Unsocial Media: What Netflix's 'The Social Dilemma' Has Taught Influencer Marketing

Ben Jeffries
Dec 17, 2020

Influencer has today published a report exploring and highlighting what success in influencer marketing looks like for key opinion leaders across a range of brands, agencies, industries, and regions - and looking at how measuring success has changed in line with shifting platform features. This follows the launch of the Netflix documentary ‘The Social Dilemma’, which saw a shift in the social media space after it highlighted the importance of purpose and authority behind content shared online, scrutinised profiles and perception, and made viewers question their social media usage and the role social media plays in their lives.

This report highlights the demise of traditional social media metrics, as a way to push the focus to more meaningful metrics that value authenticity and purpose, and identifies more meaningful ways that advertisers can judge the success of their influencer marketing campaigns in 2021, defined as ‘unsocial media metrics’. Insights from a number of key opinion leaders from a range of brands, including GymShark, Dell and Savage x Fenty, and agencies including PhD and MediaCom, and from social platforms such as Facebook and TikTok, and creators such as Patricia Bright and Alexandra Mary Hirschi, are presented alongside work undertaken alongside Influencer’s key insight partners IBM Watson, Nielsen,, and Relative Insight, and from research conducted by Influencer.

The report explores how a focus on likes and comments is no longer enough to measure success in influencer marketing but instead looks at how advertisers must adapt to measure results in line with platform changes. With new tools like Facebook Pay, TikTok’s Shopify partnership, Instagram Shops and InstaLive shopping badges, social media is further cementing itself as a highly engaging alternative to both online and in-store shopping, and brands must adapt and find new ways to measure ROI.

Influencer CEO Ben Jeffries said: “For a while now, we’ve been watching as the measurement of influencer marketing success moved from vanity metrics, such as likes and comments, to deeper social metrics such as saves, shares, clicks and content view duration. This year, success measurement was propelled even further, as advertisers shifted their focus to more meaningful ways of quantifying the success of their campaigns. I’m proud to bring you this report, filled with incredible insights from some of our industry’s best minds; people who have already embraced the shift to unsocial media metrics. It will be those who use these new measurement tools to their advantage who will be the true winners in 2021.”

Influencer CVO, and YouTube creator, Caspar Lee also commented: “We’re extremely pleased to bring some of the world’s largest voices within the influencer marketing space to discuss the future marketing landscape, drawing insights from leading creators, advertisers and partners to track major shifts in the ways both advertisers and consumers are winning on social media.”

Read the full report here: Unsocial Media: Embracing Unsocial Metrics, The New Way To Win At Influencer Marketing

With special thanks to contributors from Catalyst Global, Conde Nast, Dell, Engine UK, FCB Inferno, Facebook, Fetch, GingerMay, Google, Gymshark, Hashtag Ad Consulting, Influencer Pay Gap, Margravine Management, MediaCom, PHD, Savage X FENTY, Shreddy, Sixteenth Talent, The American Influencer Council, The Social Store, TikTok, William Hill and Chris Stokel-Walker, as well as creators Emma Louise Connolly, Jamie Rawsthorne, Jord Hammond, Patricia Bright, and Supercar Blondie.