In influencer marketing, metrics matter. But not all metrics are created equal. While likes and views might offer vanity validation, there are two underutilised indicators of true audience engagement that deserve the spotlight: saves, shares & sales. 
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At Pepper, we conducted proprietary research into how parents & guardians of 8-14 year olds in the UK engage with content, particularly when it involves product focused influencer campaigns. What we found proves just how powerful saves and shares are, not only in driving visibility, but in creating genuine paths to purchase intent.
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The Influence of Sharing: The New Word of Mouth
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Asking people to share content might seem like a basic CTA, but it taps into a deeper social mechanism. Sharing content is the internet’s version of word-of-mouth, a trust-fueled recommendation that boosts credibility and attention. After all, people listen to people. 
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According to our research, 72.4% of parents said they are more likely to watch content more closely when it’s shared with them by a friend, as opposed to stumbling across it organically in their feed. That means nearly 3 in 4 parents are primed for deeper engagement when content comes from someone they know.
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But what makes someone share in the first place?
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Here’s the breakdown:
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• 19% of people share because the content is useful
• 19% share because it’s interesting
• 17% share content that’s funny
• 16% share because they think the recipient will like it
• 13% share because there’s a relevant offer

This tells us that information, entertainment, and relevance are the top three drivers of shareability. 
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In influencer campaigns, that share can be gold dust!
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It means your content isn’t just seen, it’s recommended. And when content is recommended, it’s trusted. It is watched more attentively, and more likely to lead to action.
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Saving for Later: The Hidden Signal of Purchase Intent
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If a share is a public nod of approval, a save is a private whisper of intent. It signals that a piece of content hit a nerve strong enough to be revisited.
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Our study revealed that:
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• 26% of users save content to remember it
• 25% save it to revisit later
• 17% because it’s informative
• 16% to share with someone later
• 11% to support a future purchase decision

These stats confirm what savvy marketers have long suspected: Saves are a high-sentiment metric. People don’t save just any content, they save what they feel a connection to. In fact, 51% of saves were linked to either a desire to remember or revisit the content. These are powerful indicators of emotional resonance and informational value.
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Most crucially for brands, 11% of saves were tied directly to purchase intention.
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Let that sink in. One in ten saves is a soft conversion. A signpost that the viewer is considering buying, and has mentally bookmarked your product.
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When aggregated across an influencer’s audience, that 11% becomes a high-value segment ripe for retargeting, remarketing, or re-engagement. Unlike a like or view, a save means a parent might come back when they’re ready to make a decision. Whether it's buying an educational subscription box, a new brand of lunchbox, or a tech gadget for their child.
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How you can improve your influencer marketing campaigns. 
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1. Design with Utility and Emotion

Make sure your content offers something useful (like parenting hacks), funny (relatable skits), or emotionally resonant(feel-good stories). These are proven drivers for both shares and saves.
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2. Encourage Sharing Naturally

Don’t beg for shares, make it worth sharing. Open or close your post with a question, a surprising stat, or a relatable scenario that encourages tagging a friend or passing it on.
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3. Prompt Saving for Later

Use language like “Save this for the school holidays” or “You’ll want to revisit this tip!” to nudge your audience into action. Make saving feel helpful, not transactional.
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4. Track the Right Metrics

In reporting dashboards and influencer briefs, go beyond likes and comments. Track save rate and share rate. Look for spikes and patterns, what kind of content drives these behaviours?
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5. Target Parents Smartly

Parents, especially those in the 8–14 kid age group, are looking for solutions. They are time-starved, pragmatic, and often in decision-making mode. They’ll share what’s useful with other parents and save what they want to revisit. Tailor your content to their mindset.
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So let’s give this Triple S (shares, saves & sales) the crown it deserves. When it comes to real engagement, saves and shares are the gold standard.