Brands increasingly trust the credibility of influencers: after all, getting certain bloggers, youtubers or digital journalists to talk about the brand in question adds value to the activity and products, ensures a long reach among the public objective and also converts much more than if the same message is launched from the company itself. Seen like this, who could resist introducing them into marketing campaigns? A new study from Tomoson shows us that practically no one. In fact, influencers are considered by marketers as the fastest growing channel when it comes to getting new customers, above organic search or email marketing. The data backs it up: companies are getting a profit of $ 6.50 for every dollar invested in influencer marketing.
This is probably why 59% of those surveyed planned to increase their budget for influencer marketing over the next 12 months, while only 10% were going to decrease it. Additionally, marketers value the low cost of this marketing tool relative to its effectiveness. In fact, 22% of them assured that this is the method of acquiring consumers online with the best Cameroon phone number list cost-effectiveness ratio, a percentage that they shared with email marketing. Display and search ads, and affiliate email were the lowest rated channels. As if this were not enough, more than half believe that the quality of consumers acquired through influencers is higher than average.
The most effective platforms for influencer marketing
It is striking that, despite the fact that much is said about the decline of the blog format in the face of the rise of social networks, most marketers consider that blogs are the most effective platform for influencer marketing (37% choose this option). They are followed by Facebook (25%), YouTube and Instagram (with 6% each) or Twitter (5%). Only 2% responded to Pinterest or Google+.
When establishing campaigns through influencers, most marketing managers focus on ROI objectives such as sales and leads (50%), although there are 40% whose priority is, mainly, to publicize the Mark. Consequently, when measuring results, 56% focus on sales data, while very few prefer to measure impact through the number of times content is shared or the percentage of clicks.
The shadows of influencer campaigns
Although here we have been able to verify the optimism of those responsible for marketing regarding these tools (figures that agree with another Augure study, in which 84% of those surveyed recognized developing relationship strategies with influencers), it is not necessary to believe that this It will be the definitive solution to all advertising problems. Influencers can have a more than positive impact for brands, but they also present some challenges or dark spots, which can make them not get the expected game.
To begin with, it is difficult to identify the most suitable influencers for your brand, as well as knowing how to contact and involve them (only 19% of marketers offer remuneration in return), but the real problem comes when it comes to evaluating the results. There is no doubt that engagement is high, but in a very short period of time. And beyond the peak of interest that can be generated when the influencer talks about your brand, the effect in the medium term is more than questionable.