact their commission payments. Brands also face challenges working with contracted influencers. Reliability around deadlines, unresponsiveness, and fee inflation make partnerships more difficult for brands and compromise the success of their campaigns.
Brands face different challenges with different levels of maturity. 48% of brands with programs less than a year old struggle to find creators that fit their brand, while 32% of brands with 4-5 year old programs struggle with producing creative content within the brand guidelines. 30% of brands with 5+ year old programs struggle most with measuring campaign success.
Brands seek creators who can effectively communicate, offer professionalism, and deliver a compelling pitch
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