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Ad revenue slowdown caused by the pandemic has sparked a period of hyperspeed evolution for influencer marketing, says Brian Nickerson.
He would know–he’s the cofounder and CEO of MagicLinks, a marketing company that works with 19,000-plus creators and 3,000-plus brands. Its main business is providing influencers and companies with affiliate product links, but it also offers something it says is becoming increasingly crucial: accurate performance data for those links.
Affiliate links are, at their most basic, a tool to measure how much traffic a sponsored creator is driving to a brand. For example, a beauty guru may partner with a cosmetics company, and in his branded video, tell viewers to use his unique link if they want to check out the brand’s website. In some cases, affiliate links will earn creators cuts of sales based on how much product they move. But the links’ core purpose is to let brands know if their influencer investments paid off.
However, that’s not always as easy as it sounds.
“Basically, an influencer sends people to a brand, and then two-thirds of those people go look for a coupon right before they buy,” Nickerson says. It’s understandable that consumers– …
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