Back in September 2019, I wrote a blog post asking whether an influencer marketing category should be added to the PRToolfinder database. In that post, I identified the 11 most significant providers in this category, according to Forrester Research: Ahalogy, AspireIQ, Collective Bias, Influential, IZEA, Klear, Launchmetrics, Linqia, Mavrck, Octoly, and Traackr. These tools serve as valuable resources for those interested in influencer marketing.
Insights from CreatorIQ’s Influencer Marketing Report
While CreatorIQ isn’t included in Forrester’s list, it’s a prominent influencer platform used by brands like Unilever, Ralph Lauren, and Disney. Recently, CreatorIQ partnered with Influencer Marketing Hub to release the annual “State of Influencer Marketing” report. This research surveyed more than 4,000 brand marketers and analyzed CreatorIQ’s aggregated influencer campaign performance across its extensive database. Here are some key findings:
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Instagram Dominates Influencer Campaigns: Over 90% of influencer campaigns include Instagram, owned by Facebook. Twitter comes in second with 45%, followed by Facebook (40%), YouTube (20%), and Pinterest (10%).
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Micro and Nano Influencers Lead in Engagement: Micro influencers (with 10,000 to 99,999 followers) and nano influencers (with 1,000 to 9,999 followers) consistently achieve the best engagement rates, especially on Instagram. The survey indicates that brand marketers increasingly prefer smaller-reach influencers over mega influencers who have a million or more followers.
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Measuring ROI in Influencer Marketing: Just over 65% of respondents have programs in place to measure the ROI from their campaigns. The most common measure of performance is conversions or sales.
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Increasing Budgets for Influencer Marketing: Two-thirds of survey respondents plan to increase their spending over the next 12 months.
You can download a free copy of the report here.
Exploring Influencer Marketing Tools for PRToolfinder
Given that most of us don’t have the budget of a Unilever or Disney, I’m considering researching pricing on various influencer tools. I will consider adding this category to PRToolfinder. If you know of any tools I might have missed, please let me know, and I’ll make sure to include them in the new category.
