The WARC Podcast The true value of creator marketing
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Aug 28, 2025 Dan Wilson, Co-Founder and Chief Data Officer of Charlie Oscar, shares his expertise on measuring influencer effectiveness. He dives into the distinct roles of influencers vs. creators in marketing, revealing how both contribute uniquely to brand strategies. Wilson discusses the rise of influencer marketing, the challenges of measuring success, and the advantages of video content. He emphasizes the importance of quality reach over mere views and the strategic advantages of niche influencers in driving revenue.
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Most Influencer Value Is Indirect
- Most revenue from influencer campaigns is indirect and not captured by clicks.
- Media mix modeling (MMM) reveals the larger, delayed effects across other channels and revenue.
Measure With MMM Not Click Attribution
- Do not rely on click-based attribution to judge influencer ROI.
- Use MMM to capture both direct and indirect revenue impacts across channels.
Influencers Amplify Other Channels
- Influencer content boosts performance of other channels like paid social and search.
- Brand search volume can rise up to 30% after influencer exposure, improving bottom-funnel ROAS.