The report was based on data from a survey of 207 B2C marketers who work for firms in a wide range of industries, including CPG, food/beverage, and retail.
Two-thirds of marketers who pay influencers to create content say they repurpose the pieces.
Some 84% of marketers say they post influencer content on their brand's organic social channels, 72% promote influencer content with paid social media, 50% feature influencer content on their websites, and 40% include influencer content in email campaigns.
Brands say they turn to influencers to create content relevant to target audiences (73% of marketers who pay for influencer content cite it as a motivation), as well as for authenticity (72%) and to drive engagement (60%).
Marketers measure the success of influencer content by looking at engagement (93% pay attention to it), reach (75%), and impressions/views (73%).
About the research: The report was based on data from a survey of 207 B2C marketers who work for firms in a wide range of industries, including CPG, food and beverage, and retail.
Continue reading "How Brands Are Using Influencer Content" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Content:
- How to Build Trust With Data Visualization: Caroline Jerome on Marketing Smarts [Podcast]
- How Employee Advocacy Can Improve Your Content Marketing Performance
- Storytelling in B2B: Bobby Lehew on Marketing Smarts [Podcast]
- No Time to Create Content? Turn One Webinar Into Nine Marketing Pieces in Less Than 14 Days... Without Killing Yourself
- A 17-Step Process for Creating High-Performing Articles [Infographic]