Our new research featured in The Drum shows how online influencer content now accounts for almost a fifth of consumer media consumption.
Our Good Relations survey of over 1000 people found more than half (57%) have made a purchase based solely on influencer recommendations. This rises to 69% for Millennials.
Only friends and family recommendations are more important on purchase decisions.
Our research demonstrates that having a strategic influencer marketing programme has become a necessity for all brands, whoever they are targeting. It’s a channel that demands the attention and budget to reflect the way consumers use and rely on influencers when making purchasing decisions. Despite the report’s findings, we are still seeing a great disparity in the way CMOs are approaching budget allocation; on-balance favouring traditional platforms, even when the evidence points to a need to amplify influencer spend.
So what’s your influencer marketing strategy?