September 22nd, 2026 at 1:58 PM EDT Photo Credit: From left to right: Diana Lucas, director of marketing science for North America at Meta Platforms; Laurie Blair, senior vice president of global marketing and loyalty at Hyatt; Ross Borden, founder and CEO of Matador at the Skift Creator Summit in New York City on September 22, 2026. Skift It can take months between someone being inspired by a video on Instagram or TikTok and actually moving forward with that booking — leaving some brands struggling to connect the dots. Just looking at click-based attribution, for instance, misses most of the impact, according to Diana Lucas, director of marketing science for North America at Meta — especially when 60% of the content consumed on Instagram and Facebook is video. “If you're only fo Bailey is Skift’s global tourism reporter. Before joining Skift, she worked for USA TODAY's money and travel sections and at the Las Vegas Review-Journal, where she covered the city's casino industry and tourism. In her free time, she enjoys reading and traveling.
That Creator Video Went Viral, the Booking Came Later: How Brands Measure Impact
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