Influencers can help balance brand and performance marketing

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The push and pull between brand and performance marketing is a common experience among marketing executives. Leaders often view performance marketing as a safer bet because it can be measured clearly and held more accountable for business results, making it easier to see how a company’s marketing dollars connect to revenue.

But today’s consumers are savvy and recognize when brands only see them as dollar signs—so balancing brand and demand efforts becomes even more important. For example, through A/B testing, brand and performance marketers alike can determine which influencer content resonates better for their specific goals. For brand marketing, the goal might be to create awareness ukraine mobile database with a new audience, while performance campaigns will focus on conversion. This A/B experimentation could look like publishing complementary, but different messaging or imagery, and then using the creative that aligns best to your goals for each type of marketing.

Brands can also balance brand and performance marketing by curating an ecosystem that repurposes sponsored content in performance campaigns. Think reusing sponsored posts in Spark Ads on TikTok or Instagram Ads.

Why measure influencer marketing ROI?
ROI is a critical proxy for gauging influencer effectiveness and a jumping-off point for future budget asks. By measuring ROI, marketers can reach their goals, prove impact and command a larger influencer marketing budget for future collaborations.