Creator agency Billion Dollar Boy commissioned a Censuswide study of more than 4,000 consumers and over 500 senior marketers and brand managers in the US and UK. The reasons for investing more in brand partnerships with content creators included:
- Improves the authenticity of the content/partnership (36%)
- Delivers strong ROI (34%)
- Delivers better campaign engagement (32%)
- More cost-effective (28%)
- Increases recall (28%)
Why influencer marketing matters
Research by Snapchat and Magna has found that nine out of ten consumers are “somewhat or very” receptive to influencer content, with Gen Z leading the way as the most receptive. The most successful partnership was found to be sponsored video content. Moreover, influencer marketing “leaders” – defined as the top 20% of brands using this strategy – have stronger results across multiple metrics.
“Our research shows how [brand ambassadors] are making a resurgence as brands recognise their value in reaching niche communities and navigating the complexities of the modern marketing landscape, with trusted and agile relationships enabling brands to move at the ‘speed of culture’”
said Thomas Walters, Europe CEO and co-founder, Billion Dollar Boy.
Sourced from Billion Dollar Boy, WARC
Source: warc.com
