In a recent guest article, Mr. Pradeep Patteti, Co-Founder & CEO, Flutch, highlights a fundamental shift in influencer marketing - from campaigns driven by reach and visibility to strategies focused on measurable business outcomes. The piece explains how brands are increasingly prioritising metrics like conversions, revenue impact, and ROI over vanity metrics such as impressions or follower counts. It also underscores the growing role of data, performance tracking, and long-term creator partnerships in delivering scalable growth, positioning influencer marketing as a core performance channel rather than just a branding tool.

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