
Four in ten people now have a social media account. Any internet user with a social media profile or blog can be an influencer, shaping what their audience thinks and likes. Since, as Newspoint’s cited studies show, over 70% of consumers consider influencer content to be their primary product information source, it’s no wonder the advertising industry has embraced them.
Influencer marketing, as the report highlights, is the fastest-growing method of customer acquisition today, far outpacing SEO, email marketing, and paid advertising.
- The internet today is largely made up of user-generated content, which is crucial for brands. Sixty-five percent of internet users consider the opinions of other users very important in their purchase decisions - comments Robert Stalmach, CEO of Newspoint, in the report. - This shift changes how brands communicate with their audiences. Users are less receptive to brand information and more inclined to follow suggestions from people they trust.
Why does influencer marketing work? According to the "Analytics and Influencer Monitoring" report, influencers create three times as much engaging content as non-influencers, and each piece of their content is four times more likely to impact the purchase decisions of their followers. The benefits companies can gain from working with opinion leaders include:
- Influencers reach a precisely targeted audience, lowering the cost of reaching potential customers,
- Influencers appear more authentic and credible than intrusive advertising,
- Influencer content is resistant to AdBlock programs,
- Influencer content has the potential to spread virally,
- Influencers may offer fresh, unique perspectives on a product.
However, working with influencers doesn’t automatically guarantee success. This approach also requires a well-thought-out strategy.
- Choosing the right creators for a campaign is challenging, especially with the awareness that their statistics are often inflated (e.g., through comment and visit exchanges, bots auto-liking other Instagram profiles, or “traffic exchange systems”). Not to mention the entire category of “fake-celebrities” who are entirely artificial - explains Kamil Mirowski, Creative Marketing Consultant at 1000ideas and MrSocial.pl, in the Newspoint report. - That’s why it’s so important to verify creators for authenticity (no brand wants to be associated with fraudsters) and for reach and engagement within the target group (let’s face it – we want to reach as many potential clients as possible, not random people).
Despite these caveats and risks, brands are increasingly turning to influencers, and this trend is expected to grow rapidly. Analysts predict that by 2020, influencer marketing will be worth $10 billion.
The complete "Analytics and Influencer Monitoring" report can be downloaded on the Newspoint website.
COMMERCIAL BREAK
New articles in section Marketing and PR
7 facts about media relations. How to work with journalists
Bartłomiej Dwornik
In media relations, every mistake costs you attention. Every cliché wastes inbox space. Even a good and interesting topic might not be enough to break through. The way you present it also matters. Maybe even more than the content itself.
Rising Google Ads click costs. How to keep campaigns profitable?
Patrycja Kranc
In 2024 the average cost per click (CPC) rose in 86% of industries. In e-commerce and real estate, increases reached dozens of percent. Optimisation is becoming crucial, not only for campaigns but for the entire customer acquisition process.
The future of search is now. How AI is reshaping brand visibility
KFi
AI Search and Share of Voice are no longer optional marketing metrics. They’re essential. Yet only 7% of Polish companies use AI. In the new search landscape, that’s nowhere near enough. Fall behind now, and your brand could simply... vanish from the internet.
See articles on a similar topic:
Polish Digital Advertising Market 2023/2024. IAB Poland Report
Krzysztof Fiedorek
The Strategic Internet Report 2023/2024 prepared by IAB Poland provides a detailed analysis of the Polish digital advertising market, showing its dynamic growth in 2023. The market value reached nearly 7.8 billion PLN, indicating an increase of over 870 million PLN compared to the previous year.
Trends and threats in online advertising. Media Quality Report 2025
Krzysztof Fiedorek
In 2024, the digital advertising world lost about 100 billion dollars due to fake impressions. A report published by Integral Ad Science shows that so-called fraud is getting smarter, and campaigns are increasingly exposed.
Dietary Supplements. How to Distinguish Information from Marketing
Ewa Zygadło-Kozaczuk
Where can you find reliable information about dietary supplements, and how can you distinguish factual information from advertising? The answer is not straightforward. In fact, additional doubts arise.
Why Influencer Marketing Works? Newspoint Report
BARD
For over 70% of consumers, content created by influencers is the primary source of product information. It’s the fastest-growing method for companies to acquire new customers. In three years, the global influencer marketing industry could be worth as much as $10 billion, according to the "Analytics and Influencer Monitoring" report by Newspoint.