170 marketers from CPGs, food-and-beverage companies, media players, retailers, and agencies participated in Linqia's The State of Influencer Marketing Survey, which shines light on the cost and effectiveness of tactics such as paying a content-creating celebrity to represent a brand.
Whether influencer marketing works can be controversial among brand practitioners, says the report, but the summary of some of the key findings of the study, as reported by AdWeek, are shown here:
And from Influence.CO, of the over 500 influencer accounts studied, the average price paid per post was $271. Brands paying for these posts can request everything from a picture of someone wearing a particular pair of designer jeans or shoes to mentioning a health supplement or specific home goods.
Influencers don’t need millions of followers to attract the attention of branded sponsors, says the report. The average follower count of an influencer is almost 63,000 people. Close to 60% of influencers on Instagram are women, and the most popular category for paid content is lifestyle.
Modeling-related accounts are the most lucrative (charging over $430 per post) and popular (more than 141,000 followers on average). Unlike traditional modeling, these user-curated photos are meant to look organic and capture the air of style. Photography-related accounts pull in an average of more than $385 per post. Food, pet, and fitness-related accounts also earn over $300 per post on average, says the report.
When it comes to popularity, fitness-related accounts average over 131,000 followers, while pet-related accounts have more than 117,000 followers on average. Beauty, fashion, and food-related accounts also accumulate between 59,000 and 84,000 followers, proving that whatever you’re passionate about, there may be several thousand people who share the same interests, suggests the report.
For more from AdWeek, please visit here, and Influence.CO here.