4 keys to savvy influencer marketing campaigns
Obstacles abound, such as consumers’ plummeting trust and waning attention spans. Here’s how to make this approach work for you without busting your budget.
Global influencer spending will run as much as $10 billion by 2020, but all that money can’t buy trust.
Consumer trust in what influencers have to say sits at just 4%, and advertising has a trust level of 37%—behind banking, energy, and telecommunications—according to Edelman’s most recent trust barometer.
In addition, the average human being has an attention span of eight seconds, according to one study—a sharp decrease from the average attention span of 12 seconds in 2000, when the mobile revolution began.
It’s more important than ever to be thoughtful and strategic when embarking upon influencer marketing.
Here are four tips for cutting through the noise and developing influencer marketing opportunities that matter:
1. Partner with authentic influencers. CEO influencers who resonate with consumers are transparent and forthright. A poll conducted by our agency revealed that 64% of users online responded positively to Elon Musk, as opposed to 7% for Mark Zuckerberg.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
