The report was based on data from a survey of 100 US-based marketing professionals who work for brands or agencies.
Some 59% of respondents say they typically find social media influencers for campaigns by contacting them directly.
More than one-third (35%) say the influencers themselves typically reach out to the brand.
Respondents say they evaluate social media influencers by looking at the quality/authenticity of their content (75% say they look for) and their audience size (70%).
Marketers say they run social media influencer campaigns to grow brand awareness (76% cite it as a reason), reach new audiences (71%), and increase their brand's social media following (54%).
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