For years, influencer marketing has been treated more like a PR activity than a serious growth channel. While it created buzz and boosted brand visibility, it often lacked one critical element: accountability. Marketers struggled to justify spend because the data just wasn’t there. Campaigns were measured in likes, not leads. Brands invested heavily in reach, but had little to show in terms of actual performance—no clear impact on sales, no conversion tracking, no actionable insights.

In the world of influencer marketing, high likes and follower counts can look impressive—but they don’t always tell the full story. Brands are increasingly waking up to a hard truth: not every influencer with “reach” actually drives real impact.

Finding the right influencer can be hard. With millions of creators out there, it can feel overwhelming to figure out who actually fits your brand, connects with your audience, and drives real results. That’s exactly why discovery tools like KlugKlug matter so much.