Poll: One third of marketers say ‘influencer’ marketing is essential

A recent survey showed that many marketers are working with people who have large and active online followings to create content and launch more successful campaigns.

Ragan Insider Premium Content
Ragan Insider Content

Bloglovin’ surveyed 100 marketers about their attitudes toward “influencer” marketing and found that nearly a third (32 percent) consider it an essential part of their marketing strategies.

More than 40 percent of marketers found more success by working with influential social media users than through traditional ad campaigns, and this year 63 percent are increasing the amount they spend on campaigns featuring online users with large followings.

You don’t have to break the bank to take advantage of this marketing tactic, either. The survey revealed that 36 percent of marketers spend less than $5,000 on a campaign using influential social media users, and 24 percent spend $5,000 to $10,000 on an “influencer” campaign.

Marketers are paying for content beyond a one-time campaign as well.

Eighty-three percent of marketers repurpose content from “influencer” efforts after they’re over, with 74 percent using that content on social media and 36 percent using it for social media ads. Roughly 74 percent of marketers use the content on their organizations’ websites.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.