Social Influencer Marketing Campaigns Are on the Rise
According to the 2016 Influencer Marketing Report released by Chute (a user-generated content marketing solution) and Thuzio 360 (a social influencer procurement platform), 66% of the more than 200 marketing professionals surveyed used social influencers as part of their marketing strategies in 2016.
Of these, 80% report doing so because they want to reach different audiences on social networks and 70% want to reach smaller niche audiences that brands sometimes have trouble identifying and connecting with. Looking ahead, 40% of respondents not currently using social influencers plan on implementing a strategy in 2017.
While brands often manually search for potential influencers to work with, doing so is a time-consuming process and doesn’t guarantee a good match. Often one of the first factors companies look for when finding social influencers is how large their audience is.
However, the February 2016 eMarketer.com survey found that an influencer’s engagement numbers are a better indicator of success than the size of his or her audience; specifically total reach, audience demographics, views and/or impressions, click-throughs, and the number of likes and comments on social media posts.
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