Influencer-led content, short-form video drives results over traditional metrics

The shift is fuelled by algorithms prioritising watch time and engagement.

Marketers are recalibrating strategies around short-form video and influencer-led campaigns, as traditional measures like follower counts now carry less weight.

Eucel Maximo, partner at YCP, spoke during the Retail Asia Summit – Philippines 2026, explaining that platforms such as TikTok, Instagram Reels, and YouTube Shorts now prioritise content based on engagement patterns rather than audience size.

“Even if you have zero or very few followers, it doesn’t matter as much as it used to because algorithms decide which videos to push based on the quality and performance of the content itself,” he said.

“The organic content you commission from an influencer can still perform better and deliver stronger results,” Maximo added.

He illustrated this with a comparison of two influencers: one with 119,000 followers, the other with 3.7 million.

Despite the smaller following, the first influencer achieved higher engagement and lower costs for brands, highlighting a shift toward quality over quantity in digital campaigns.

Maximo also emphasised that short-form video formats are driving attention in an era of shrinking attention spans, where viewers often decide within the first 3 to 7 seconds whether to keep watching.

He also urged marketers to grant creators creative freedom, rather than micromanaging content.

“Influencers know their audience better than we do. When you let them take the lead, videos perform better organically,” he said, noting that these campaigns can be more cost-effective than traditional media or highly polished ads.

Maximo also highlighted that brands should shift focus away from vanity metrics like likes and impressions and instead track watch time, engagement quality, and shares, which better reflect actual audience attention and influence.

“The real question isn’t whether to change; it’s whether you’ll adapt before your competitors,” he said.