As concerns about ad blocking grow, influencer marketing is becoming more important to brands. YouTube, Instagram and Snapchat have become popular channels, and new tools are making it easier to work with influencers, as explored in a new eMarketer report, “Influencer Marketing for US Brands: The Platforms to Watch, and the Best Ways to Work with Creators.”
Digital agency executives also report rising interest in influencer marketing among their clients.
“Influencers are such an important part of what brands are doing today,” said Greg Manago, Co-President of Mindshare Content+ Entertainment, North America. “The question [from clients] isn’t, ‘We want to do something with influencers; what do you think?’ It’s, ‘What’s the influencer strategy for this program?’”
According to Altimeter Group’s “State of Social Business” study, 35% of social media professionals polled in Q2 2015 considered their use of influencer marketing to be at a mature stage, and only 14% had no plans to use it as part of their social strategy.
You can see the full report here, with more insights from across the industry, here: http://www.emarketer.com/Article/Influencer-Marketing-Rapidly-Gaining-Popularity-Among-Brand-Marketers/1013563