Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Marijana Kraljević, junior content manager, Dialog komunikacije
We live in a time when influencer marketing is taking an increasing role in the world, including in Croatia. This is corroborated by the fact that in 2016, 94% of marketers say that the influencer marketing is effective, and as a result, budgets for it will be doubled in 2017.
Linqia is the influencer platform whose study threw light on the costs and efficiency of tactics such as paying celebrities to represent the brand, despite the obvious interest of the company. Linqia thus conducted an interesting study, The State of Influencer Marketing, which is designed to help brands and agencies understand and be able to assess in which direction this discipline will develop in 2017. Research results include responses of 170 marketers from various industries, including CPG, food industry, media and retail, as well as their agencies. One of the highlights that can be stressed from the responses is that determining the return on investment (ROI) in influencer marketing will be a key topic of this year, and it is also the key theme of the DIABLOG Conference, which will be held in Zagreb in November this year.
ADWEEK brought the eight most interesting highlights from the research:
1. It works!
Ninety-four percent of those who used influencer marketing believe the tactic to be effective.
2. Or so it seems …
At the same time, 78 percent said that determining the ROI of influencer marketing will be a top challenge in 2017.
3. When it works, here’s why
Respondents said that influencer marketing’s top benefits entail creating authentic content about their brand (87 percent), driving engagement around their brand (77 percent), and driving traffic to their websites or landing pages (56 percent).
4. The cost of influencing
In 2016, most marketers spent between $25,000 and $50,000 per influencer marketing program.
5. More money for posts
The survey respondents reported those figures will double to $50,000 to $100,000 per program next year.
6. Some follow the law, some don’t
Eighty-eight percent of respondents said they make sure influencers disclose sponsored content in order to comply with government regulations. In other words, 12 percent admitted to not complying with the FTC’s guidelines.
7. Facebook Inc. rules
Marketers overwhelmingly said Facebook and Facebook-owned Instagram were their most important platforms for influencer endeavors. In the survey, 87 percent cited the two platforms.
8. Blogs also work
The next most important channel is blogs, with nearly half the respondents utilizing them.
While there are many definitions of influencer marketing, and in some countries the rules of conduct of cooperation are still being defined and are not quite understandable for all parties involved, the results of the study clearly show that influencer marketing has influence and we can assume that it will only continue to grow in the near future.