Influencer Marketing for US Brands: The Platforms to Watch, and the Best Ways to Work with Creators - eMarketer
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Influencer Marketing for US Brands: The Platforms to Watch, and the Best Ways to Work with Creators

eMarketer Report

By: eMarketer

Published: February 04, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

As concerns about ad blocking grow, influencer marketing is becoming more important to brands. YouTube, Instagram and Snapchat have become popular channels, and new tools are making it easier to work with influencers.

  • Influencer marketing isn’t new, but it is rapidly gaining popularity among brand marketers. They are turning to influencers to help combat ad avoidance, bring fresh creativity to their marketing (in particular, video marketing) and gain cachet with young people, who place more trust in celebrities and social media “stars” than others do.
  • There are a growing number of talent agencies and influencer networks that aim to automate the process of finding influencers, working with them and measuring results. This may make it easier for brands to scale their efforts.
  • Influencer spending is increasing. Some marketers are starting to use their advertising budget rather than PR or marketing dollars to fund campaigns.
  • Measurement is getting better but still has a long way to go. Successful brands focus on engagement metrics (rather than total audience) and then layer on qualitative metrics. Some are taking steps toward measuring the impact on sales, but this can be tricky.
  • Brands may think influencer marketing is just about working with social media stars and celebrities, but they should look beyond the top names and cultivate emerging talent that has an engaged audience related to their industry.
  • Giving influencers creative freedom and striving for a symbiotic relationship are two other best practices for success.

"Content promotion and creation are two key reasons marketers are turning to influencers."

Table of Contents

Influencer Marketing Goes Mainstream

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Budgeting Strategies Are Changing

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The Social Platforms to Watch

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Steps to Measuring Success

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Five Best Practices for Working with Influencers

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What Could Go Wrong?

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7 charts are included in the full report:

Influencer Marketing for US Brands: The Platforms to Watch, and the Best Ways to Work with Creators

Tactics for Which Marketing and Communications Professionals Worldwide Engage with Influencers*, May 2015 (% of respondents)

Influencer Marketing Goes Mainstream

Tactics for Which Marketing and Communications Professionals Worldwide Engage with Influencers*, May 2015 (% of respondents)

Budgeting Strategies Are Changing

Preferred Way in Which US* Influencers Would Like to Be Compensated by Brands, Sep 2015 (% of respondents)

The Social Platforms to Watch

Social Media and News Sites/Apps on Which US Teen Internet Users Spend the Most Time, June 2015 (% of respondents)

Instagram

Social Media Channels Used by US Influencers, Oct 2015 (% of respondents)

Five Best Practices for Working with Influencers

Sources Where US Millennial Mother Internet Users Look for Ideas About Which Products to Buy, Sep 2015 (% of respondents)

Strive For a Symbiotic Relationship

Goals of Influencers* When Working with Brands According to Marketing and Communications Professionals Worldwide, May 2015 (% of respondents)

Give Influencers Creative Freedom

Factors that Make US Influencers Likely to Work with a Brand More than Once, Oct 2015 (% of respondents)