The Expensive Truth About Influencer Marketing

You're probably wasting money on creators who don't influence.

Harsh? Maybe. True? Definitely.

The Problem with "Influence" Marketing

As an industry, we focus on metrics that tell an incomplete story.

Here's what influence actually looks like: Sometimes it's instant - that perfect post that makes you click "buy now." Other times it's more subtle. It's standing in a wine shop, overwhelmed by choices, until you spot the bottle that creator you trust raved about last month. It's remembering that glowing review when you're finally ready to upgrade your car. It's the slow build of trust that turns curiosity into confidence.

But when you're only measuring engagement rates and clicks, you're missing these crucial moments. The ones that don't show up in your attribution data but show up at the register.

Where Influence Actually Lives

It starts with the creators, but the proof lies in the comments.

That's where millions share their unfiltered thoughts daily. Their questions about products. Their enthusiasm (or lack of it). Their purchase plans. Their recommendations to friends. When influence is working, you see it here first.

The Real Signals

Real influence shows up where most marketers aren't looking. When influence works, you see it in the quality of the conversations - not just the totals. In audience trust - not just attention. In verified purchase intent - not just likes. In sustained brand connection - not just fleeting awareness.

This matters because influence is fundamentally about human behavior, not simple platform metrics. It's visible when your audience moves from passive scrolling to active consideration. When they recall your product months later at the point of purchase. When they defend your brand unprompted in comment sections. These are the indicators that predict actual business impact.

Why This Matters

You can't afford to work with creators who don't actually influence their audience.

That's why we built Suasiv. Let's measure what matters.

Want to know if your creators are actually influencing anyone? Let's talk.