More brands are including influencers in their digital marketing plans. Based on research released by Burst Media earlier this month, influencer marketing pays off. The digital advertising solutions provider looked at 48 influencer marketing programs for US advertisers across 15 industry verticals and used 662 influencers.
According to the study, advertisers who implemented an influencer marketing program in 2014 earned $6.85 in media value on average for every $1 they spent on paid media for such programs. However, that return varied greatly across advertiser categories. Consumer packaged goods (CPG) advertisers in the food industry saw an average earned media value of $11.33—the highest, and due largely to a target audience of mothers, who are a heavily engaged social audience, as well as highly appealing imagery—followed closely by retailers and apparel brands. Tourist destinations and travel also saw an above-average earned media value. Meanwhile, the grocers and supermarkets, shoes, and toys and games categories all fell below average, with the home and garden group trailing much further behind…
