Metrics Aren't Measurement
Metrics can be useful for creators looking to grow their fanbase and create a discussion, but they don’t have much correlation with brand results.
Metrics aren’t Measurement. We speak with 100s of creators and influencer agencies. When most show us their 'measurement' -it’s a download of clicks, impressions, shares, comments or whatever form of platform 'engagement' they speak to.
These are metrics. Metrics can be useful for creators looking to grow their fanbase and create a discussion, but they don’t have much correlation with brand results.
Here’s why Metrics aren’t measurement. Measurement enables the user to Build<>Measure<>Learn. It’s a practice of data capture that provides useful insights to the creator can improve effectiveness in a way that drives outcomes.
Good insight is:
- Timely - it shows up when you need it
- Relevant - it is comparable and linked to the outcome
- Contextual - it factors in your environment in a comparable way
- Accessible - it is easy to generate and get ahold of
- Impactful - its value is easy to realize
For marketing effectiveness, metrics like clicks are:
- ✅ Timely - you get them when you need them
- ❌ Relevant - not linked to brand or content performance
- ❓ Contextual - clicks work for their platform, but are not comparable
- ✅ Accessible - clicks are easily accessible
- ❌ Impactul - clicks do not offer the diagnostics to improve the next content.
Any creator has been there... got really high clicks on one post, copied the format and got nothing on the second. As Paul Polman says, " You Can't Treasure What You Don't Measure". And much more is measurable now, than just a few years ago. So let's get to it!
Speaking of Whalar, here are the top insights from 5 years and 2,000 tests we've done together.
And if you dive a little deeper into the results across the funnel and across generations of creator marketing, you'll want to get your notepad out for this one:
