Managing collaborations with influencers has become a critical pillar of every digital marketing strategy. The challenge is clear: hundreds of creators publish content daily on Instagram, TikTok, YouTube, Facebook, X, LinkedIn making it difficult to monitor the performance of each collaboration in real time.
Influencer Monitoring by Clip News provides the solution. It aggregates all public posts, reels, and shorts from all social media platforms into a single interface and delivers full metadata and performance metrics such as Followers, Likes, Shares, Engagement Score, Comments, URL, Date, Duration for YouTube, Views for TikTok and YouTube. It is a comprehensive, professional solution for brands and agencies that require transparency, control, and real-time visibility for every publication from specific pages or accounts across social media.
Content Optimization
Monitoring the activity of all relevant influencers for a brand through a central dashboard provides a clear overview of which content resonates with audiences and which formats perform best. With these insights, PR and Communication teams can:
- adjust campaigns in real time
- strengthen partnerships with the most effective influencers
- gain immediate visibility into competitor collaborations
- make decisions based on measurable data rather than assumptions
Example: A fashion brand used Influencer Monitoring to analyze content on Instagram and TikTok. By reviewing performance metrics, it identified which topics and formats delivered higher results and reshaped its strategy, significantly increasing campaign effectiveness.
Reliability in Collaborations
Real-time monitoring of every post, reel, and short ensures that content is published in line with agreed terms, while performance metrics are automatically captured. This eliminates time-consuming manual searches and allows teams to focus on what matters most: strategy and creativity.
Example: An iGaming company used Influencer Monitoring to track content from partner creators across multiple social media channels. The results included:
- instant access to performance metrics for every publication
- a significant reduction in data processing time
- full consistency and transparency in collaborations
Why It Is Essential Today
The number of influencers of all types (creators, ambassadors, top voices) continues to grow across social media, making manual processes increasingly ineffective. Influencer Monitoring fully addresses this challenge by providing:
- consolidated, real-time information
- accurate metrics for every publication
- the ability to compare multiple influencers
- transparency and security for the invested budget
For Marketing, PR, and Communication teams, this translates into more effective collaboration management, a strategic advantage over competitors, data-driven content, and more time for creativity and strategic planning.
In the constantly evolving world of social media, Influencer Monitoring by Clip News is both a monitoring and a strategic tool. It ensures that every collaboration is fully leveraged and that every campaign is built on genuine audience insights.
The article was published on Daily Fax on December 15, 2025.
The webinar “PR KPIs: What Will Truly Matter in 2026” was successfully completed! As part of AMEC Measurement Month, the presentations focused on modern, meaningful measurement of communication and public relations, grounded in the updated Barcelona Principles of the International Association for Measurement and Evaluation of Communication (AMEC) and the shift from simple metrics to real business value.
Introduction & Context
Katerina Kechagia, Vice President of Clip News and Vice President of the Global Media Intelligence Association (FIBEP), set the framework of the webinar, highlighting the importance of proper measurement, publicity data analysis, and the transformation of data into actionable insights for more effective communication strategies.
The Updated Barcelona Principles
Khali Sakkas, Chief Insights Officer at CARMA and AMEC Board Director, presented the new version of the 7 Barcelona Principles, emphasizing:
Measure what matters (impact and outcomes, not just outputs)
A holistic 360° approach (paid, earned, shared, owned media, as well as new sources and channels)
Continuous improvement, rather than static end-of-campaign evaluation
The Barcelona Principles at a glance:
- Clear, measurable objectives (KPIs) defined before each initiative, with continuous real-time monitoring.
- Audience-first approach: understanding all stakeholders from the planning stage, using audience research and, where appropriate, synthetic audiences / synthetic data—always with transparency.
- Coverage of all communication channels, with emphasis on awareness, attitudes, and perceptions, not just superficial measurements (vanity metrics).
- Combination of quantitative and qualitative analysis to provide depth and explain the “why.”
- Elimination of AVEs (Advertising Value Equivalents) and transition to measuring real outcomes.
- Reporting on outputs, outcomes, and impact, even when results are not positive, as a foundation for learning.
