If you haven’t dipped your toes in influencer marketing yet, it’s time to get your feet wet. While it’s still in its early stages, influencer marketing is quickly proving to be one of the most effective social strategies for businesses of all shapes and sizes. In fact, recent research found that 63 percent of marketing professionals with influencer strategies already in place are expanding their budgets this year.
Word of mouth has long been one of the most productive and valuable forms of marketing out there, and influencer marketing is largely an extent of that. Word of mouth is shown to influence 20 to 50 percent of all purchasing decisions and will only continue to grow as consumers are given the resources to conduct more research and seek out more opinions before purchasing a product. This rise in information has dramatically altered how companies market to consumers. Consumers are increasingly skeptical of traditional advertising and are primarily making purchasing decisions independent of what companies tell them about products.
This shift in power towards the consumer is largely why influencer marketing is rapidly becoming the go-to strategy for marketers. By partnering with likable personalities to disseminate product information, marketers can tap into a network that is much more organic for the consumer.
According to a study, 65 percent of brands currently engage in influencer marketing, and adblocking has grown by 41 percent over the last year. The pattern is clear: As consumers reject one channel, marketers adapt by shifting their focus to another—influencer marketing.
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