In order to measure the effect of influencer marketing in a relevant way, it’s important that you know from the beginning what you want to achieve with the channel and what part it should play in relation to other channels. Is it to build brand awareness in a new market, to strengthen the brand with an existing target group, or perhaps to drive online sales? Of course, there can be several purposes, depending on how you build your strategy.

In this article, we clear things out and help you understand how influencer marketing fits into your mediamix. We also explain why you should never measure influencer marketing in a silo, or channel by channel and why you always need to have a holistic approach.

Do you prefer to listen instead of reading? Check out this podcast episode on the same topic! 

To make it a little easier, we can use the classic model ‘See-Think-Do’ as a basis, which describes a potential customer’s intention in an imaginary buying journey. Although this of course presents a generalised image of the media landscape, it can be said that most channels have a clear place in this model; outdoor advertising (OOH) and TV advertising, for example, are most common at the beginning of the buying journey (or top-funnel), as the main purpose is to reach a wide mass of people and create awareness. Thus, these are known as reach media. Other channels, such as social media and influencer marketing, can be used to advantage throughout the whole buying journey – both to achieve the reach in the top funnel, but also to drive traffic and sales further along the buying journey (or further down the funnel). How influencer marketing fits into your customer’s buying journey, and the rest of your media mix, simply depends on how you choose to work with the channel, and what goals you have set.

How does influencer marketing fit into the media mix?

Below we’ve listed the three different steps and how influencer marketing can fit in and work along the buying journey. Of course, this is a simplified and generalised picture – in reality, the phases overlap and it’s often an iterative process. Us humans are not always logical creatures when it comes to decision-making, whether it’s a purchase or something else in life.

Step 1: SEE

Goal: Create awareness among the target group and achieve high a high reach 

The people in the See phase have no direct intention to buy, but here it’s important to attract their attention