Influencer Marketing: Statistics for C-Suite Buy-In

Photo by Callie Morgan

Looking to build a case for your marketing team to embrace influencer marketing in the new year? This collection of influencer marketing statistics can bolster your argument and beef up a Keynote presentation aiming to gain C-suite buy-in.

There was a 325% increase in searches for the phrase “influencer marketing” from 2016 to 2017. The statistics gathered below help explain the interest.

Influencer marketing was the #1 customer acquisition method (28%) in a survey of 272 marketing managers surveyed in Q1 2017.

That’s probably why 73% of marketers have allocated budget for influencer marketing.

Plus, 67% of marketers intended to increase their influencer budget over the next 12 months.

No wonder the number of influencer platforms and agencies has jumped to 420 from just 190 in the last two years.

Influencers & Sales

While 56% of Twitter users rely on friends for purchase recommendations, a full 49% rely on recommendations from influencers.

Promotional content from influencers increases Twitter users’ purchase intent by 5.2X.

Potential B2B buyers who feel a “high brand connection” are 60% more likely to consider, purchase and even pay a premium than “low brand connection” competitors.

For instance, 40% of people have purchased an item online after seeing it used by an influencer on Instagram, Twitter, Vine, or YouTube.

This helps explain the growth in brand sponsored influencer post growth. Posts with #ad #sponsored or #spon tags have grown from 3.6 million in 2015 to an estimated 12.9 million in 2017. The projection for 2018 is 24.2 million such posts.

Influencer Marketing ROI

Influencer campaigns helped 67% of marketing professionals reach targeted audiences.

Additionally, 41% of marketers have seen more success in influencer campaigns than in more traditional advertising efforts.

So, 84% of marketers judged influencer marketing an effective strategy.

Influencer marketing content delivers 11X higher ROI than traditional forms of digital marketing.

Also, 55% of marketers said they get better customers from influencer marketing.

Plus, it helps that influencer marketing campaigns can be cost-effective. Many marketers report spending less than $5,000 per campaign.

Key Takeaways

These statistics demonstrate the (ahem) influence of influencer marketing today. At the same time, though, marketers need to make smart decisions in finding the right influencers to partner with to spread the word. Consider this statistic about what motivates influencers: 42% look for alignment with a brand’s core values when choosing partners. Only 11% cited compensation as a driver.

So, while this article can help you show the value of influencer marketing to your internal leadership or marketing team, don’t forget you’ll need to demonstrate the value of a relationship with your brand to get the influencer on board.

About Jeff
I’m a color commentator trapped in the body of a marketing strategist. So, while the marketing guy consults; the color commentator writes these articles. You can connect with me on Linkedin.

Agency Advisor :: I help marketing agencies scale their business.

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