One of the challenges of measuring the effect of influencer marketing is that it is not always visible as a direct result of the established influencer activation. In practice, a large part of the results that influencer marketing generates appears in other channels, which is not always easy to demonstrate. One common scenario, as an example, is that a large share of the traffic to a website or a specific product is created high up in the funnel, with the help of influencers and social media, but that this traffic is then driven down the funnel, using channels such as SEO (organic search) or SEM (paid search).

Does this sound complicated? In this blogpost we’ll walk you through how you can to differentiate the effect of influencer marketing from other channels!

Two common scenarios

Imagine scrolling through your Instagram feed at lunchtime and seeing a product, let’s say a denim dress, on an influencer’s account that you follow. You fall for the piece immediately but you’re not ready to buy right away, because your focus is elsewhere right now. When you get back to your computer, you’ll think about that dress again, and decide to search for it. Then maybe you go back to the influencer’s account and look for the dress there, but another likely scenario is that you go straight to Google and do a search there for “brand+product” to find it. In this scenario, the traffic is driven in via SEO or SEM, even if from the start it was influencer marketing that created traction higher up in the funnel.