TECHNOLOGY

Study: The most popular influencer marketing platform is…

BY Dan Berthiaume

A new survey reveals the social media platform marketers consider most important for influencer marketing.

According to “The State of Influencer Marketing 2019,” a survey of 197 marketers across industries including retail, CPG, and food and beverage from influencer marketing platform Linqia, Instagram had the highest importance ranking from respondents. Following in order were Facebook, YouTube, blogs, Pinterest, Twitter, and Snapchat.

In addition, when asked to rank the importance of five major activities in their digital media mix, influencer marketing came in third, behind social media advertising and online video advertising. Ranked behind influencer marketing in fourth and fifth place were programmatic advertising and direct buys displays, respectively.

Seventy-five percent of respondents use influencer marketing on other channels. When asked how influencer content performs compared to brand-created content on other channels, a leading 39% said it somewhat outperforms and 18% said it greatly outperforms brand-created content. Another 13% said the two types of content perform the same, and 23% have never run a comparative test. Only 7% said influencer content underperforms brand-created content on other channels, and none said it greatly underperforms.

Two-thirds (66%) of respondents ran three or more influencer marketing campaigns in 2018. This figure includes 39% who ran three to five, 17% who ran five to 10, 3% who ran 11 to 15, and 7% who ran 16 or more. About one-third (34%) of respondents ran one or two influencer marketing campaigns in 2018.

Roughly four in 10 (42%) respondents use an “always on” influencer marketing strategy. When asked how they manage influencer marketing, 34% said they manage it in-house and 26% said they partner with a managed or “turnkey” service provider. Twenty percent use a self-service platform and 17% rely on the outside influencer(s), while 3% use another method.

Responses to a question of how they measure influencer marketing success indicate most marketers do not use it to directly impact the top line. Almost nine in 10 (89%) respondents include engagement in their success metrics, and 67% measure impressions. Sixty-five percent measure success by brand awareness, and 63% measure clicks and conversions each. Fewer than half (44%) include product sales in their success metrics, followed by audience sentiment (33%).

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