How Big Is Influencers' Influence? - eMarketer

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How Big Is Influencers' Influence?

Influencer marketing campaigns generated impressive results in H1 2015

August 25, 2015

Marketers have seen success with influencers. And based on data from RhythmOne (formerly Burst Media), their effectiveness has continued to rise in 2015.

Earned Media Value of US Influencer* Marketing Campaigns, by Advertiser Category, H1 2015 (among RhythmOne clients)

The analysis found that the average earned media value (EMV) from US influencer marketing programs was 1.4 times higher in H1 2015 than the overall average in full-year 2014, at $9.60 for every $1 spent, vs. $6.85 last year. Average EMV was highest in the consumer packaged goods (CPG) food industry, at $14.29, followed by tourist destinations and travel ($12.54) and bath, body, skin and beauty ($12.21). All industries saw large leaps in average EMV during the first half of this year vs. full-year 2014, except for retailers and apparel, where EMV dropped from $10.48 to $4.50.

Social Engagement Rate* of US Influencer** Marketing Campaigns, by Advertiser Category, H1 2015 (among RhythmOne clients)

Social engagement rate averaged 3.4% in H1 2015. Once again, CPG food was the leading industry, averaging 4.1%. Home and garden tied bath, body, skin and beauty for second, at 3.2% each. Casual dining restaurants and electronics landed at the bottom by this metric.

Instagram had a stronger social amplification rate—user actions out of the total reach on the channel—than any other social network, at 1.77%. In fact, this left its competition in the dust. Facebook had an average social amplification of 0.21%, Google+ saw a rate of 0.15%, and Twitter and Pinterest had respective averages of 0.13% and 0.11%.

Social Amplification Rate of US Influencer* Marketing Campaigns, by Advertiser Category, H1 2015 (among RhythmOne clients)

Social amplification rates were highest in the electronics category, at 0.66%. While most other categories landed between 0.49% and 0.59%, casual dining restaurants’ average was a mere 0.13%.

Other research highlights the large interest in influencers. In Q2 2015 polling by Altimeter Group, 35% of social media professionals worldwide said they had a mature or optimized influencer relationship management program. An additional 19% were in their first year of use, while 32% were planning or piloting influencer relationship management efforts. Just 14% had no interest in doing so.


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