Today, brands fall into two categories:
Those who test.
Those who structure, optimize, and scale.
Here’s how to assess your own strategy — and most importantly, how to take it to the next level.
1. Are your campaigns still one-off?
If your collaborations look like this:
One creator here, another there…
No clear brief, no precise objectives…
And no tracking of real impact…
Then you are probably still in the testing phase.
The most advanced brands have shifted to a programmatic logic: they work over time, with aligned creators, and measure results as they would for a traditional acquisition channel.
2. Do you choose your creators by instinct… or with data?
Too often, we still see choices made based on feeling:
"She seems cool," "her feed is pretty," "he has a lot of followers."
But the performing brands go further:
Analysis of the qualitative engagement rate
Demographic data of the audience
Performance history with other campaigns
Creator's ability to tell a brand story
The right fit is not guessed: it is measured.
3. Do you reuse created content?
Creators are not just there to "post once": they are also machines for authentic content.
If their videos or photos exist only on their feed… you lose 50% of the value.
Advanced brands reuse content:
In Meta or TikTok ads (UGC + whitelisting)
On product sheets or landing pages
In newsletters
In organic posts
On offline materials (events, POS displays, etc.)
The best ROI is built when influence feeds into all your marketing.
4. Are you tracking the right KPIs?
If your campaign debrief looks like:
"Good reach, good engagement rate"
… then you are not managing anything.
🚫 Brands in the testing phase stop at surface metrics.
✅ Performing brands track:
Customer acquisition cost (CAC)
CPA or CPC per creator
Attribution through UTM, promo code, or tracked link
The actual conversion rate post-campaign
No management without measurement. And no scalability without management.
5. Do you buy posts, or do you create relationships?
In 2025, creators are no longer media outlets.
They are brand partners.
The strongest brands:
Transform creators into long-term ambassadors
Co-create products or exclusive capsules
Involve creators in their storytelling
Develop the relationship beyond the simple publication
When a creator truly believes in your brand, their audience feels it. And they follow.
So… where does your brand stand today?
Ask yourself the question:
Are you still in the experimentation phase?
Do you really know what your campaigns bring in?
Are you integrating influence into a global marketing vision?
No matter your starting point, one thing is certain:
Influence is no longer a “bonus,” it’s a lever.
The question remains whether you are enduring it… or mastering it.
