Influencer marketing has skyrocketed, with brands turning more and more to digital creators to expand the reach, engagement and impact of their campaigns. At Chute, we want to better understand the current needs, hurdles and advantages marketers face when it comes to working with this new class of celebrity. Recently we launched two reports on influencer marketing, one looks at influencer preferences and experiences working with marketers while the other asks marketers about their strategies and influencers. Here are 5 stats around influencers that we thought were fascinating from both reports.

Learn more by reading both free reports:
The 2016 Influencer Marketing Report
Influencers Respond: The State of Influencer Marketing Report

  1. Currently, 66% of marketers have introduced an influencer marketing strategy
    Meanwhile 34% don’t. Why have so many adopted this form of marketing? The top reason, according to 80% of respondents, was to reach a new audience, and 70% specifically wanted to reach a niche audience.
  2. 87% manage their influencer marketing completely manually.
    But they definitely don’t want to be. The top tactics marketers wish could be automated? Measuring ROI, tracking influence and influencer discovery.
  3. 95% of influencers say brands reach out to them.
    While 55% do take initiative to message brands, marketers are still the ones who are typically starting relationships with influencers.
  4. The top reason an influencer would choose to never work with a brand again? Being overly controlling of content.
    69% of influencers want a bit of guidance to make sure they can meet the goals of your campaign, but it’s important to remember that influencers are not freelancers creating content for your brand. Marketers work with influencers to reach the audience that they’ve carefully built and know best. If you don’t feel you can trust the influencer to make quality content, then you may want to question why you’re working with them in the first place.
  5. 89% work with and/or discover influencers on Instagram.
    This makes Instagram the top platform for influencer marketing. This comes down to a few factors. One, it’s one of the easiest platforms to discover key creators thanks to tagging – whether by hashtag, tagging your account, or including a geo-location. Two, the cost tends to be lower. You can definitely find creators with huge followings who bring in major dollars, but many influencers charge a lower rate for an Instagram post versus a Youtube video, so marketers can work with more people. Now, it’s of course important to keep in mind the goals of your campaign – each platform offers different audiences, engagement and effects.


About The Author

Monica is a book hoarder and gets overexcited about community-driven marketing. She lives in New York City and dreams of a day when a landlord will let her have a cat.