Key Takeaways from Industry Leaders on Measuring Full-Funnel Influencer Marketing Performance
If you’ve ever run an influencer marketing campaign, you know the big question always comes down to: How do we measure success? That’s exactly what we tackled in our recent webinar, where we sat down with industry experts including Alex Dacks, Head of Social Media & Influencer Marketing at ŌURA, and Ely Rojas, Senior Influencer Marketing Manager at MCoBeauty, to break down how brands can measure the full-funnel impact of their influencer marketing efforts.
We’ve all seen vanity metrics—likes, shares, comments—but in today’s marketing landscape, proving real business impact is the name of the game. Our panel shared insights into how brands are moving beyond basic engagement to measure awareness, consideration, and conversions… essentially, the full funnel.
Key Takeaways from the Webinar
Video Content is Key, and Performance is What Matters
The way people consume content has changed dramatically, and influencer marketing strategies need to evolve with it. One of the biggest takeaways from our discussion was the undeniable shift toward video content. Whether on TikTok, Instagram, Youtube, etc. video is proving to be the most engaging and highest-converting content format.
“People are consuming video a lot more and converting a lot better,” Alex noted. That’s why brands are prioritizing storytelling over static posts or even traditional influencer metrics like follower count. Instead of focusing solely on reach, brands are looking at engagement, watch time, and direct conversions from influencer content.
Additionally, content syndication is becoming a crucial part of influencer contracts. Instead of a one-and-done post, brands are negotiating the ability to repurpose and amplify influencer content across their own paid and organic channels. This ensures they get “more bang for their buck” and maximize the value of influencer partnerships.
The Power of Storytelling & Audience Alignment
Finding the right influencer is more than just looking at follower count. In today’s landscape, storytelling and authenticity drive conversions. As Alex pointed out during the webinar, “Follower count doesn’t matter anymore—we’re moving into video content and storytelling.”
Brands are seeing stronger performance when they trust creators to produce content that aligns with their personal style and audience expectations. Rather than dictating every detail of a campaign, brands should lean away from over-briefing and instead focus on inspiring influencers to create authentic content that resonates.
“Trust the creator—they’re the ones that built their audience,” – Alex Dacks
Another key takeaway? Syndication matters. No matter which platform content is created for, leading brands are ensuring they maximize reach by incorporating syndication into contracts. This allows them to extend the life of influencer content and get more bang for their buck.
Trust the Creator-Let them Tell the Story
One of the biggest shifts in influencer marketing is moving away from over-briefing creators and allowing them to have more creative control. The best-performing influencer content doesn’t feel scripted—it feels real and resonates authentically with the audience.
“We’re leaning away from over-briefing them. We want to make sure the content feels authentic to them and that the style works for them.” – Ely Rojas
The key is to inspire influencers rather than dictate exactly what they should post. When brands allow creators to showcase their genuine experience with a product, the content not only feels more natural but also performs better.
Sophia, Senior Director of Strategic Accounts at Captiv8, added to this sentiment, reinforcing the importance of trusting the influencer’s expertise: “They have curated and built their audiences. We have to trust that they know what their audience is inclined to watch.” By giving creators creative freedom, brands are seeing stronger engagement and conversions.
Measuring Performance Beyond Awareness: The Shift to Consideration and Conversion
While influencer marketing has traditionally been viewed as an awareness play, brands are now focused on how it drives real business outcomes. Instead of simply tracking impressions and engagements, they’re focusing on how influencer content drives middle- and bottom-funnel impact—shifting the conversation from vanity metrics to real business results.
Ely highlighted how brands are expanding beyond a single sales channel: “Online shopping has grown, but people still want to see it in person… we rely on brand awareness through influencer campaigns, so when consumers see our product on Amazon or other DTC platforms, they’re already familiar with it.”
With Captiv8, brands can measure full-funnel impact—from engagement to direct sales—ensuring they invest in the right creators. As Alex put it: “This is why I love Captiv8. I use the Discovery tool like my bible to prove whether or not this person resonates with the audience.” By combining deep audience insights with performance-driven measurement, Captiv8 helps brands turn influencer marketing into a true revenue driver.
Conclusion
At the end of the day, measuring influencer marketing success means looking beyond likes and comments to track real business impact. Our panel made it clear, brands that prioritize video, build authentic connections with creators, and focus on performance-driven metrics are seeing the biggest wins. By taking a full-funnel approach, marketers can prove the true value of their influencer efforts and drive meaningful results. Interested in learning more? Watch the full on-demand recording of the webinar today!
About Captiv8
Captiv8 is the leading influencer marketing platform that empowers brands to connect with consumers through authentic creator partnerships. By leveraging cutting-edge technology and data-driven insights, Captiv8 helps brands drive engagement, loyalty, and sales in the ever-evolving social landscape. Rated the #1 Best Influencer Marketing Platform by the Influencer Marketing Awards, Captiv8 is also the enterprise marketer’s choice influencer tool. Captiv8 is ranked #1 influencer marketing software for Enterprise Marketers, and #1 best overall influencer marketing platform by G2.
