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New Annual Report: State of Influencer Marketing

By Gina Milani

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Back in September 2019 I wrote a blog asking if an influencer marketing category should be added to the PRToolfinder database.  In the post, identified the tools that Forrester research included as the 11 most significant providers in the category as Ahalogy, AspireIQ, Collective Bias, Influential, IZEA, Klear, Launchmetrics, Linqia, Mavrck, Octoly, and Traackra handful of tools in this area to return to as a resource. 

CreatorIQ, was not among them but this influencer marketing platform (reportedly used by the likes of Unilever, Ralph Lauren and Disney) recently partnered with Influencer Marketing Hub on an annual report called “State of Influencer Marketing.  The research surveyed more than 4,000 brand marketers and reported on analysis of CreatorIQ’s aggregated influencer campaign performance across its entire database.  Findings include:

  • Just over 90% of influencer campaigns deployed by the survey respondents include Facebook-owned Instagram. Twitter is second with 45%,, followed by Facebook (40%), Alphabet-owned YouTube (20%) and Pinterest (10%).
  • Micro influencers (which CreatorIQ defines as content creators with followers in the 10,000 to 99,999 range) and nano influencers (1,000 to 9,999) consistently have the best engagement rates, particularly on Instagram. Brand marketers, according to the survey, are increasingly showing a strong preference for such smaller-reach influencers vs. so-called mega influencers with a million or more followers.
  • Just over 65% of respondents have programs in place to measure the ROI from their influencer campaigns—and the most common measure of influencer marketing performance is conversions/sales.
  • Two-thirds of survey respondents say they plan to increase their influencer marketing spending over the next 12 months.
  • You can download a free copy of the report here.

Since most of us don’t have the budget of a Unilever or Disney, I think I’ll start researching pricing on influencer tools and think about adding the category.  If I’ve missed a tool, let me know and I’ll include it in the new category. 

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