Can you explain how brand lift studies work and what metrics are typically measured?
When it comes to influencer marketing, the exposed group is comprised of people who have seen the campaign content – whether it was a TikTok video, reel, YouTube short or another kind of creative – either naturally or through a custom-designed digital feed. The control group is a lookalike audience that did not see the content and is as similar as possible to the exposed group in terms of their demographics, specific attitudes, category use, awareness levels and other traits.
Both groups are asked to take the exact same online survey, which is designed according to the objectives of the influencer program’s objectives. The results, which are typically expressed as a percentage lift, are derived by comparing the differences in the survey responses between the two groups. Since the exposure to the influencer content is the only meaningful dissimilarity between the two groups, any lift between the groups can be attributed to the influencer campaign or program. For instance, if the survey finds that 20% of the control group is likely to purchase the product in question in the next month and 40% of the exposed group said they’re likely to purchase it, the campaign resulted in a 20-point increase in purchase intent.
When it comes to metrics, we evaluate the top of the funnel down to the mid-funnel, including purchase intent, likelihood to consider, favorability, brand love, recall, awareness and brand attributes.
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