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Karla Zaldivar, Global Social Media Insights Manager, Booking.com, shares how Booking.com uses influencer tiers, engagement metrics, and data-driven benchmarks to measure impact and drive meaningful social media performance.
Influencer marketing is no longer just about reach or follower counts.
The real power lies in measuring impact, engagement, and alignment with business goals. By combining data, benchmarks, and tiered strategies, brands can transform social campaigns from guesswork into measurable performance engines that drive both connection and results.
“Maybe we can have a more data-based approach to measuring success and saying, hey, why am I even working with influencers? Just because we have to? Or is it actually because they are giving me something in return? Because I think that’s the question that it’s very difficult to answer,” said Karla Zaldivar, Global Social Media Insights Manager, Booking.com.
Karla Zaldivar took the stage at Vibe Marketing Tech Fest, Manchester 2025, to share how data-driven influencer marketing and tailored benchmarks transform social campaigns into measurable performance engines.
Three things Martechvibe learned from her talk;
Influencer Tiers Enable Fair Comparisons
Dividing influencers into tiers, celebrities, macro, and micro-influencers, allows brands to compare impact meaningfully. Each tier has unique metrics, expectations, and contracting fees, ensuring campaigns are evaluated fairly across audience size and influence type.
Engagement and Sentiment Over Reach
Success isn’t just impressions or clicks. Tracking engagement rates, video retention, and positive sentiment ensures influencer collaborations strengthen brand love and create meaningful connections, rather than generating superficial visibility.
Data-Driven Contracts Reduce Inefficiencies
Predefined benchmarks for contracting fees and ROI help streamline negotiations and avoid inconsistencies. Brands can focus on creative alignment and audience relevance rather than arbitrary pricing, turning influencer partnerships into strategic, measurable investments.
Watch the full video here.
