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Whether influencer marketing works can be controversial among brand practitioners. Linqia is an influencer platform, but in spite of the company's obvious interests, its study actually seems to shine light on the cost and effectiveness of tactics such as paying a content-creating celebrity like Logan Paul or Lilly Singh to represent a brand.
Marketers, 170 of them, from CPGs, food-and-beverage companies, media players, retailers, and agencies participated in Linqia's The State of Influencer Marketing Survey.
Here are the eight data points we found most interesting: