Fashion and Beauty Monitor’s The Rise of Influencers report, in association with Econsultancy, assesses how brands are approaching influencer marketing and with what success. Over the past couple of years, more and more brands have begun to align themselves with social media influencers as a result of customers expressing increasing preference for ‘authentic’ opinion over and above the voice of the brand itself. This represents a completely new way of working, and this report considers the key trends in working with influencers, the challenges marketers face, and the definition of an ‘influencer’.
- A healthy majority of brands already have an influencer marketing programme underway.
- Identifying the right influencer is a time-consuming and difficult process, with many currently managing this in-house.
- Engagement with influencers is becoming more challenging as influencers have become savvier about who they can work with and what they can demand.
- Relevance in terms of subject area is seen by a majority as the most important factor in choosing the right influencer, more so than reach.
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