Marketers Use Influencer Marketing to Launch Products, Share Content - eMarketer

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Marketers Use Influencer Marketing to Launch Products, Share Content

Influencers expect to get exclusive information, materials for their own content through collaboration

March 10, 2014

Influencer marketing, considered by some to be a buzzword, is proving to be a beneficial relationship for both the marketers doing it and the influencers who participate, according to a January 2014 study by Augure—which defined an influencer as someone who is able to mobilize opinions, creates reactions when talking about a specific topic, has a large audience or base of followers and has a high degree of participation in a conversation on a given subject.

Marketing professionals polled worldwide were most likely to collaborate with influencers when launching products or distributing content, cited by 76% and 57% of respondents, respectively.

Situations in Which Marketing Professionals Worldwide Collaborate with Influencers*, Jan 2014 (% of respondents)

No matter the collaboration, influencers’ expectations of brands were clear: They wanted content and information, not tangible items. About three in 10 respondents said they expected brands to provide them with material they could use when producing their own content. A similar percentage cited exclusive and worthwhile information as a reason for such collaboration.

Influencers'* Expectations of Brands According to Marketing Professionals Worldwide, Jan 2014 (% of respondents)

More than four in 10 marketers planned to increase their influencer marketing budget, and based on 2013 data from Altimeter Group, a large chunk of this may go toward social. When asked which social-related programs they intended to spend more money on, one-quarter of US social strategists cited blogger and influencer networks.


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