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24 key facts about influencer marketing and influencers

Posted on October 16, 2016 by Rob Petersen

influencer marketing

Influencer marketing focuses on using key leaders to drive your brand’s message to a larger market. The goal of influencer marketing is to drive action, not just awareness.

That’s because influencers are expected to spread the word through their social network. Influencer marketing works with two other forms of marketing: social-media marketing and content marketing.

Picking the right influencer for a brand requires careful consideration. Research has to be conducted to determine:

  • Who are the right influencers for your brand and why?
  • What are social channels where they have the most influence? Is that where your audience is?
  • Where is content coming from? You or the influencer?
  • How do you measure success?

But influencers have standards too. They want businesses to view them as trusted subject matter experts. And treat them respectfully.

Here are 24 key facts about influencer marketing and influencers.

  1. Influencer marketing, among brands that use it, is reported to be their fastest-growing online customer-acquisition channel, outpacing organic search and email marketing. (Tomoson Influencer Study)
  2. 87% say social profiles and data are the most important criteria when selecting an influencer. (eMarketer)
  3. 84% of marketers say they will launch at least one influencer campaign within the next twelve months. (eMarketer)
  4. 84% of influencers say they surface content inspiration from their own audiences. (Crowdtap)
  5. 81% say influencer engagement is effective. (eMarketer)
  6. 76% of influencers say they will work with brands that grant editorial and creative freedom above competitive compensation. (Crowdtap)
  7. 75% say verified web traffic of an influencer is the most important criteria when selecting an influencer. (eMarketer)
  8. 75% of marketers say identifying the right influencer is their biggest challenge. (eMarketer)
  9. 70% of influencers work on less than 5 campaigns per year. (Bloglovin’)
  10. 69% of marketers say identifying the right tactics is the biggest challenge. (eMarketer)
  11. 59% of marketers plan to increase their influencer marketing budgets over the next 12 months. (Tomoson)
  12. 59% of incfluencers in fashion and beauty think Instagram is the most effective social media platform to engage their target audience. (Bloglovin’ Global Influencer Survey)
  13. 56% of marketers consider sales figures to be the most important influencer marketing metric. (Tomoson)
  14. 54% of influencers are being paid to create branded content on their blog. (Bloglovin’)
  15. 53% of influencers have never paid to promote a post. (Bloglovin’)
  16. 51% of marketers believe they acquire better customers through influencer marketing. (Tomoson)
  17. 50% of marketers use influencer marketing to generate leads and drive sales. (Tomoson)
  18. 49% of influencers say brands must understand their interests and only approach them with relevant opportunities that are a fit for their audience. (Crowdtap)
  19. 47% of influencers say they will work with brands whose values align with their own. (Crowdtap)
  20. 47% of inflencers say editorial guidelines are oftentimes too limiting or strict. (Crowtap)
  21. 40% of marketers use influencer marketing to focus on brand engagement. (Tomoson)
  22. 33% chose Facebook Live as their favorite new social trend. (Bloglovin’)
  23. 6% of marketers use influencer marketing to focus on content promotions. (Tomoson)
  24. $6.50 for each $1 spent is what business are making on influencer marketing; the top 13% earning $20 or more. A resounding 70% are earning $2 or more, with the rest either breaking even or failing to generate a return on investment (Tomoson)

Do these facts surprise you about influencer marketing? Is influencer marketing something your business should pursue? Does your business need help pursuing influencer marketing?

 

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