According to Linqia, makers of an influencer marketing platform, influencer marketing was used by 86 percent of consumer marketers in 2016, and 94 percent of them found it effective. Influencer marketing is based on engaging influential individuals to demonstrate their support for brands or products.
The top benefit of influencer marketing was "Create authentic content about my brand," followed by "Drive engagement around my product/brand." Almost half (48 percent) of marketers who use influencer marketing said they would increase their budget for the practice this year. Still, 78 percent of marketers see determining the ROI of influencer marketing programs as their top challenge.
When it comes to social media, the two most important platforms for an influencer marketing strategy are Facebook and Instagram. Blogs were next in line, followed by Twitter.
Linqia based its study on a late 2016 survey of 170 marketers with the majority in the Consumer Packaged Goods segment. Almost half (43 percent) of the companies surveyed had 100 - 1000 employees.