Does influencer marketing really pay off?
Marketers could achieved a 16.6% increase in engagement by optimizing influencer marketing budgets
To quantify the ROI of influencer marketing, a new study analyzed engagement for more than 5,800 influencer posts and identified seven key variables that drive a campaign’s effectiveness, including characteristics of both the influencer and of their individual posts.
Key takeaways
- Many companies are designing campaigns that leave substantial value on the table;
- The average firm could have achieved a 16.6% increase in engagement simply by optimizing how they allocated their influencer marketing budgets;
- When developing posts, brands should strike a medium-positive tone and avoid focusing on new product launches.
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