Since the boom of influencer marketing in 2016, brands and agencies have both been talking about the engagement an influencer offers. It makes sense because we live in an era in which decisions are driven by data. However, the principle of influencer marketing is to impact the decision-making process of consumers, which is intangible and goes beyond just engagement.
In many cases, we have seen an influencer receive high engagement on a branded post, despite the call to action of the same post getting a relatively low number of clicks. Does this mean that said influencer is not influential enough? Or that his/her content is weak? Or maybe he/she has fake engagement? Let’s not get into the
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