Marketers are placing increased emphasis on influencer campaigns to raise awareness and reach new audiences, according to research from Bloglovin’, a company that connects influencers with brands and relevant audiences.
In fact, nearly one-third of marketers consider influencer campaigns an essential part of their marketing strategy and 41 percent have seen more success with an influencer-marketing campaign than traditional ones. Some 63 percent of brands surveyed increased their influencer-marketing budgets this year and 44 percent plan to do so by up to 24 percent.
Bloglovin’ surveyed 100 marketers from Feb. 9 to Feb. 20 to understand their attitudes toward influencer marketing.
It is no secret that influencers have become a key source of purchase decisions for consumers. The survey found that brands seek awareness over everything else. Some 76 percent of marketers look to increase general awareness through influencer-marketing campaigns and 71 percent look to reach new audiences. The study also found that marketers find more success with influencer-marketing campaigns over traditional ad campaigns, and that 71 percent of marketers believe that influencer campaigns are an important way for them to boost awareness on various social platforms.
Some 61 percent of marketers like influencer-marketing campaigns because of the original content creation and 67 percent of marketers believe that influencer-marketing campaigns helped them reach a more targeted audience.
Due to the rise of micro-influencers (those with 100,000 or fewer followers), 36 percent of marketers report spending less that $5,000 on successful influencer campaigns. In fact, only 2 percent of marketers spent over $100,000 on a single campaign. The spending range is wide, but the majority of marketers are spending less on a single campaign and seeing successful results, leaving them more flexibility for additional campaigns.
Research showed that 24 percent spent between $5,000 and $10,000 on a single campaign; 14 percent spent between $10,000 and $25,000 on one campaign; eight percent spent between $25,000 and $50,000, and another eight percent spent between $50,000 and $75,000. Only six percent spent between $75,000 and $100,000 on a single campaign.
When asked what marketers look for in influencers, 75 percent said quality and authenticity of content; 70 percent said size of audience and social following; 64 percent said engagement; 56 percent said cost of influencer, and 53 percent said aesthetic.
Further, marketers feel they are also getting more bang for their buck with influencer campaigns. Eighty three percent of marketers repurpose influencer content after a campaign is over to use for social channels (74 percent), web site content (46 percent), paid social ads (36 percent), ads on other digital sites (20 percent) and programmatic advertising (14 percent).
As far as most effective platforms, the survey showed that Facebook and Instagram were the most frequently used channels. Ninety-one percent of marketers reported using Instagram for influencer campaigns, while 80 percent used Facebook, 75 percent used Twitter and 73 percent used blogs. YouTube accounts for 54 percent of marketer’s interest. Pinterest and Snapchat still have room to grow with 33 and 32 percent of marketers, respectively, using the channels for influencer campaigns.
As for the number of platforms marketers use, nearly 21 percent said they used two platforms, 37 percent used three, 25 percent used four, and 6 percent used five or more channels.
“Influencer marketing is still fairly new to many brands, and though more marketers are increasing their spend here this year than previously, there’s still a lot of unknowns, and room to innovate, when it comes to implementing successful influencer programs,” said Kamiu Lee, vice president of business development at Activate by Bloglovin’, the company’s influencer-marketing platform. “What’s most important as an influencer-marketing platform, is that we understand what brands want out of their programs. By paying close attention to the goals that marketers are looking to achieve, we can continue to advise our brand partners on influencer campaigns that provide the most overall value to their business.”
Bloglovin’, which connects 10 million users with their favorite influencers, partners with many brands on native advertising and influencer campaigns including Burberry, Gucci, H&M and Tom’s of Maine. The company has offices in New York and Stockholm.