, comments, or likes on an Instagram post as a way to boost their social-media engagement.
And to track if the investment in a YouTube campaign was worth it, industry experts told Business Insider that brands often look at how many viewers are engaging with a product link, the geographic information of viewers, and video analytics . Joey Gagliese, the CEO of the influencer-marketing agency Viral Nation, said that whatever platform is being used, brands increasingly want to know what people saying about them: Is it positive or negative? He said brands are using software to track cross-platform sentiment and sales related to a campaign.
"It's also much easier for direct response advertisers to use a custom tracking link and promote a discount so you'll often see them in Instagram Stories and YouTube because Instagram doesn't have clickable links in in-feed posts," Asano said. "Direct-response advertisers can work with much smaller budgets and in some cases single influencers."
The other main category of advertisers is brand advertisers, which sell products that aren't usually purchased at the time followers view the sponsorship, like anything you might buy in a grocery store or more expensive items like cars and furniture.
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