Creator marketing programs have become a cornerstone of the social media marketing strategy across industries. As such, Forrester recommends an evolved set of metrics for measurement to optimize and show overall impact on the organization. Considering that two-thirds of B2C marketing decision-makers planned to increase investment in creator/influencer programs in 2024, teams from experimental to expert status must ensure that they are activating the right levers to maximize these partnerships.
Add New Layers As The Investment Grows
In our recent report, Forrester introduces frameworks for marketers to assess their progress in the journey toward running an effective multidimensional program, guiding them through the building blocks necessary at each investment level to achieve it.
To effectively scale your creator marketing program, we recommend that you:
- Increase the number and types of creators. A wide array of creators with varying areas of specialty increases reach, shows different facets of the brand, and fosters connection with many communities.
- Add new business objectives. More substantial creator partnership investments allow marketers to widen the breadth of their creator activations and deliver on more business objectives.
- Diversify content types and delivery. Creator content is no longer limited to the confines of a consumer’s feed or “for you” page. Content repurposed for new channels such as out-of-home and CTV maximizes reach beyond the organic post.
- Invest in the right tech, services, and headcount. To run a full-scale creator program, adopt an influencer marketing platform and expand team support, insourced and/or outsourced.
- Prioritize mature measurement practices. Forrester’s Creator Composite Measurement Model aids in establishing a well-rounded measurement strategy to optimize creator marketing efforts and assess impact. This will ensure vested buy-in from leaders, unlocking greater opportunity for growth and exploration.
Read the full report to leverage Forrester’s frameworks and strategically grow and scale creator marketing programs at any phase of commitment, from nascence to multimillion-dollar investment. Forrester clients, schedule a guidance session with me to discuss your creator marketing strategy.
