{"id":31096,"date":"2022-06-05T11:47:09","date_gmt":"2022-06-05T08:47:09","guid":{"rendered":"https:\/\/www.adcore.com\/blog\/?p=31096"},"modified":"2023-07-17T17:48:37","modified_gmt":"2023-07-17T14:48:37","slug":"study-reveals-what-makes-influencer-marketing-so-successful","status":"publish","type":"post","link":"https:\/\/www.adcore.com\/blog\/study-reveals-what-makes-influencer-marketing-so-successful\/","title":{"rendered":"Study Reveals What Makes Influencer Marketing So Successful"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"31096\" class=\"elementor elementor-31096\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-37576626 elementor-section-full_width elementor-section-height-default elementor-section-height-default\" data-id=\"37576626\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3884546a\" data-id=\"3884546a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3d2f8574 MicroFont elementor-widget elementor-widget-text-editor\" data-id=\"3d2f8574\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<h2><span style=\"font-weight: 400;\">Everything You Need To Know in Less Than 50 Words<\/span><\/h2><p><strong>Influencer marketing data can be difficult to access. Yet, researchers have looked at metrics to assess the factors that increase the likelihood of success with influencer marketing campaigns. The findings are relevant for brands looking to partner with influencers or for marketers who need to develop guidelines for their influencer partners.<\/strong><\/p><h2><span style=\"font-weight: 400;\">Tell Me More<\/span><\/h2><p><span style=\"font-weight: 400;\">A growing number of brands are focusing on influencer marketing. These content creators are monetizing their social media presence by promoting products and services to their audience. This practice has transformed some industries, such as the beauty industry where <\/span><a href=\"https:\/\/www.statista.com\/statistics\/1292842\/impact-of-influencers-on-beauty-shoppers-in-the-united-states\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">74% of Gen Z shoppers<\/span><\/a><span style=\"font-weight: 400;\"> primarily listen to influencers to make purchase decisions.<\/span><\/p><p><span style=\"font-weight: 400;\">Brands are flocking to platforms like Instagram, YouTube, or TikTok where interest from brands went up by <\/span><a href=\"https:\/\/www.linqia.com\/insights\/the-state-of-influencer-marketing-2021\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">more than 300% in 2021 alone<\/span><\/a><span style=\"font-weight: 400;\">. However, influencer marketing is still a new practice, and marketers often lack the data needed to make sound decisions.<\/span><\/p><p><span style=\"font-weight: 400;\">Researchers from Colorado State University recently published a study that takes a closer look at what makes influences successful to help brands identify the partnerships with the highest potential ROI.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-76f3cbf elementor-widget elementor-widget-template\" data-id=\"76f3cbf\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29329\" class=\"elementor elementor-29329\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-486a9019 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"486a9019\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-6ed64254\" data-id=\"6ed64254\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-281ae6ce elementor-widget elementor-widget-image\" data-id=\"281ae6ce\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"20\" height=\"14\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/04\/Group-10466.svg\" class=\"attachment-full size-full wp-image-28055\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4dc8e19 elementor-widget elementor-widget-heading\" data-id=\"4dc8e19\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><p class=\"elementor-heading-title elementor-size-default\">Influencer marketing data can be difficult to access. Yet, researchers have found the likelihood of success with influencer marketing campaigns.<\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-78ea5e3 MicroFont elementor-widget elementor-widget-text-editor\" data-id=\"78ea5e3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h3><span style=\"font-weight: 400;\">The Research<\/span><\/h3><p><span style=\"font-weight: 400;\">The study, published by the <\/span><i><span style=\"font-weight: 400;\">Journal of Marketing<\/span><\/i><span style=\"font-weight: 400;\">, is the result of<\/span><a href=\"https:\/\/biz.source.colostate.edu\/most-effective-influencer-marketing-tactics\/\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">five co-authors<\/span><\/a><span style=\"font-weight: 400;\"> collecting data from various influencers. Jonathan Zhang, Fanni Leung, Flora Giu, Victor Li, and Rob Palmatier knew that there were many success stories regarding influencer marketing but noticed that brands didn\u2019t have access to a formula to recreate successful influencer marketing campaigns.<\/span><\/p><h3><span style=\"font-weight: 400;\">The Methodology<\/span><\/h3><p><span style=\"font-weight: 400;\">The five researchers looked at the characteristics of different influencers, the kind of content they share, and who their audience is. They also tracked the number of social shares and reposts to assess the success of a campaign since brands don\u2019t share sales numbers.<\/span><\/p><h3><span style=\"font-weight: 400;\">The Findings<\/span><\/h3><p><span style=\"font-weight: 400;\">One of the assumptions the researchers wanted to verify is that influencers with a large following would be able to generate the most engagement and the highest ROI. However, the study found that influencers with a smaller audience saw the most engagement.<\/span><\/p><p><span style=\"font-weight: 400;\">It suggests that micro-influencers can establish a stronger connection with their audience. Plus, micro-influencers are <\/span><a href=\"https:\/\/www.emarketer.com\/content\/small-influencers-poised-win-more-brand-followers-2022\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">more likely to be available for partnerships<\/span><\/a><span style=\"font-weight: 400;\"> and to offer more affordable pricing for brands.