Influencer marketing is no longer an unfamiliar territory. The industry is projected to be a $15 billion global industry by 2022, up from $8 billion in 2019. It’s no surprise then that CMOs continue to emphasise influencer marketing strategies in their plans.
74% of CMOs surveyed in the 2019-2020 Gartner CMO Spend Survey planned to increase their social marketing (including influencer marketing) spending while 65% planned to roll out full or pilot influencer campaigns, with an estimated $6.5 billion having gone toward such campaigns in 2019. But just because investment in influencer campaigns is an important consideration does not mean it’s a simple task.
The widening catalogue of highly used social platforms, issues of fake followers and inauthentic engagement, and the intricacies of influencer selection contribute to an influencer landscape defined by constantly escalating complexity. On top of this, marketers are challenged to think holistically about where influencers fit within their broader marketing strategy.
To overcome these challenges and ensure long-term success, it …