25.12.2017 Marketing and PR
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.
w wydaniu polskim
source: Analytics and Influencer Monitoring, Newspoint, December 2017Four 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
AI or human? Data on customer preferences in the US, UK, and Canada
KFi
One in three consumers prefers talking to a bot rather than a human, and as many as 86% try to solve the problem on their own first. Still, 74% prefer to call when an issue is urgent. A new report from Five9 shows just how much customer service expectations have changed.
Outdoor advertising in Poland. OOH market by the numbers
KFi
In 2024, the outdoor advertising market in Poland reached a record PLN 806 million, with its digital segment growing by 32%. Notably, growth was faster outside the largest cities. Advertising on buses and trams also proved more effective than many online campaigns.
Costs of link building are way overestimated. A major analysis by Adsy
Krzysztof Fiedorek
A guest post for $45? Or maybe $4595? Price differences reach up to 100x, and the market is full of absurdity: sellers demand fortunes, buyers pay a fraction. The beauty industry costs less than literature, and Ireland beats the US hands down. Analysts at Adsy have taken a deep dive into the SEO trade.
See articles on a similar topic:
Influencer Advertising. Teenagers Do Not Always Recognize It
KFi
The rise in the popularity of influencer-promoted content among young people raises issues with their ability to identify the commercial nature of this content. Subtler forms of promotion are often completely unrecognizable to younger teens.
Artificial Intelligence, Real Results in Marketing. HubSpot Report
BARD
Although AI is a term that can sometimes evoke concerns, the "AI Trends Report 2024" compiled by analysts at HubSpot shows that for many, artificial intelligence is the future of marketing.
Artificial Intelligence and Marketing. Industry Expectations and Concerns
KrzysztoF
Marketers using generative artificial intelligence see its potential but also perceive risks. The Generative AI Snapshot Series survey conducted by Salesforce and YouGov shows that the industry expects significant changes - and soon.
Predictive Analytics in Ads. Customer Doesn’t Know Yet, But Ad Does
Krzysztof Fiedorek
Artificial intelligence is changing the rules of marketing. Predicting customer behaviors through advanced AI algorithms and making data-driven decisions is already the present. The report "The State of AI," published by McKinsey, shows the impact this will have on the advertising and marketing industry.
