Sephora is considering how best to work with influencers on social media, according to a report published by The Drum.
Nandini Joshi, Vice President of Marketing and E-commerce for South East Asia, revealed in an interview with The Drum that the brand is changing the way it measures engagement, moving from pure traffic data to a more holistic model that takes into account brand equity and social sentiment.
“We have moved away from a very siloed way of looking at the metrics. Around two years ago it was how much traffic was provided by influencer marketing, but now it’s more around the brand equity influencers bring, how we measure positive social sentiment and whether that is on an upward trend,” she told The Drum.
Further, Joshi commented on the oft-cited risks of influencer marketing, namely a lack of transparency over metrics. For Sephora, she said, it’s a case of trust on both sides, with the goal of building long-term relationships.