Revenues generated as a result of these campaigns is more difficult to measure. Only 54% of marketing specialists polled said they use revenue generation as a way to gauge whether the campaign was successful.
As marketers continue to deploy influencer marketing campaigns to connect with audiences, the biggest challenge they seem to come across is actually finding influencers. For example, the Celebrity Intelligence study found that roughly half of marketing specialists find it difficult to identify the right talent. The second biggest hurdle is engaging influencers in conversation.
Only 21% of respondents said they take issue with granting influencers the creative freedom they desire. This indicates that most marketers are willing to put their trust in the talent they hire.