<\/span><\/p><p><span style=\"font-weight: 400;\">The study also looked at how often influencers should post to get the best results possible. The five researchers found that influencers who didn\u2019t post regularly were unable to connect with their audience, but frequent posts weren\u2019t a good option either since followers tended to overlook the content.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f57d0de elementor-widget elementor-widget-template\" data-id=\"f57d0de\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29332\" class=\"elementor elementor-29332\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6c9eca04 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6c9eca04\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4798cb28\" data-id=\"4798cb28\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-65cc919a elementor-hidden-desktop elementor-widget elementor-widget-shortcode\" data-id=\"65cc919a\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-shortcode\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f28319-o1\" lang=\"en-US\" dir=\"ltr\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/blog\/wp-json\/wp\/v2\/posts\/31096#wpcf7-f28319-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<div style=\"display: none;\">\n<input type=\"hidden\" name=\"_wpcf7\" value=\"28319\" \/>\n<input type=\"hidden\" name=\"_wpcf7_version\" value=\"5.9.6\" \/>\n<input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/>\n<input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f28319-o1\" \/>\n<input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/>\n<input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/div>\n<div class=\"yos mobile\">\n\t<div class=\"post-contact\">\n\t\t<p class=\"title\">Get exclusive CMO tips that I only share with email subscribers.\n\t\t<\/p>\n\t\t<div class=\"form-item\">\n\t\t\t<p class=\"input\"><span class=\"wpcf7-form-control-wrap\" data-name=\"email-001\"><input size=\"40\" maxlength=\"80\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Email address\" value=\"\" type=\"email\" name=\"email-001\" \/><\/span>\n\t\t\t<\/p>\n\t\t\t<p class=\"send\"><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"SUBSCRIBE\" \/>\n\t\t\t<\/p>\n\t\t<\/div>\n\t\t<p class=\"yos-img\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2022\/05\/NEW_YOS.png\" \/>\n\t\t<\/p>\n\t<\/div>\n<\/div><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1db27e3 MicroFont elementor-widget elementor-widget-text-editor\" data-id=\"1db27e3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Another noteworthy finding is that the products or services promoted need to align with the profile of the influencer and the target audience. However, if there is too much overlap, the influencer can fail to deliver value since the target audience will not be able to learn anything new through their content.<\/span><\/p><p><span style=\"font-weight: 400;\">The importance of authenticity was another valuable finding from the study. The researchers found that followers responded well to content created from scratch by influencers rather than content that originated from brands.<\/span><\/p><p><span style=\"font-weight: 400;\">Influencers can come across as more genuine and trustworthy if they use their voice, even if it means sharing a few negative points about the product or service they\u2019re promoting.<\/span><\/p><h2><span style=\"font-weight: 400;\">What Does it Mean for Marketers?<\/span><\/h2><p><span style=\"font-weight: 400;\">While this study has a few limitations, especially given the lack of sales data, the findings are valuable for marketers looking to identify the right influencers for a campaign. It can also help develop guidelines that encourage influencers to create unique content to connect with their audience.<\/span><\/p><p><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/phys.org\/news\/2022-05-effective-tactics.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">phys.org<\/span><\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Influencer marketing data can be difficult to access. Yet, researchers have looked at metrics to assess the factors that increase the likelihood of success with influencer marketing campaigns. The findings are relevant for brands looking to partner with influencers or&#8230;<\/p>\n","protected":false},"author":21,"featured_media":31241,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[{"category_link":"https:\/\/www.adcore.com\/blog\/all\/","category_name":"All"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/","category_name":"Marketing"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/marketing-news\/","category_name":"Marketing News"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/research\/","category_name":"Research"}],"tags":[],"authors":[],"article_types":[180],"staff_picks":[],"promotions":[178],"class_list":["post-31096","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all","category-marketing","category-marketing-news","category-research","article_types-news","promotions-microsoft-coupon"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/31096","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/comments?post=31096"}],"version-history":[{"count":15,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/31096\/revisions"}],"predecessor-version":[{"id":31977,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/31096\/revisions\/31977"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media\/31241"}],"wp:attachment":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media?parent=31096"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/categories?post=31096"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/tags?post=31096"},{"taxonomy":"authors","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/authors?post=31096"},{"taxonomy":"article_types","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/article_types?post=31096"},{"taxonomy":"staff_picks","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/staff_picks?post=31096"},{"taxonomy":"promotions","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/promotions?post=31096"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}