Non-Social Media: What Netflix’s ‘Social Dilemma’ Has Taught In Influencer Marketing


Influencer today released a report exploring and highlighting what influencer marketing success looks like for key thought leaders across a range of brands, agencies, industries, and regions – and examining how success has changed depending on the evolving functionality of the platform. This follows the launch of the Netflix documentary ‘The Social Dilemma’, which saw a shift in the social media space after highlighting the importance of purpose and authority behind content shared online, examined the profiles and perception, and prompted viewers to question their use of social media and the role that social media plays in their lives.

This report highlights the demise of traditional social media metrics, as a way to focus on more meaningful metrics that value authenticity and purpose, and identifies more meaningful ways advertisers can judge success. of their influencer marketing campaigns in 2021, defined as “non-social media metrics.” Insights from a number of key thought leaders from a range of brands, including GymShark, Dell and Savage x Fenty, and agencies such as PhD and MediaCom, and social platforms such as Facebook and TikTok, and creators such as Patricia Bright and Alexandra Mary Hirschi, are presented alongside work carried out alongside major influencer partners IBM Watson, Nielsen, Fifty.io and Relative Insight, as well as from research conducted by Influencer.

The report explores how the focus on likes and comments is no longer enough to measure influencer marketing success, but rather examines how advertisers need to adapt to measure results based on platform changes. form. With new tools like Facebook Pay, TikTok’s Shopify partnership, Instagram stores, and InstaLive shopping badges, social media is asserting itself as a very attractive alternative to online and in-store shopping, and brands need to s ” adapt and find new ways to measure ROI.

Ben Jeffries, CEO of the influencer, said: “For some time now, we’ve observed that the measure of influencer marketing success has shifted from vanity metrics, such as likes and comments, to social metrics. more in-depths such as saves, shares, clicks, and content display time. . This year, the measure of success was propelled even further, as advertisers focused on more meaningful ways to quantify the success of their campaigns. I am proud to present to you this report, filled with incredible insights from some of the best minds in our industry; people who have already embraced the switch to non-social media measures. It will be those who use these new measurement tools to their advantage who will be the real winners in 2021. “

CVO influencer and YouTube creator Caspar Lee also commented, “We are extremely excited to bring together some of the world’s greatest voices within the influencer marketing space to discuss the future marketing landscape, leveraging insights from leading creators, advertisers and partners to track major changes in how advertisers and consumers earn on social media. “

Read the full report here: Unsocial Media: Embracing Unsocial Metrics, The New Way to Win at Influencer Marketing

Special thanks to contributors from Catalyst Global, Conde Nast, Dell, Engine UK, FCB Inferno, Facebook, Fetch, GingerMay, Google, Gymshark, Hashtag Ad Consulting, Influencer Pay Gap, Margravine Management, MediaCom, PHD, Savage X FENTY, Shreddy, Sixteenth Talent, The American Influencer Council, The Social Store, TikTok, William Hill and Chris Stokel-Walker, as well as creators Emma Louise Connolly, Jamie Rawsthorne, Jord Hammond, Patricia Bright and Supercar Blondie.


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