‍Element Human brings real human reaction to content testing, by combining eye-tracking, facial coding, implicit association and brand survey into one easy to run test.

Adding YouTube Shorts to our testing environment roster was an easy decision. Across brands, agencies, platforms, and creators - one thing we hear often is they love working with us, but wish they could use our product across more platforms and formats.

Measure second-by-second audience response and full funnel brand performance with Attention, Emotion, Brand Memory and Brand Uplift metrics all in one fast and scalable solution.

Quickly assess how creatives and campaigns deliver brand goals on YouTube Shorts, before, during or after your campaign flight. Test the power of your influencer marketing campaign on getting attention in feed, on delivering key emotion moments, and on delivering on campaign goals.

Compare your results to industry benchmarks, assess campaign performance across multiple environments, understand where your campaign delivered on a marketing funnel, and optimize your media plan for maximum impact. Our ever expanding set of benchmarks include attention, emotional impact, key moments, and brand metrics such as brand awareness, brand memory and purchase intent uplift.

Our customers such as the BBC, Omnicom, Whalar, Twitch, and Amazon continue to guide us in our quest to bring measurement to the creator economy.

“Over 200 million creators are creating content for an audience over 4 billion people each day, however as creator content becomes increasingly commercialised, more brands are asking for proof of campaign success beyond the usual impressions and share rates,” Element Human founder and CEO, Matt Celuszak.

Element Human managing director, Hamish McPartlin added: “The launch of YouTube Shorts on our testing platform is a recognition of the appetite we are seeing from brands, agencies and creators for understanding their performance on the key global social platforms".

Supply and demand are booming, but each side is speaking a different language. We're here to change that. We'll continue to build better tools to help brands, agencies, creators, and platforms understand what their audience thinks, feels, and says.

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How Social Media Platform Context Mediates Influencer Marketing ROI

This study investigates the role of social media platform affordances (visibility and engagement) in influencer marketing and their impact on followers' information seeking, affective relationship building (trust), and purchase intention.

• Platform Affordances Matter: Social media platforms significantly influence followers' activities and marketing outcomes in influencer marketing.
• Visibility and Engagement Drive Behavior: Affordances like product visibility, visibility control, triggered engagement, social presence engagement, and synchronous engagement all play a role.
• Social Presence is Key: Social presence engagement strongly impacts both information seeking and affective trust building, highlighting the importance of creating a sense of "being together" online.
• Affordances are Multidimensional: Visibility and engagement have various aspects (e.g., product vs. communication visibility; attentive, temporal, and sensorial engagement).
• Platform Differences Exist: Instagram, YouTube, and Facebook differ in how affordances influence follower activities, likely due to platform natures and user motives.
• Chain Reaction: Platform affordances influence follower activities (information seeking and trust), which then impact purchase intention.
• Trust and Information Seeking Mediate Purchase: Both information seeking and affective trust building partially or fully mediate the relationship between platform affordances and purchase intention.

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