A spa wants to increase awareness of its package holiday deals internationally. It has been investing heavily in influencer marketing and social media campaigns. Its most popular influencer recently posted a video about the retreat that received 500,000 likes in the first day. The spa gained more than 3,000 new followers on its Instagram account.

Given the outcome of this organic post, the spa decides to pull their paid social media campaigns because this spend generates only a quarter of the engagement compared to influencer posts.

What advice should the analyst share about measuring success in this way?

A. It is always better to diversify spend equally across multiple marketing strategies.

B. The spa should review the number of new followers at least one month later before pulling spend from paid campaigns.

C. The spa should review the number of shares that the original post achieved before pulling spend from paid campaigns.

D. Engagement metrics such as likes, comments and followers may not translate into incremental business value such as brand equity or sales.