ROI Evaluation and Fake Followers are making Brands Struggle in Measuring Influencer Attribution!

Marketers have been undergoing a hard time lately, in measuring the influencer attribution. Moreover, the increased focus on privacy by well-known browsers like Safari and Chrome is only making things worse.

There are several challenges that digital marketers face while measuring influencer marketing campaigns. To help us understand these challenges and the role of each element in creating difficulties for the marketers, Zine conducted a survey in January. In case you are unaware, Zine itself is an influencer marketing platform.

According to the results, 57% of brands and other digital marketing agencies find it difficult to measure the Return-on-Investment. Although it should be a straight forward process, but the lack of transparency these days, along with the vagueness regarding the approach to be followed while measuring the ROI makes it one of the most challenging tasks for Brands and other Agencies.

Following the ROI Measurement, the next big challenge faced by Marketers is the abundance of fake followers these days. 21% of the surveyed Marketers admitted to this issue being a grave one. An influencer can claim all they want about their followers being genuine but still, fake ones can be easily found after a little investigation. The fake followers create a lot of hurdles while measuring influencer attribution.


Then, 13% of the Marketers claimed that checking the Authenticity of the content produced by Influencers is a highly challenging task. Investing on an Influencer who produces unoriginal content might backfire for the Marketers in a big way so it’s always better to investigate the authenticity before investing on someone.

Other issues faced by Marketers were General Campaign Management (6%), ASA Regulations (2%) and Follower Visibility (1%).

ROI Assessment and Fake Followers are making Brands Struggle in Measuring Influencer Attribution!

Although the survey was helpful, it was conducted before Apple rolled out an updated version of Intelligent Tracking Prevention for its Safari browser, limiting the first-party cookie tracking to 24 hours. Additionally, Google also introduced its own cookie-tracking limiting privacy updates for Chrome. These updates will make it further difficult to measure ROI.

It’s better if the Marketers now turn to more creative ways such as issuing referral coupons to influencers which they can promote among their followers. Other referral and verification methods can also be given a try.


When ITP 2.1 was rolled out by Apple, vendors came up with ways to avoid the tracking limitations imposed by the privacy update and there’s a fairly strong chance they come up with something to counter the newly imposed restrictions as well.

Regardless, ROI measurement is bound to be a challenging task for digital marketers as the dependence of influencer marketing is more on brand awareness instead of performance marketing.

Read next: Important Statistics for Social Media Video Managers

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