Summary
Creator partnerships are moving beyond the experimentation phase for many brands, but not all. Marketing teams that invest heavily in creators unlock larger budgets because they show tangible business impact, not just social media vanity metrics, to decision-makers. Mature creator programs are multidimensional, helping marketers achieve many objectives across different types of creator activations. If marketers want to grow and evolve their creator marketing programs, they must advance measurement practices. This report reveals Forrester’s Creator Composite Measurement Model and guides marketers toward a more mature creator marketing measurement approach.
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