THE INFLUENCER MARKETING REPORT: The best practices and platforms brands use when tapping popular social media personalities for marketing

THE INFLUENCER MARKETING REPORT: The best practices and platforms brands use when tapping popular social media personalities for marketing

In this report, BI Intelligence, Business Insider's premium research service, identifies the ways brands can find and manage relationships with social media influencers. Influencers tend to have higher user engagement than content generated by brands. The average influencer engagement rate across industry verticals is 5.7%. Authenticity is key for influencer marketing messaging. Brands should give influencers sufficient creative freedom to keep posts authentic, as it makes posts less likely to be dismissed by users. Details the best practices brands should adopt when starting out with influencer marketing. Here are two ways to access it: Subscribe to an All-Access pass to BI Intelligence and gain immediate access to this report and over 100 other expertly researched reports. >> Learn More Now Purchase & download the full report from our research store. >> Purchase & Download Now Learn more: Which social media platform do users trust most? How are social media platforms monetizing video?

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BI Intelligence

This is a preview of a research report from BI Intelligence, Business Insider’s premium research service. To learn more about BI Intelligence, click here.

The concept of a brand hiring a popular personality to promote a product or service isn’t new, and brands know that celebrity endorsements can sell products. In the age of social media, however, brands are finding new ways to leverage popular figures as brand ambassadors, and these people aren’t necessarily famous actors, singers, or athletes.

While brands certainly continue to tap celebrities for endorsement deals, they’re also starting to enlist social media personalities, broadly known as “influencers,” for advertising campaigns. Social influencers generally focus on specific content areas — like fashion, beauty, parenting, or gaming — and cater their content to a specific vertical.

In this report, BI Intelligence, Business Insider’s premium research service, identifies the ways brands can find and manage relationships with social media influencers. We note the most engaging industry verticals, the pitfalls to avoid, and the opportunities to cash-in on. Finally, we explore how major social platforms are increasingly building out tools that enable their most popular users to build their personal brands.

Here are some of the key takeaways from the report:

  • Influencer marketing ad spend is poised to reach between $5 billion and $10 billion in 2022. Taking the midpoint of $7.5…

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