We recently had a conversation with Carolina Stubb, Senior Insight Consultant at Nepa, to discuss the ongoing debate around influencer marketing and its true impact beyond traditional engagement metrics. With the discussion heating up around likes and comments, Carolina offered her expert insights on why focusing solely on visible engagement might not paint the full picture.
“Many brands are drawn to the immediate, measurable metrics like likes, comments, and shares,” Carolina explained. “However, the real value of influencer marketing lies in its ability to build long-term brand awareness and top-of-mind recall. It goes beyond just tracking engagement rates.”
Carolina highlighted how influencer marketing taps into personal connections with audiences in ways that traditional advertising formats rarely achieve. “When a trusted influencer recommends a product, it resonates differently compared to a direct ad from a brand. The emotional connection an influencer has with their followers creates a lasting impression, even if the audience doesn’t visibly engage by liking or commenting,” she said.
At Nepa, this deeper impact is something we consistently observe in our post-campaign evaluations. “When we measure the effectiveness of campaigns two weeks after they go live, influencer campaigns generally outperform other formats in terms of brand recall,” Carolina noted. “This underscores the unique strength of influencer marketing when it comes to brand building. Even when engagement rates seem modest, the deeper influence on brand perception is clear.”
Carolina also pointed out that influencer marketing plays a key role in driving long-term effects. “It’s not just about boosting immediate sales. Influencer campaigns help create strong, lasting associations with the brand that stick with consumers for weeks, months, and even years. This ability to drive both short- and long-term brand impact is where influencer marketing truly shines.”
In conclusion, while engagement metrics like likes and comments provide valuable insights, they only tell part of the story. As Carolina emphasizes, the true strength of influencer marketing lies in its power to build top-of-mind awareness and foster long-term brand loyalty. By looking beyond short-term metrics and focusing on the broader brand-building potential, companies can fully harness the value that influencer marketing has to offer.
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