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That Creator Video Went Viral, the Booking Came Later: How Brands Measure Impact

Photo Credit: From left to right: Diana Lucas, director of marketing science for North America at Meta Platforms; Laurie Blair, senior vice president of global marketing and loyalty at Hyatt; Ross Borden, founder and CEO of Matador at the Skift Creator Summit in New York City on September 22, 2026.  Skift

It can take months between someone being inspired by a video on Instagram or TikTok and actually moving forward with that booking — leaving some brands struggling to connect the dots.  

Just looking at click-based attribution, for instance, misses most of the impact, according to Diana Lucas, director of marketing science for North America at Meta — especially when 60% of the content consumed on Instagram and Facebook is video. 

“If you’re only fo

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