How Influencer KPI Patterns Differ across Social Media Platforms


Brands increasingly use social media influencers as part of their marketing strategy, yet methods for measuring their effectiveness and for choosing optimal partners are unreliable. New research analyzing the key performance indicators (followers and engagement) of 180 influencers, across five social media platforms, identifies patterns that marketers can use toward establishing partnerships with the right influencers.

Member Only Access

Performance Pressures?

A survey among marketers conducted for the WARC Marketer’s Toolkit 2023, shows that almost half plan to increase their investment in performance, while less than a third plan increased branding spend. However, that is only part of the story. Read more »

How to Improve Prosocial Messages

Many companies have employed prosocial messaging and more diverse portrayals in advertising. New research explored if and how those strategies can improve consumers’ perceptions of brands and increase sales.  Read more »

Conversations with “Great Minds”

Two 2022 ARF Great Mind Award recipients, Martin Renaud, winner of the Chief Marketing Officer (CMO) Award and Dr. Duane Varan, winner of the Erwin Ephron Demystification Award, shared insights on how research should be used to improve marketing. 

Read more »