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NEW RESEARCH REVEALS INFLUENCER MARKETING AS CRITICAL TO BRANDS’ SOCIAL
STRATEGIES

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8 IN 10 SOCIAL MARKETERS DESCRIBE INFLUENCER MARKETING AS ESSENTIAL TO THEIR
SOCIAL STRATEGIES IN NEW RESEARCH BY SPROUT SOCIAL

 

CHICAGO, August 29, 2023 – Today’s consumers are turning to social media to
discover new trends, products and brands. However, in a crowded market, brands
must create increasingly personalized and authentic content in order to engage
their customers and new audiences across social. According to new research
released by Sprout Social, an industry-leading provider of social media
management software, influencer marketing is a key strategy in bolstering a
brand’s social presence with 81% of social marketers describing influencer
marketing as an essential part of their social media strategy. By combining
social and influencer content, brands are gaining a competitive advantage and
building brand awareness necessary for long-term business growth. 

The research, which surveyed more than 300 US-based social marketers, found that
social marketers rate influencer marketing as having a significant impact on
their brand’s marketing efforts, listing reaching new audiences, boosting
engagement rates and enhancing brand authenticity and trust as the three most
valuable benefits. 

As influencer marketing proves critical to social strategies, brands are
increasingly making it part of their social budgets. According to the data, 73%
of those surveyed said their influencer marketing budget is shared with their
social budget. As organizations continue to unify these strategies and budgets,
it will be important to also streamline workflows and efforts to deliver the
most effective results.

> “We know that social media is the channel for creating authentic and
> unforgettable connections between consumers and brands,” said Jamie Gilpin,
> Chief Marketing Officer at Sprout Social. “The pressure to stand out and need
> for personalized content is only increasing and influencer marketing is
> enabling brands to bolster authenticity and differentiate themselves to
> consumers on social. Our research reveals that brands are realizing the
> necessary role influencers play in reaching new and growing audiences, and
> those who effectively implement it into their existing social and marketing
> strategies will be better able to compete and drive lasting business impact.” 

As consumers continue to place an emphasis on personalized content, marketers
are prioritizing influencers with more targeted audiences that best match their
customer base. The research revealed that 70% of social marketers see the most
impact from macro-influencers (100K to 1M followers) followed by 43% seeing the
most impact with micro-influencers (10K – 100K followers). 

Additional key findings include:

 * Social marketers cite Instagram (86%) as the top platform for their brand’s
   influencer marketing efforts, followed by Facebook (78%) and TikTok (70%). 
 * In terms of influencer-led content, brands are most focused on giveaways
   (65%), product collaborations (62%) and influencer-led advertisements (57%).
 * To secure internal buy-in for influencer marketing, a majority of those
   surveyed (58%) say that social engagement data is the most important metric,
   followed by conversion rates (48%) which include sales, sign-ups and
   downloads.
 * A majority (52%) of brands are using dedicated influencer marketing
   platforms. 
 * When asked how their brands ensure authenticity in their influencer marketing
   campaigns a majority of marketers said they encourage influencers to share
   their real experiences (62%), collaborate closely with influencers on content
   creation (59%) and choose influencers who are genuine fans of their product
   (50%). 
 * When asked how they assess influencers prior to collaboration, marketers say
   they look for influencers who already post about similar products or services
   (62%), they evaluate engagement metrics (52%) and monitor their interactions
   with their audience (51%). 

Learn more about how brands can unify their influencer marketing and social
media management strategies with Sprout’s recent acquisition of Tagger Media. 

About the data 

The data referenced was collected via online survey from 307 US-based social
marketers between August 16-21, 2023. Participants selected were those who were
responsible for their brand’s social media strategy and utilized influencer
marketing in their brand strategy.  The experience level of the participants
includes Manager or Senior Manager (55%), Director or Senior Director (35%),
Vice President (4%), or Executive (6%). Participants were from B2C (36%), B2B
(16%), or a combination of the B2B and B2C (48%) organizations.  

About Sprout Social

Sprout Social is a global leader in social media management and analytics
software. Sprout’s intuitive platform puts powerful social data into the hands
of more than 34,000 brands so they can deliver smarter, faster business impact.
With a full suite of social media management solutions, Sprout offers
comprehensive publishing and engagement functionality, customer care, influencer
marketing, advocacy, and AI-powered business intelligence. Sprout’s
award-winning software operates across all major social media networks and
digital platforms. For more information about Sprout Social (NASDAQ: SPT), visit
sproutsocial.com.



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sproutsocial.com Open in urlscan Pro 18.165.183.107 Public Scan

Form analysis 3 forms found in the DOM

https://sproutsocial.com/insights

https://sproutsocial.com/insights

https://sproutsocial.com/insights

Text Content

sproutsocial.com Open in urlscan Pro
18.165.183.107 Public Scan

Form analysis
3 forms found in the DOM