Influencer marketing will be an increasing focus for marketers globally, according to a survey by content marketing platform Linqia.
86% of marketers reported using influencer marketing in 2017, with 92% of them finding it to be an effective strategy. 39% of marketers surveyed said they would increase influencer marketing budgets this year.
A key challenge for those using influencer marketing is to measure its success and return on investment. 42% found frequent changes to social network algorithms the second biggest challenge.
Instagram continues to be the platform of choice for influencer marketing, chosen by 92% of marketers. Facebook and specialist blogs were the second and third platforms of choice.
Former influencer darling Snapchat is falling from favour, with many influencers leaving the platform in favor of Instagram stories’ stronger user base.