How much is an influencer really worth? Brands and businesses are having a hard time figuring that out, according to new research from software and services marketplace Capterra, which finds that many marketers struggle to determine how to pay for these partnerships...
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The thought leader paradox: What purpose do they serve in the age of influencers?
Thought leadership is a response to the complex online environment in which trust is the most valuable currency. But what is ‘thought leadership,’ and what use is it for marketers? Marketing has existed for as long as people have competed to sell products or services....
Consumers Continue to Seek Influencers Who Keep it Real by Matter
New data released by Matter Communications — a Brand Elevation Agency that integrates PR, marketing and creative services to tell clients’ unique stories and drive business results — reveals consumers are making purchase decisions based on influencer content. The data...
Two-thirds of Latina influencers feel underrepresented in marketing campaigns
Latinos make up a growing portion of the U.S. consumer base and hold around $1.5 trillion in purchasing power, according to Nielsen. However, despite their increasing influence and significant online engagement, Hispanic representation lags behind in the influencer...
Are influencers losing power? Most consumers doubt they use the products they promote
Authenticity is what has always given influencers their power, and it’s what separates them other marketing messaging in the eyes of consumers. And social media has given influencers the clout and the platform to promote products. But new research from product trust...
A shifting power dynamic puts influencers at the center of brand-consumer relationships
Newly released research on the rapidly evolving brand-influencer dynamic from partnership management platform impact.com, in partnership with marketing intelligence company WARC, shows the disparity and alignment of perceptions of marketers and influencers, and offers...
Majority of influencers/creators say they’re driven by desire to build community, not money
Prevailing opinion in the comms industry seems to be that most influencers/creators are in the marketing game for fame and fortune, but new research from MMI Agency finds that 77 percent of influencers in its new survey say they do so because they have a passion for...
86% of B2B marketers are successfully working with influencers—here’s what they’re doing
B2B marketers are pressed more than ever to attract, engage and retain customers, given the challenges of the pandemic, inflation and economic uncertainty. To become more relevant in a crowded marketplace, many marketers have turned to influencer marketing. Yet...
More than a third of consumers trust social media influencers over brands
Today’s consumers, particularly Gen Z, are increasingly turning to social media influencers and online communities to make purchasing decisions and receive customer service, according to a new study from Oracle and Brent Leary, partner at CRM Essentials. Social media...
3 tips to step up your influencer marketing by unlocking everyday and micro influencers
When you search for “influencer marketing,” Google easily shows about 210,000,000 results in 0.55 seconds. Culling through what are the most effective strategies, forecasts and key trends that will dominate, the current state of influencer marketing, the most...