Measuring influencer marketing is rated as one of the top challenges among marketers today. One of the main reasons is that many brands only measure the direct results and therefore miss out on the big picture - in other words, how influencer marketing affects other channels.  To understand what effect influencer marketing has on your overall performance, you need to look beyond the direct results - and this is something that Sebastian Jansson, Influencer Marketing Manager at LensWay Group, knows a lot about. In this week’s episode, we invited him to the studio to talk about why they decided to implement influencer marketing as part of their marketing mix, how they use influencers to change habitual behaviours among their target audience, and how they measure the success - beyond the direct results and the last-click reports.    You’ll hear about: How influencer marketing has changed over the last 5 years Why you should incorporate UGC and influencer content into your social strategy How you avoid measuring influencer marketing in a silo   About LensWay Group and Sebastian Jansson:  LensWay was founded in 2000 and is the market leader in online lens and eyewear sales in the Nordic region. They’re on a mission to revolutionize the entire optics market and to change the way people shop eyewear - from the physical stores to the online space.  Sebastian Jansson is their Influencer Marketing Manager and he has extensive knowledge of influencer marketing and social media from +7 years in the industry.