Influencers have much to offer brands, however, traditional influencer campaigns have historically been difficult to track and measure. Many companies have moved towards the performance-based model, measuring influencers based on outcomes and giving them more control over their marketing costs and a better way to measure ROI.
The impact of Covid-19 on marketing budgets led to these new rules of engagement. Rather than only paying a flat fee per post, companies shifted to paying influencers based on performance, such as new revenue, new customers, or incremental sales. Many influencers adapted to these changes, partnering with a broader range of brands and gaining more control over income streams.
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