The WARC Podcast Beats, bots and influence: new effectiveness research you need to know
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Oct 14, 2025 This episode features Dom Charles, Managing Director at Wavemaker UK, who shares groundbreaking insights on influencer effectiveness, highlighting their strong short-term ROI and lasting brand impact through trust and creator fit. Roscoe Williamson from MassiveMusic reveals that engaging music can boost ROMI by up to 32%, emphasizing its role in increasing perceived product value. Finally, Will Lion discusses AI's role in creativity, warning against sameness while advocating for its use as inspiration to enhance brand distinctiveness.
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Influencers Drive Both Short And Long-Term ROI
- Influencer campaigns deliver short-term ROI comparable to other channels when measured properly.
- They also show especially strong long-term brand effects thanks to creator trust and preference shifts.
Fit Multiplies Influencer Effectiveness
- Creator-brand-audience synergy can multiply influencer effectiveness by about three times.
- Poor fit often nullifies spend, making alignment the dominant performance driver.
Influencers Differ From Paid Social In Longevity
- Influencer short-term effects resemble paid social, but influencers produce stronger longer-term brand payback.
- Execution style and mindset (performance vs. brand) shape social's long-term potency.