Creators are experts in producing content that grabs their followers’ attention and drives a strong emotional reaction. However, there is still a knowledge gap around how to create content that will drive an emotional response; why emotive content is the way to achieving consumer action; and how to use emotional content to increase brand memory. Influencer’s True Human Influence framework has set a standard for influencer marketing measurement, making it comparable to traditional marketing channels and offering a comprehensive view of campaign success. True Human Influence 2.0 introduces an even more nuanced approach, capturing both the conscious and subconscious impacts of our campaigns. As we move into this next phase, we are proud to partner with Element Human to delve even deeper into the emotional impact that creator content has on audiences and offer actionable insights, empowering brands to maximise the impact of their influencer marketing campaigns.