Metricool’s Alexandra Caceres blends tech and marketing for data-driven growth. Learn about influencer ROI, AI’s role in 2025, global strategies, and key lessons for marketers.
Balancing creativity with data-driven strategy in the fast-paced influencer and growth marketing world is no easy feat. Alexandra Caceres, Growth and Influencer Marketing Specialist at Metricool brings a unique edge to this challenge by blending her background in computer science with her passion for social media. In this interview, Caceres shares how her analytical mindset informs her influencer strategies, the platforms driving the most ROI, and how AI is reshaping social media management. She also reflects on the importance of authenticity and adapting to diverse markets, offering valuable insights for marketers navigating today’s evolving digital landscape.
Excerpts from the interview;
You have a unique background, bridging computer science and marketing. How does that technical foundation inform your data-driven approach to growth and influencer strategies at Metricool?
I never thought my background in computer science would overlap with marketing, but my analytical skills and data curiosity have transformed my trend-spotting and influencer collaboration processes. I love the creative side of influencer marketing, but at the end of the day, success is in the numbers. After every collaboration, I dive into performance metrics and ask, “Did the content resonate with the target audience? Where can we make improvements? Did we hit our goals?” Asking these questions has helped me fine-tune strategies and build stronger, more impactful partnerships for the future.
Metricool thrives on analytics. Beyond the platform’s tools, how do you personally leverage data to identify emerging trends and refine influencer collaborations in diverse English-speaking markets?
Beyond platform tools, I firmly believe in immersing yourself in the content of your niche and the creators you plan to collaborate with. The best way to gauge how content will resonate is by experiencing it firsthand. I’ve been lucky that many of Metricool’s creator partnerships target marketers like myself, but truly understanding your ideal audience personas is just as important. Putting yourself in their shoes is the most organic way to ensure your content is on the right track.
Authenticity is a buzzword, but vital. How do you ensure Metricool’s influencer partnerships genuinely resonate with audiences, avoiding the pitfalls of manufactured content?
“Authenticity” is a buzzword that social media professionals both love and hate—but there’s no denying its importance. At Metricool, it’s the foundation of every partnership. We collaborate with creators who use and benefit from our platform, so our vetting process starts with letting them try it out firsthand. Creators know their audiences better than anyone, so instead of scripting their content, we give them the freedom to highlight what they genuinely love about the tool. This approach has led to amazing ROI, organic shoutouts, and even creators pitching us unique campaign ideas because they already love using Metricool.
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In a saturated social media landscape, which platforms deliver the most significant, measurable ROI for brands engaging in influencer marketing, and why?
YouTube delivers the most significant and measurable ROI, with a unique opportunity to create long-form and short-form content with Shorts. It’s the best of both worlds. Metricool’s 2025 Social Media Study found that YouTube is the leading platform for visibility and reach. Although content on YouTube can take longer to gain traction, its long-term SEO benefits drive the highest ROI. That’s not to say we’re shifting away focus from our other favorite platforms like TikTok, Instagram, and even LinkedIn, but YouTube is a top priority.
AI is rapidly changing the marketing landscape. Beyond the hype, what specific, actionable changes do you foresee AI bringing to influencer marketing and social media management by 2025?
In 2025, we can expect AI to refine the influencer marketing and social media management landscape. It won’t be a replacement but a valuable tool. For example, AI is already streamlining influencer discovery, cutting down hours of manual searching to minutes. Brands will increasingly rely on AI-driven tools to enhance their vetting process, ensuring stronger, data-backed collaborations.
On the social media management side, we’re looking at improving content distribution. One of our recommended best practices from our 2025 Social Media Study was to reuse and recycle content that has performed well. AI will help with that automation and repurpose content, ensuring each piece is optimized for the specific platform’s audience and algorithm.
Brands and influencers who embrace AI will gain a competitive edge by working smarter, not harder. However, the key will be balancing automation with originality. AI can enhance strategy and efficiency, but human creativity and connection will always be at the core of impactful influencer and social media marketing.
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Scaling influencer partnerships globally presents numerous challenges. What’s the most significant obstacle you’ve encountered, and what innovative solution did you implement to overcome it?
Metricool is going in on global influencer partnerships with exciting opportunities and new challenges this year. So far, one of the biggest hurdles we’ve faced is recognizing how different content can be across markets. The content we are creating for our US audience may not have the same success as our Spanish, Canadian, or even German markets. This is where deep research comes into play. While our target personas share similarities, the nuances matter. By identifying these differences, we can tailor the content more effectively. It’s been a learning curve, but the extra efforts we put into adapting our approach are already delivering great results.
Looking back on your journey, what’s the most critical lesson you’ve learned about driving growth in the digital age, and how would you advise aspiring marketers to navigate this evolving landscape?
The most critical lesson I’ve learned is that not every partnership or campaign will flourish.
Driving growth in the digital age is challenging and can be met with many “flops.” Taking a step back, identifying the successes and downfalls, pivoting, and reworking strategies are essential skills to manage the evolving digital landscape. My advice to aspiring marketers:
Stay curious, don’t be afraid to try new things, and remember that failures are valuable learning experiences.
