Every $1 spent on influencer marketing returns $6.5 in profit!

A Tomoson study from 2015 shows that influencer marketing can be very lucrative for brands that engage in it. Most companies achieve significant results, and only 18% of them generate no revenue at all.

92% of marketers who used influencer services in 2017 believe their efforts proved effective.

 

59% of marketers plan to increase their influencer marketing budget next year

Effectiveness and profits from influencer campaigns

Data from the Tomoson report clearly shows that marketers strongly recognize the importance of influencers for their brand's development — provided these efforts are carried out thoughtfully.

67.6% of marketers believe that finding the right influencer is the biggest challenge of influencer marketing

The biggest challenges for brands

These data were first presented in a report by Tapinfluence and Altimer, which shows that still few industry leaders are able to find on their own an influencer who would meet the needs of planned product campaigns.

76% of marketers say they are unable to precisely measure the ROI of their influencer campaigns.

Aware marketers are increasingly taking the customer journey into greater account. They thereby appreciate influencers' impact on customer awareness and engagement. As success indicators for influencer campaigns, marketers primarily cite: engagement (90 %), number of clicks (59%) and conversions (54%).

54% of influencers say they will work with brands that treat their role as seriously as other marketing activities

Crowdtap interviewed more than 50 content creators. It turned out that the truly influential ones expect respect from the brands they work with. They want their policies and the hard work put into building significant reach to be respected.

To stay within their planned budget, 42% of marketers use intermediaries between influencers and brands that ensure campaign planning and execution.
18% in this regard rely on their agencies and media houses; 19% manage their brand's influencer marketing using in-house resources. 14% combine both approaches.
75% of marketing and communications professionals say that an influencer's verified web traffic is the most important criterion when choosing them

The data comes from a Schlesinger Associates for Augure study. They contradict the results of many other studies, which indicate that engagement is a more important indicator for marketers than generated traffic.

Currently, 63% of marketers work with more than ten influencers on a single project.
In 2017, nearly one quarter (24%) of marketers worked with 25-50 people responsible for each influencer marketing project, an increase of 14% compared with the previous year, while only 34% of marketers worked with 10-25 influencers, compared with 52% in 2016.

Audiences aged 13 to 24 were twice as likely to judge an influencer based on social media activity as people over 25.







This Twitter survey result points to significant variation in how different age groups influence social media. Older generations follow traditional celebrities. Millennials and Generation Z are more interested in social media influencers such as PewDiePie.

70% of teenage YouTube subscribers say they identify more with influencers than with celebrities.

These statistics provided by Google show differences between generations. Television has a much smaller influence on Generation Z than on previous generations. That is where young people's lower interest in traditional celebrities comes from.

88% of consumers say they trust online opinions as much as recommendations from friends

 

Social media influence 74% of purchase decisions made by users

According to research by the ODM Group agency, 74% of consumers rely on social media recommendations when planning their purchases.

84% of companies plan to work with a social media star next year

A study conducted by Augure and published in Mediakix shows that collaborating with an influencer is one of the surest ways for a brand to reach consumers ready to buy their product.

source: LInquia, The state of influence marketing 2018

 

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Summary

Influencer marketing brings measurable benefits to brands — as the Tomoson study shows, every dollar invested returns $6.5, and 92% of marketers confirm the effectiveness of such efforts. Although finding the right influencer remains the biggest challenge, the role of intermediary platforms is growing — 42% of companies already use them.

A generational shift is also key: as many as 70% of teenage YouTube subscribers identify more with creators than with traditional celebrities. Brands that want to reach younger audiences must treat influencers as equal partners and measure results not only by traffic but also by engagement.