New Research Reveals Influencer Marketing as Critical to Brands’ Social Strategies
29 Agosto 2023 - 10:00AM
Today’s consumers are turning to social media to discover new
trends, products and brands. However, in a crowded market, brands
must create increasingly personalized and authentic content in
order to engage their customers and new audiences across social.
According to new research released by Sprout Social, an
industry-leading provider of social media management software,
influencer marketing is a key strategy in bolstering a brand’s
social presence with 81% of social marketers describing influencer
marketing as an essential part of their social media strategy. By
combining social and influencer content, brands are gaining a
competitive advantage and building brand awareness necessary for
long-term business growth.
The research, which surveyed more than 300 US-based social
marketers, found that social marketers rate influencer marketing as
having a significant impact on their brand’s marketing efforts,
listing reaching new audiences, boosting engagement rates and
enhancing brand authenticity and trust as the three most valuable
benefits.
As influencer marketing proves critical to social strategies,
brands are increasingly making it part of their social budgets.
According to the data, 73% of those surveyed said their influencer
marketing budget is shared with their social budget. As
organizations continue to unify these strategies and budgets, it
will be important to also streamline workflows and efforts to
deliver the most effective results.
“We know that social media is the channel for creating authentic
and unforgettable connections between consumers and brands,” said
Jamie Gilpin, Chief Marketing Officer at Sprout Social. “The
pressure to stand out and need for personalized content is only
increasing and influencer marketing is enabling brands to bolster
authenticity and differentiate themselves to consumers on social.
Our research reveals that brands are realizing the necessary role
influencers play in reaching new and growing audiences, and those
who effectively implement it into their existing social and
marketing strategies will be better able to compete and drive
lasting business impact.”
As consumers continue to place an emphasis on personalized
content, marketers are prioritizing influencers with more targeted
audiences that best match their customer base. The research
revealed that 70% of social marketers see the most impact from
macro-influencers (100K to 1M followers) followed by 43% seeing the
most impact with micro-influencers (10K - 100K followers).
Additional key findings include:
- Social marketers cite Instagram (86%) as the top platform for
their brand’s influencer marketing efforts, followed by Facebook
(78%) and TikTok (70%).
- In terms of influencer-led content, brands are most focused on
giveaways (65%), product collaborations (62%) and influencer-led
advertisements (57%).
- To secure internal buy-in for influencer
marketing, a majority of those surveyed (58%) say
that social engagement data is the most important metric, followed
by conversion rates (48%) which include sales, sign-ups and
downloads.
- A majority (52%) of brands are using dedicated influencer
marketing platforms.
- When asked how their brands ensure authenticity in their
influencer marketing campaigns a majority of marketers said they
encourage influencers to share their real experiences (62%),
collaborate closely with influencers on content creation (59%) and
choose influencers who are genuine fans of their product
(50%).
- When asked how they assess influencers prior to collaboration,
marketers say they look for influencers who already post about
similar products or services (62%), they evaluate engagement
metrics (52%) and monitor their interactions with their audience
(51%).
Learn more about how brands can unify their influencer marketing
and social media management strategies with Sprout's recent
acquisition of Tagger Media.
About the data: The data referenced was
collected via online survey from 307 US-based social marketers
between August 16-21, 2023. Participants selected were those who
were responsible for their brand’s social media strategy and
utilized influencer marketing in their brand strategy. The
experience level of the participants includes Manager or Senior
Manager (55%), Director or Senior Director (35%), Vice President
(4%), or Executive (6%). Participants were from B2C (36%), B2B
(16%), or a combination of the B2B and B2C (48%) organizations.
About Sprout Social
Sprout Social is a global leader in social media management and
analytics software. Sprout’s intuitive platform puts powerful
social data into the hands of more than 34,000 brands so they can
deliver smarter, faster business impact. With a full suite of
social media management solutions, Sprout offers comprehensive
publishing and engagement functionality, customer care, influencer
marketing, advocacy, and AI-powered business intelligence. Sprout’s
award-winning software operates across all major social media
networks and digital platforms. For more information about Sprout
Social (NASDAQ: SPT), visit sproutsocial.com.
Contact
Media:Kaitlyn GronekEmail:
pr@sproutsocial.comPhone: (773) 904-9674
Investors:Jason RechelTwitter:
@SproutSocialIREmail: jason.rechel@sproutsocial.comPhone: (312)
528-9166
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