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Marketers say competing with other brands for the attention of social media influencers is their top challenge with the tactic, according to a recent report from Software Advice.

The report was based on data from a survey of 37 B2C marketers who use brand advocates as part of their strategy as well as 74 social media influencers.

Some 62% of marketers surveyed say competing with other brands for the attention of social media influencers is a major challenge; other top obstacles include identifying brand advocates (46%), communicating with advocates (46%), predicting advocates' behavior (46%), and privacy concerns (27%).

Below, additional key findings from the report.

Contacting Influencers

  • 43% of influencers say they feel extremely comfortable being contacted by brands via social media.
  • 32% feel somewhat comfortable.

Content Sharing

  • 27% of influencers say they are most likely to share an entertaining or funny story from a brand.
  • 23% are likely to share information about a product after they've researched it.

About the research: The report was based on data from a survey of 37 B2C marketers who use brand advocates as part of their strategy as well as 74 social media influencers.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji


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