Influencer marketing remains key but finding the right face is a challenge

influencer marketing

US marketers are still backing influencer marketing heavily, a new survey shows, with around 70% of them from agencies and brands saying their related budgets will increase this year. It’s something we’ve reported on heavily at WGSN, and subscribers can get more insight in our Influencer Marketing 3.0 report.

And even if tough times mean budgets aren’t set to increase, the study, from WhoSay and reported by eMarketer, showed that 89% of marketers believe that using influencers can boost consumers’ positive feelings about a brand. And 82% see influencers as a key ‘media’ channel.

That said, how do they measure their return on investment through influencers?

Most (as many as 62%) rely on press coverage, according to a Celebrity Intelligence poll conducted last autumn, but only 54% of the marketers polled gauge influencer campaign success purely on the amount of revenue generated from it. Some 59% look at web traffic generated, 51% judge it by the number of online mentions, 46% by the number of times content is shared, 26% by sentiment and 15% by lead referrals.

In fact for brands, the biggest challenge isn’t working out how to assess the value of the campaigns, it’s finding the influencers in the first place and engaging them in conversation. Some 71% of marketers say that it’s a challenge finding the right influencers for a brand.

influencer marketing

TommyXGigi collaboration

And the bigger the influencer is, the more likely they are to demand some level of creative control. But brands don’t seem to mind. In fact, only 21% have an issue with giving influencers the creative freedom they want.

For more on influencers and influencer marketing, read all our related reports on WGSN Insight.

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