- Ethics, governance, and transparency in the use of data, AI, and technology, with clear methodology and evaluation of reliable sources.
Greek Experience & Practical Application
Roi Haikou, Corporate Affairs, Marketing & ESG Director at the Public Properties Company (HPPC) and Board Member of the Corporate Affairs Professionals Association (CAPA), focused on the Greek reality, stressing that communication measurement is not merely reporting, but a culture and a strategic foundation. Key points included:
Quantitative metrics (reach, volume, etc.) remain useful, but are insufficient without qualitative analysis (sentiment, context, motivations).
Communication today is real-time, with social media capable of turning an event into a crisis within minutes.
Real-time monitoring is a necessity, not a luxury, especially for proactive crisis management.
Sentiment and the “why” behind the data are critical for corrective or reinforcing actions during a campaign.
AI is a powerful big data analysis tool, but it should not replace human judgment.
A practical case study was also presented from the field of public real estate development, where measuring local community sentiment and adapting messaging are crucial to changing perceptions and achieving social acceptance.
Key Takeaways
The webinar delivered clear and practical conclusions on how measurement can evolve into a strategic communication tool:
The value of communication is proven only when it is linked to business and social impact.
Systematic, transparent, and holistic measurement is required, using data from all media, channels, topics, and competitors.
Numbers without analysis can be misleading; insight drives continuous improvement.
Technology and AI enhance effectiveness, but the human factor remains decisive.
The webinar concluded with the observation that 2026 will reward professionals who successfully combine data, technology, and human-centric thinking with ethics and transparency. The communication and PR professionals who will stand out will not necessarily be those with the most tools or the largest budgets, but those who:
Use data strategically, not merely to fill a report
Place the audience at the center, deeply understanding needs, perceptions, and behaviors
Embrace technology with maturity, choosing solutions that enhance rather than replace human judgment
Remain committed to ethical principles and transparency, both in data usage and methodological approach
In an environment where information moves faster than ever, measurement is no longer just a post-campaign evaluation process. Instead, it becomes a continuous learning journey and a strategic advantage. A tool that can reveal opportunities, anticipate crises, and guide decisions with real business and social impact.
Watch the full webinar on YouTube.
The world of communication is rapidly evolving, and with it, the way success is measured is also changing. PR & Marketing teams can no longer rely solely on quantitative metrics; they must highlight the true value of each campaign by incorporating qualitative measurements as well.
Save the date! December 9, 2025, at 15:00 GMT+2
Clip News, with 33 years of experience in Media Monitoring, is hosting a practical free webinar, titled: “PR KPIs: What Really Matters in 2026 – Effective Measurement with the Barcelona Principles 4.0.” Participants will have the opportunity to learn how to transform data into meaningful value, drawing on the international Barcelona Principles V4.0 of AMEC (International Association for the Measurement & Evaluation of Communication).
Key Highlights:
What the Barcelona Principles 4.0 bring
How the Greek market is adapting to digital, AI & measurable impact
What metrics mean for agencies and brands
Best practices
The webinar will feature top industry experts who will share their experience and practical approaches to PR measurement:
- Κhali Sakkas, Chief Insights Officer at CARMA & AMEC Board Director (International Association for the Measurement & Evaluation of Communication)
- Roi Haikou, Corporate Affairs, Marketing & ESG Director at HPPC & Board Member at CAPA (Corporate Affairs Professional Association)
- Katerina Kechagia, Vice President at Clip News & Vice President at FIBEP (Global Media Intelligence Association)
Seats for the webinar are limited. Those interested can secure their participation through online registration here and learn how PR measurement is evolving and how it can be strategically leveraged in campaigns.
The 13th International Thessaloniki Night Half Marathon – ZeniΘ concluded with impressive success, gathering more than 10,000 runners from 52 countries! Thessaloniki was filled with energy and excitement on the night of Saturday, October 18, 2025, in an event that exceeded every expectation.
Athletes of all ages took part in this celebration of sports, from 84-year-old Dimitris Angelidakis, who ran the 5K, and 75-year-old Stathis Papadopoulos in the Half Marathon, to one-year-old babies participating in the One Mile Run in their strollers alongside their parents. At the same time, top Greek long-distance champions, people with disabilities, and prominent local figures made a strong appearance, contributing to an unforgettable atmosphere.
The 13th International Thessaloniki Night Half Marathon gained a strong international character, with runners from every corner of the world, from New Zealand and Bahrain to the Dominican Republic. The festive mood was elevated by musical and artistic performances that accompanied the race and peaked with the explosive DJ set by “Sound of House” in front of the Ampelokipoi Municipal Stadium.
Beyond its athletic dimension, the Night Half Marathon also showcased its social impact through charitable and awareness initiatives that spread messages of solidarity and participation.
Clip News stood once again by the event’s side, actively supporting this important athletic celebration as a communication sponsor.
Clip News participated as a sponsor in this year’s “Social Media & Influencer Marketing Conference 2025”, held on October 9-10 at OTEAcademy, bringing together more than 250 marketing professionals, 18 speakers, and over 70 companies. Organized by Boussias Events, the conference showcased the new strategies and trends shaping the future of social media and influencer marketing, with this year’s focus centered on the power of artificial intelligence (AI), social commerce, and authentic storytelling.
The Value of Social Listening and Trust
Great interest and audience questions were generated by the presentation of Katerina Kechagia, Vice President Media Intelligence at Clip News, who highlighted the critical role of social listening in the strategic selection of partners and influencers. As she emphasized, “choosing the right influencer depends on many things, but everything starts with one magic word – trust”.
She explained that through social listening, brands can identify who is talking about the company or its competitors, understand their audience’s interests, and analyze which channels users engage with. She stressed the importance of real-time monitoring and smart AI alerts, which enable the detection of negative patterns before they develop into a crisis for the brand. Her remarks reinforced Clip News’ deep expertise in Media Intelligence and its contribution to strengthening corporate communication strategies.
The New Trends in Social Media Marketing
The conference showcased the latest global developments defining the new era of social media. Ashley Liddell, CEO of Deviation, analyzed the theory of Search Everywhere, noting that consumers are now searching for products within social media rather than through SEO. At the same time, Angelique Schierz-Crusius from Ampletides discussed the explosive growth of live shopping, expected to reach USD 600 billion in 2025, offering personalized experiences and higher conversion rates. Beth Thomas, Co-Founder of Slice, emphasized that every SoMe action must be brand-building, warning that many companies chase virality without creating real impact on their audience.
The Impact of AI and Authentic Storytelling
Artificial intelligence (AI) was a central theme across many presentations, with Τolis Aivalis, CEO of Knowcrunch, predicting that up to 80% of marketing tasks will be automated, while reminding that technology is a tool requiring proper training and utilization. Marketing Consultant Mercy Fulani highlighted the power of storytelling, noting that people are 22 times more likely to remember a story than a simple piece of information. Storytelling, she stressed, “is not the future of marketing, it is the present”.
The Platforms Shaping Tomorrow
Conference sessions also showcased the latest developments around Pinterest, LinkedIn, and YouTube. Eoin Carrigan, Lead Industry Manager at Pinterest, highlighted the role of visual search and the use of AI to improve user experience, while Jasmin Alic, ranked #1 LinkedIn Creator in the World, revealed that comments are the No. 1 growth hack on LinkedIn, recommending daily interaction to increase reach.
Google representatives Giorgos Skaltsis (Strategic Agency Manager) and Dimitris Krikonis (Senior Account Manager), along with Valia Sakkou (Head of Digital Marketing, Media, Ecommerce Media, Unilever), presented the success of Axe’s campaign through YouTube’s new AI-driven Video View Campaigns format, emphasizing the importance of shorts and visual consistency in content.
Clip News’ Contribution to the Social Media Ecosystem
With many years of experience in analyzing publicity data and social media, real-time monitoring, and AI-driven insights, Clip News reaffirmed its role at the conference as a strategic partner for brands and organizations seeking to gain deeper understanding of public discourse and strengthen their reputation. The company highlighted the importance of social listening as a key tool for more effective influencer marketing, PR crisis management, and building trust between brand and audience, elements that define the next chapter of SoMe.
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