Did you know that a sponsored video continues to generate emissions long after filming? It still needs to be stored, transmitted and displayed on viewers’ devices. With responsible influencer marketing, the first step is to estimate the emissions associated with producing and distributing videos. Comparing these figures with campaign metrics then helps identify the formats or placements that contribute most to overall emissions.

Should you change a video’s format, reconsider its promotion budget or keep the campaign as it is? Emissions data can inform these decisions. The answer also depends on the campaign objective: reaching as many people as possible with a product, driving visits or generating sales.

Where do emissions from an influencer campaign come from?

Filming an advertising video may involve travel, equipment and production teams. Once it has been published, other sources of emissions come into play. A study of the audiovisual sector carried out by Arcom and Arcep with ADEME identifies three components of content distribution:

• The data centres that host the contenr
• The networks that transmit the data
• The devices, such as the smartphone on which the video is watched.

Why is file size alone not enough?

The exported file size does not necessarily correspond to the amount of data transferred to viewers. Platforms may re-encode videos before distributing them. The total volume of data transferred depends, in particular, on:

• The resolution at which the video is watched
• The number of plays
• The watch time

To assess the environmental impact of influencer marketing, viewing conditions must also be considered. The type of connection and the carbon intensity of the electricity used can affect the emissions associated with distribution.

How can organic distribution be distinguished from paid amplification?

In influencer advertising, the same sponsored content can be distributed in two ways. First, it can be viewed without paid media, by the creator’s followers or through platform recommendations. A brand can then pay to extend its reach: this is known as paid amplification.

Reports should distinguish between organic and paid impressions. If emissions rise following amplification, it is useful to compare total impressions with emissions per 1,000 impressions. This helps establish whether the increase is mainly due to wider distribution or whether formats and delivery conditions also need to be examined.

How can you measure the carbon footprint of influencer marketing?

Measurement involves three steps: defining the scope of the estimate, collecting data from partners and checking that figures are comparable across campaigns.

1. Define the measurement scope

List the countries, platforms, posts and reporting period to be covered. The assessment should specify whether it covers distribution alone or also includes production. If filming data is available, calculating its emissions separately can help identify which stage to address.

For social media advertising, Ad Net Zero’s GMSF 1.3 framework provides a relevant calculation framework. For unpaid distribution, specify the data and assumptions underpinning your estimate.

2. Collect distribution data

Tracking each post makes it possible to bring together the key data: platform, format and number of impressions. For videos, it is useful to include their length and, where available, average watch time. The breakdown of impressions by country can also be included where the data allows.

It is best to assign responsibilities before launch. For example, creators provide statistics for their posts, the agency reconciles these with advertising reports, and the brand approves the assessment scope.

3. Check the figures before comparing campaigns

Three checks can help avoid the most common errors:

• Avoid double counting: when a platform’s total already includes paid impressions, these must not be added again.
• Compare periods of equal length: a post may continue to circulate after the partnership ends. A 30-day assessment should therefore use figures collected 30 days after each piece of content was published.
• Check how metrics are defined: a view and an impression are not interchangeable. Check what each platform counts, flag estimated values and apply the same method across campaigns.

Responsible influencer campaigns: which metrics should you track?

Tracking total emissions, in kilograms of carbon dioxide equivalent (kg CO₂e), shows whether they are falling across the campaign. Emissions per 1,000 impressions allow formats or distribution contexts to be compared on a like-for-like basis. When deciding how to allocate an amplification budget, emissions per €1,000 spent can also be useful, provided that equivalent types of expenditure are compared.

Consider this hypothetical example to illustrate the difference:

A campaign generates 300 kg CO₂e from two million impressions, equivalent to 150 g CO₂e per 1,000 impressions. The next campaign falls to 120 g CO₂e per 1,000 impressions but reaches three million impressions. Total emissions therefore rise to 360 kg CO₂e, an increase of 20%. The reduction in emissions per impression is real, but it is not enough to offset the higher volume of distribution.

When setting priorities, start with the formats contributing most to total emissions. A widely distributed format may offer greater scope for reductions than one with higher emissions per impression that is rarely used. Comparisons are then more meaningful between formats serving the same media objective: a tutorial and a product launch announcement do not play the same role.

Responsible Influencer Marketing: Which Levers Should You Test?

Before making any changes to the campaign, decide which outcome you want to preserve: reach among the target audience for a product launch, completed views for a demonstration, or cost per conversion for an acquisition campaign.

Two delivery-related levers can then be tested in collaboration with the agency and creators:

Reduce Video File Sizes

For a tutorial, one initial approach is to test a lighter encoding while keeping the video duration unchanged. The goal is to reduce emissions associated with content delivery without compromising the audience experience.

To assess the results, track delivery-related emissions, perceived quality, and the number of completed views.

Adjust the Promotion Budget

If the tested content has already reached most of the intended audience, you can assess whether additional paid impressions are worthwhile. Compare placements with equivalent objectives before deciding whether to reallocate the budget.

The main indicators to monitor are total emissions, additional reach among the target audience, and cost per result.

To identify which responsible influencer marketing practices to adopt more widely, test just one change at a time where possible, with comparable audiences and time periods. If emissions fall but the cost per result rises, assess the trade-off before rolling out the variant.

In the Pernod Ricard campaign, the brand reallocated its budget across several formats on Meta platforms. Emissions fell by 12% while distribution volume increased by 27%. This campaign focused on paid advertising. For amplified creator content, you can test the same approach and measure its effect on performance.

Frequently asked questions about responsible influencer marketing

An initial emissions estimate helps identify which formats to optimise and which practices could be rolled out across several markets.

How does Impact Plus measure the carbon footprint of influencer marketing?

We estimate emissions using the available data on posts and their distribution. Where some data is missing, we document the assumptions used to complete the estimate. For an international fast-moving consumer goods group, we analysed data from more than 1.6 million posts and established an initial emissions benchmark by country and platform. Read about the project in our case studies.

How does the ESP help media teams reduce emissions?

The Environmental Sustainability Platform (ESP) makes it possible to compare emissions by format and bring influencer data together with paid campaign data. Media teams can therefore identify the formats to optimise first, test an alternative and monitor its impact on emissions and performance.

How can responsible influencer marketing be rolled out across multiple markets?

A campaign with accessible distribution data and media performance results is a good starting point. You can then test an emissions reduction measure and assess its impact on emissions and performance before applying it in other markets. Our decarbonisation guide is available to download to help you prepare this initial test.