66% of Marketers Surveyed Ran More Than Three Campaigns Last Year and 42% Have an Always-On Approach to Influencer Marketing
Linqia , the performance-based influencer marketing company, released The State of Influencer Marketing 2019 report , its survey of marketers on how brands and agencies are using influencer marketing and how they plan to leverage the channel in 2019. Its third annual survey found that influencer marketing has matured beyond a test and learn tactic into an ongoing and effective digital marketing channel.
Linqia found that over 40% of all marketers are now using an “always on” influencer strategy, leveraging influencer marketing across a multitude of initiatives throughout the year. In fact, 66% of marketers surveyed ran three or more campaigns in 2018, and more than a quarter ran five or more campaigns. Linqia believes even more marketers will establish a year-round approach to influencer marketing in 2019.
“Influencer marketing was originally treated as a once- or twice-a-year campaign tactic, and now many marketers are using influencers year-round,” said Nader Alizadeh, CEO and Co-Founder of Linqia. “Each year, Linqia measures the trends in the influencer marketing space with our State of Influencer Marketing report, and this year we found that 57% of marketers have recognized that the authentic content influencers create is more effective than brand-created content. Results like these prove why almost three-fourths of marketers are now reusing influencer assets in other channels.”
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Additional findings from the survey include:
- 39% of digital marketers surveyed with a digital marketing budget above $500,000 plan to increase their influencer marketing budget in 2019
- 42 % of marketers have made the shift from one-off, tactical campaign execution to an “always on” influencer strategy
- 74% of marketers are using influencer content on other channels
- Engagement is still the most important way marketers are measuring influencer marketing performance, with 89% stating this is the way they measure success
- Influencer marketing was ranked more important than programmatic advertising for survey respondents
- More than 68% of marketers cite Instagram as the most important social network for influencer marketing, followed by Facebook (51%); while Snapchat remains the least important social network for influencer marketing in 2019
- 50% indicated that measuring ROI continues to be the biggest pain point in influencer marketing
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To help marketers overcome the challenge of measuring the ROI of a campaign, Linqia recently announced the new Linqia Intelligence Suite , an integrated suite of analytics tools that help determine ROI with data from leading third-party vendors to measure brand awareness, sales lift, in-store sales, TV tune-in, and purchase intent. Virtually all large-scale Linqia campaigns now include at least one report from the Intelligence Suite, which shows tangible metrics tied to impact, as well as actionable insights that can be applied to other marketing efforts.
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