Influencer marketing has been the big buzz topic of the year. Many marketers realize the power of connecting with influential social media users, and as a result many have increased their budgets throughout the year. A report from Augure examines the effectiveness of influencer marketing this year, and other nuanced changes in the market.
In many ways, influencer marketing is already a well established practice. 84 percent of marketers planned to include it in their strategy this year.
Confidence in influencer marketing is high, with 47 percent considering the strategy “very effective,” and 34 considering it “somewhat effective.” Marketers also reported an increase in positive results from 79 percent last year to 81 percent this year.
One of the main roadblocks to a successful campaign is still connecting with influencers. 75 percent of those surveyed said finding the right influencers was their most significant challenge. 69 percent have trouble identifying the right engagement metrics for their campaigns, and 53 percent have a hard time measuring the performance of their programs.
Metrics are important to any successful campaign, but there are better ways to identify the right influencers for your campaign. The influencers themselves could be in it for different reasons than your brand, so aligning your message with the influencers’ motivations could be a key to greater success.
55 percent of influencers are motivated by a desire to grow their reach and their audience and to become opinion leaders. 45 percent want to create quality content for their audience, and they can do so through access to exclusive information and experts when engaged with brands. 29 percent want to shape their image, which is why many are willing to work with nonprofits.
Another significant trend this year has been the ineffectiveness of tools used by both marketers and influencers. 42 percent of companies engage with influencers through Twitter, but only 25 percent considered it effective. By comparison, only 20 percent engage through influencer marketplaces, but 42 percent were satisfied with their results. The use of certain tools is skewed by their price, as 3 of the top 5 tools are free, possibly leading to overrepresentation.
It’s no surprise that influencer marketing has remained a very popular option, given how effective it is. Savvy marketers will no doubt continue increasing their budgets and refining their processes.
Readers: How do you engage with influencers?
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