What You Need to Know About the Year-Round Influencer Marketing Approach

Linqia, a performance-based marketing company, recently dropped a report that points to an evolving trend in influencer marketing. “The State of Influencer Marketing 2019” utilizes surveys from 197 marketers from various industries regarding how brands and agencies use influencer marketing and how they plan to approach it in the coming months.

The report found that 40% of marketers had made the change to a “always-on” influencer strategy. On top of that, 66% of marketers ran three or more influencer campaigns last year.

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Influencer marketing has become a huge part of digital marketing overall, in no small part due to the reception of influencer content over its more traditional counterparts. There has been an increase in budgets allocated to influencer marketing, with 39% of digital marketers with a digital marketing budget over 500k planning to increase their influencer budget this year.

The biggest “pain point” (prospective problem) of influencer marketing continues to be it’s ROI. According to the survey, 50% of marketers indicated this issue as their main concern.  Engagement is the most important way marketers measure influencer performance, followed by impressions, and brand awareness.

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However, judging from the overall findings in the report, it is obvious that marketers are looking to apply influencer content in longer-term format. As stated by Nader Alizadeh, CEO and co-founder of Linqia: “Each year, Linqia measures the trends in the influencer marketing space with our State of Influencer Marketing report, and this year we found that 57% of marketers have seen that the authentic content influencers create is more effective than brand-created content. Results like these prove why almost three-fourths of marketers are now reusing influencer assets in other channels.”