Key stat: Measuring creator performance is the top barrier to influencer marketing success (32%) for brand marketers worldwide, per an August 2024 CreatorIQ report.

Beyond the chart:

• Social media marketers worldwide use influencer marketing to support a range of business goals, including brand awareness (66%) and revenue growth (55%), according to a January Sprout Social survey.
• US enterprise marketers identify the top three measures of influencer success asreach (50%), engagement rate (48%), and conversions (46%), per a September 2024 Linqia survey.

Use this chart: Marketers can use this chart to align influencer campaign goals to clear performance metrics, and invest in tools that improve measurement and attribution.

Related EMARKETER reports:

• Influencer Marketing Measurement 2025 (EMARKETER subscription required)
• Ad Measurement Trends H1 2025(EMARKETER subscription required)

Methodology: Data is from the October 2024 CreatorIQ report titled "The State of Creator Marketing: Trends and Trajectory 2024-2025" conducted by Sapio Research. 1,138 brands, agencies, and creators (457 from brands, 455 from agencies, and 231 creators), from over 17 industries across Australia, Brazil, Canada, France, Germany, the Netherlands, United Arab Emirates, the UK, and the US, were surveyed during July-August 2024. Respondents were surveyed about their creator marketing strategy and best practices.