Kolsquare launches carbon footprint tool for influencers

Kolsquare has introduced a new tool designed to measure the carbon footprint associated with influencer marketing campaigns, highlighting the environmental impact of this burgeoning industry.

According to Kolsquare, a single influencer with three million followers can generate approximately 1.072 tonnes of CO2e annually, which is comparable to 481 flights between Paris and New York. This assumption is based on the growing carbon footprint of influencer marketing, an industry projected to exceed USD $24 billion in 2024, yet its associated emissions are rarely assessed.

The Kolsquare Carbon Footprint Calculator is developed in collaboration with SAMI, a climate analytics specialist, and is the first open-source tool of its kind. It allows brands, agencies, and creators to evaluate emissions arising from various aspects of influencer marketing. The tool assesses emissions generated by social media platform energy usage, travel and transport, product shipping and accommodation, and ad buying and digital production.

Quentin Bordage, CEO of Kolsquare, stated, "Our industry thrives on scalability—so we must scale responsibly. Brands can't reduce what they don't measure—this tool makes it possible to take meaningful action."

The digital sector presently accounts for up to 12% of global energy consumption. Social media platforms in particular are significant contributors, with Kolsquare's whitepaper indicating that TikTok alone produces 57.6g of CO2 for every hour of browsing, equating this to the energy required to charge a smartphone seven times. Additionally, digital ad buying has been found to produce emissions equivalent to 91 million litres of petrol monthly across five major markets. An influencer campaign by Ibis Styles that cut down travel succeeded in saving 1.968 tonnes of CO2, equivalent to the energy use of an average household for three months.

Beyond measurement, Kolsquare aims for its initiative to inspire brands to alter their influencer partnerships towards more sustainable practices. The company encourages brands to collaborate with influencers on campaigns with a reduced environmental impact.

"Influencers shape conversations—why not use that power to drive sustainability?" adds Bordage. "Every brand has a role to play in reducing digital carbon emissions—this tool is the first step."