The report was based on data from a survey of 181 marketers whose firms run influencer campaigns. Respondents work in a range of B2C industries, including CPG, food/beverage, and retail.
Some 39% of respondents say they plan to increase their spend on influencer marketing this year; 21% plan to spend the same as in 2017; and 5% plan to decrease their spend.
The top influencer marketing trends that respondents foresee adopting this year are running programs that leverage multiple types of influencers (52% say so) and using influencer content to improve performance on other channels (44%).
Respondents expect that the top influencer marketing challenges of 2018 will be determining ROI (76% say so) and dealing with social network algorithm changes that will make organic content less visible (42%).
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