More than just beauty brands
Recently, more and more brands and companies are leveraging influencers to drive engagement and awareness, and usage isn’t slowing. Marketers are teaming up with influencers for content creation and promotion. Teva, ShopStyle and Dr. Pepper are just recent examples of this growing trend which has produced impressive results.
Influencer marketing is growing
A recent survey found the beauty and fashion industry has also allocated a percentage of their budget to influencer marketing. The research was conducted by Econsultancy, a company focused at providing comprehensive research into digital marketing and ecommerce. Conducted in December 2015, the survey, sponsored by Fashion and Beauty Monitor, polled 348 marketing professionals. Their pool of professionals came primarily from the UK and US fashion and beauty industries.
Influencer marketing was found to be in most budgets to some degree. Almost half of respondents surveyed indicated that they spent less than 10% of their overall budget on influencer marketing. Likewise, nearly one-third said they spend approximately 10% to 29% of their total budget on influencer marketing.
Indeed, of the UK and US beauty fashion industry marketing professionals surveyed, roughly 18% said that 30% to 49% of their overall budget was spent on influencer marketing. Not surprisingly, only 8% reported allocating 50% to 75% of their budget to it.
And it works
With influencer marketing on the rise, it is estimated that, in the next 12 months, around 84% of marketing and communications professionals worldwide will launch at least one campaign involving an influencer. Those brands who have already done so have been happy with the results. When it comes to influencer marketing, content is a driving force of campaigns. More than two-thirds of marketing and communications professionals cited content promotion as a tactic for which they engaged with influencers.
Needle in the haystack
However, there are several challenges marketers face when going with influencers for their campaigns. Quite possibly the biggest challenge when rolling out an influencer engagement strategy is identifying the right influencers. In fact, a May 2015 survey by Augure and Schlesinger Associates found that three-quarters of marketing and communications professionals worldwide said they experienced difficulty in finding the right influencer. Other challenges faced center around getting an influencers’ attention and measuring efforts.