Influencer Marketing Platform Buyers Guide

Once dismissed as a fad, influencer marketing has grown to become a key component of the marketing mix for consumer brands, and is also making inroads into the world of B2B.

In 2023 the influencer marketing industry is expected to be worth $21billion, compared to $16billion in the previous year.

There are a number of drivers behind this growth. Trust in conventional advertising is difficult to measure because it varies a lot between different demographics and industries, but in a lot of areas it’s falling, while online influencers are often seen by consumers as being more credible and trustworthy.

On top of this, many influencers have built hyper-focused audiences within their specific niche, offering a way for brands to target the exact consumer profiles they need, something that is much more difficult through other marketing channels. And, while not always the case, influencer marketing can offer impressive ROI when executed well.

83% of companies believe influencer marketing to be an effective form of marketing.

So it’s not surprising that marketers continue to see value in working with influencers and, as it grows into a distinct discipline, influencer marketing increasingly requires a specific set of skills and tools to identify the right influencers, scale campaigns, and deliver the best results.

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