The State of Influencer Marketing 2018

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81% of marketers are using influencer content in other channels

51% reporting that it outperforms brand-created content

The results are in…. 39% of marketers plan to increase their influencer marketing budgets in 2018, with only 5% planning a decrease. The State of Influencer Marketing 2018 provides key insights into how brands and agencies view influencer marketing going into 2018.

Key findings from this report include:

86% of marketers used influencer marketing in 2017, 92% of whom found it to be effective
92% of marketers cite Instagram as the most important social network for influencer marketing in 2018, followed by Facebook (77%). At 71%, blogs are a close third, up from 48% last year.
52% of marketers are planning programs that leverage multiple types of influencers (celebrities, top-tier, bloggers, micro-influencers) as part of an integrated strategy.
44% of marketers plan to use influencer content to improve the performance of other digital channels and 36% will integrate influencer content with e-commerce to drive product sales in 2018.

T he State of Influencer Marketing 2018 includes responses from 181 marketers across across a variety of industries, including CPG, Food & Beverage, Media, Retail, as well as their agencies.