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Marketing
Industry
A brand is no longer what we tell the consumer it is—it is what
consumers tell each other it is.” —Scott Cook
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statement
General
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Influencer Marketing is growing at a rapid pace
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• Grew by 198% in 2017 alone

• Worth over $1.5 billion and rising
• More than 65% of brands intend to increase spending on influencer marketing over
the next 12 months
• Brands prefer to use micro or power-middle influencers with under 100,000 followers
• Brands and influencer marketing platforms are looking more towards the importance of
engagement when tracking influencer success
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Audience
• 76% of marketing professionals confirmed that Millennials were at the focus of their
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influencer marketing strategies
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• Followed by Generation X (39-53) at 19.8%

• Generation Z (4-23) at 3.1%
• Baby Boomers (54-72) at .7%
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Popular KPIs
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• 96% reach and views

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Social Platforms
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Instagram and Blogs are the most common platforms used
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• 86% of marketers and 89% of influencers say they are using Snapchat less for
campaigns than they did last year
• Lack of data and analytics provided on Snapchat
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Instagram
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• 55% of influencers and 70% of marketers said they want to increase their use of
Instagram story content
• 16% of influencers and 14% of marketers use the “Poll” feature for sponsored
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Other
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Brands building in-house influencer marketing teams
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• 9.3% of companies have these types of in-house teams compared to 7% in 2017

• Allows brand to create stronger relationships with influencers that can extend beyond
a single campaign or post
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Payment Models
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• Flat fee per post 66%

• Offering free products/services 62%
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Challenges
bold statement

Transparency
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• Influencers need to be more public about their relationships and intentions in order to
keep their audience and customer trust
• 71% of brands say the way their influencer relationships are disclosed to consumers is
“absolutely essential” or “very important” part of the influencer selection process
• The brand-influencer relationship is usually announced through hashtags (68%),
descriptions in the post/video (63%), a verbal mention (50%) and paid partnership
labels (43%)
 Challenges
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Fake Influence
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• In response, more and more brands and influencer marketing platforms are looking
to see how influencers engage with their followers, how their followers engage with
them and getting a better breakdown of their followers’ demographics
• Influencer Identification
• Influencer Campaign Measurement
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Changes
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Transactions
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• About 62% of brands are paying money to influencers in brand ambassadorship

agreements
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Rise in Influencer “Cliques”
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• Will affect how brands will interact and gain access to other influencers and audiences
• Advanced Communication
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• Development of secure monetary transactions to take place through social media

platforms to facilitate influencer compensation