Does influencer marketing really pay off?

Marketers could achieved a 16.6% increase in engagement by optimizing influencer marketing budgets

Nov 25, 2022

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.

Get the full story at Harvard Business Review

Related must-reads