Beyond likes and reach: Brands shift focus to real impact of creator campaigns

Brands are now trying to measure the real impact of their creator campaigns, moving beyond follower counts and reach. Filling the gap, Cre8r.ai has introduced a new reporting tool to help track the actual results of creator-led activity.The firm’s CEO & founder, Gaurav Sharma said, "Influencer marketing has long been measured through surface metrics that don't translate into business outcomes. We are focusing on signals like sentiment, engagement quality, and intent — to help brands move beyond visibility."Data shared with the launch shows that higher-performing campaigns often have sentiment scores of 4.0 or above on a five-point scale. Purchase intent in top influencer campaigns is estimated at 3% to 5%. It also notes that 72% of social media users research products on platforms before making a purchase.