
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
Marketing technologies in Poland. The state of MarTech report
KFi
Nearly half of marketers in Poland can’t clearly say whether their marketing technologies deliver a real return. Only 5% believe the results are "well above expectations," while 32% simply say: "hard to tell".
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.
See articles on a similar topic:
Online advertising 2024/2025 report by IAB Poland
KFi
Online ads now consume 57% of all budgets. Companies spent 1.62 billion PLN on video formats alone. After leaner years, the numbers are rising sharply. Digital advertising grew by 20% in a year. Traditional formats are slowly fading.
What to do when your child lies? Advice from a pedagogue
patronat Reporterzy.info
Does your little one invent outrageous stories, and you’re unsure how to react? Does your child tell friends that you’ve traveled the world and that your dog speaks with a human voice? A pedagogue explains how to handle such situations and avoid them in the future. The weekly Reporterzy.info is the media patron of the series.
Artificial Intelligence in B2B Sales. Forrester's Predictions for 2025
BARD
B2B boldly experimented with generative artificial intelligence in 2024, but next year, industry leaders plan to focus on sustainable solutions that increase revenue.
Modern Mobile Communication. How Companies Build Loyalty by Phone
KFi
Companies can no longer treat mobile communication channels as a side element of their operations. An effective mobile strategy is becoming a cornerstone of customer contact, a tool for improving service, and a way to optimize internal processes. If they know how to use it.