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%).
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. 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