As influencer marketing continues to grow as part of the media mix, the need to understand its real impact becomes increasingly important. United Influencers is continuing its partnership with Nepa to further develop how influencer campaigns are measured, evaluated and understood.

Nepa is a Swedish data and analytics consultancy focused on helping companies grow by transforming complex data into actionable insights. Through customer research, brand analysis and data-driven insights, Nepa supports companies in understanding consumers, optimizing marketing and making more confident business decisions.

INFLUENCERS PLAY AN IMPORTANT ROLE IN THE CUSTOMER JOURNEY
Nepa’s consumer studies show that influencers today play an important role in how consumers discover new products, brands and services.

Consumers still rely on friends and family, online search and customer reviews. At the same time, influencer endorsement is a meaningful part of the discovery mix. Nearly one in five consumers say they are influenced by creators.

Among younger audiences, this impact is even stronger. For Gen Z, influencer endorsement stands out as one of the strongest sources of inspiration. More than one in three say they discover new products through creators they follow, placing influencers ahead of both brand websites and traditional advertising.

Almost all Swedes use social media, and over a third follow influencers. Among Gen Z, nearly 70 percent follow creators.

“Looking across our consumer study and ten influencer campaign evaluations, we see that influencers play a clear role both in product discovery and in how campaign messages are received. The most consistent effects are not only about awareness, but about message clarity, curiosity, brand fit and willingness to explore the brand further. That is why structured measurement matters. It helps advertisers understand where influencer marketing creates value, not only whether the campaign was seen”, says Martin Hellgren at Nepa.

CONSISTENT EFFECTS ACROSS CAMPAIGNS
Insights from Nepa’s multi-campaign dataset, covering ten influencer campaigns between November 2024 and November 2025, show clear and stable patterns.

Across all campaigns, influencer content consistently triggers early stage behavioural movement. Followers show higher levels of curiosity, stronger intention to look closer and greater willingness to visit a website or store compared to non-followers.

The direction is consistent across all campaigns:

Followers consistently show higher curiosity levels
There is a clear uplift in intention to visit a website or store
Early exploration behaviour is one of the most stable effects

Influencer content also strengthens perceived relevance and personal resonance. Followers are significantly more likely to feel that the content is relevant and that the creator makes the product or brand feel personally meaningful.

FROM CAMPAIGN TO CLARITY: A STRUCTURED APPROACH TO MEASUREMENT
Together, United Influencers and Nepa work with a structured approach to evaluate and optimize influencer marketing. This includes:

Influencer Campaign Evaluation measures how an influencer campaign affects campaign observation, message clarity, brand perception and intended action.

Creative Evaluation identifies which content, messages and creator executions resonate most strongly with the audience.

Campaign Observation Analysis compares people who recall seeing the campaign with those who do not, to understand how campaign observation relates to relevance, clarity and response.

TikTok Impact Tracking follows how a brand is perceived on TikTok over time and how that perception develops among relevant audiences.

By combining observation, creative impact and brand perception, this approach provides a clearer understanding of what drives results.

BUILDING CONFIDENCE IN INFLUENCER MARKETING
As influencer marketing continues to grow, one of the challenges remains the lack of a commonly accepted “currency” for measuring and comparing impact across channels.

At the same time, there is still hesitation among some advertisers, often linked to control, execution and trust in how campaigns are delivered.

This is where structured measurement becomes critical. By providing clearer evidence of impact, brands can better understand how influencer marketing contributes to awareness, consideration and future behaviour.

A LONG-TERM COLLABORATION BUILT ON INSIGHT
For United Influencers, the continued collaboration with Nepa is an important part of strengthening how influencer marketing is both delivered and evaluated.

“Nepa gives us a clear window into how influencer marketing actually drives results. It allows us to bridge the gap between creative vision and hard data, ensuring we don’t just reach an audience, but truly resonate and scale that impact over time”, says Jakob Wigselius, CEO at United Influencers.

FROM INSIGHT TO ACTION
United Influencers’ expertise in creator strategy, together with Nepa’s ability to analyse how consumers experience products, services and brands, creates a stronger foundation for informed decision-making.

It enables brands to move beyond assumptions and instead work with consistent insights into how influencer marketing drives curiosity, relevance, exploration and commercial movement.

As the role of influencers continues to grow, understanding these effects will be key to building both stronger campaigns and long-term brand growth.

You can read more at Nepa.com.

INFLUENCER IMPACT: MEASURED BY DATA

LEADERSHIP THROUGH RESPONSIBILITY