67% of Brands Increased Investment in Influencer Marketing This Year- Survey
Asked about the most useful metrics for justifying influencer marketing investment, 51% cited engagement, 28% conversion and 11% impressions.
But while influencer marketing is typically considered an engagement/top-of-funnel tactic, 61% of respondents claimed that they could attribute some sales to creator content shared on social media, 33% said they could at least partially attribute that type of marketing to sales, and just 6% said they couldn’t attribute any sales to it.
Asked to specify how they draw a direct correlation between creator content and sales, respondents primarily cited conversion rates, click-throughs to their websites and marketing mix modeling.
Marketers attributed creator-led content conversions to the marketing being “authentic and relatable” (48%), “aspirational and instructive” (21%), entertaining (15%) and easier to reach consumers (15%).
Two-thirds (64%) said they tap organic brand fans for influencer marketing, 45% use software to identify appropriate influencers, and 41% use past partnerships.
Three-quarters (77%) report having converted organic fans into creator partners in the past year, and 76% have used user-generated content in paid advertising in the past year.
The most common influencer compensation methods are pay-per-content (used by 60%), affiliate commissions based on sales (45%) and performance based on clicks (33%). Pay-per-content was cited as most effective by 41%, commissions by 29%, and clicks by 16%.
Asked about the most useful metrics for justifying influencer marketing investment, 51% cited engagement, 28% conversion and 11% impressions.
But while influencer marketing is typically considered an engagement/top-of-funnel tactic, 61% of respondents claimed that they could attribute some sales to creator content shared on social media, 33% said they could at least partially attribute that type of marketing to sales, and just 6% said they couldn’t attribute any sales to it.
Asked to specify how they draw a direct correlation between creator content and sales, respondents primarily cited conversion rates, click-throughs to their websites and marketing mix modeling.
Marketers attributed creator-led content conversions to the marketing being “authentic and relatable” (48%), “aspirational and instructive” (21%), entertaining (15%) and easier to reach consumers (15%).
Two-thirds (64%) said they tap organic brand fans for influencer marketing, 45% use software to identify appropriate influencers, and 41% use past partnerships.
Three-quarters (77%) report having converted organic fans into creator partners in the past year, and 76% have used user-generated content in paid advertising in the past year.
The most common influencer compensation methods are pay-per-content (used by 60%), affiliate commissions based on sales (45%) and performance based on clicks (33%). Pay-per-content was cited as most effective by 41%, commissions by 29%, and clicks by 16%.
Credit: Media Post