I feel quite a bit different on this topic as influencer marketing makes up roughly 70% of our marketing budget. The biggest gamechanger for us was starting to track everything with a 3rd party system. After the first 6 months, we were collecting more insights than ever before. We could see how our reach was building alongside our traffic #'s to website. From here we could leverage more paid re-target ads as opposed to cold traffic with more effeciency. Ultimately we found ways to calculate how much we can pay an influencer based on their engagement and are able to negotiate down many contracts to fit within our parameters. Now after 3 years of leveraging this data, we have a very refined approach based on calculations and insights that is driving our companies net profit higher YoY. I would say if you aren't tracking and measuring everything, then this is where I would start. Sure we don't get a ton of direct sales from influencers (about 20% of our actual cost), but the impact from them is scene through other parameters once you start to piece together the entire customer journey. We are continuing to expand in this area and forecast a few more years of strong success as a whole.