Survey: What Marketers Need to Know About Influencers

A survey of a small group of influencers revealed that the thing they like least about working with brands is not being valued for the work they provide.

Influencer marketing is slated as the next big thing in marketing and even big brands are engaging with influencers to reach young and engaged audiences. However, there’s a key component that brands and marketers need to pay attention to: How the influencers operate.

Crowdtap, a marketplace that connects influencers with brands and agencies, conducted a survey of influencers, and the results provide insights into the thought patterns and behaviors of influential digital creatives. The survey examined everything from which networks influencers prefer, to how they feel about editorial guidelines.

Mostly, influencers care greatly for the audiences they have built. 44.07 percent of influencers surveyed chose their opportunities based on how relevant it was to their audience. 49.15 percent said they were most likely to collaborate with a brand multiple times, if the brand approached only with a offers that fit their topic or audience. In fact, 81.36 percent take inspiration for content from their audiences, so working with an influencer means working with their audience.

Engaging with and identifying the right influencers is still problematic for marketers, so it’s important to know where to look. 81.36 percent of influencers surveyed said their primary channel for publishing content was blogs; 15 percent used short form sites like Instagram and Vine.

In keeping with the idea that cross-promotion is an important part of any successful digital strategy, 100 percent of survey participants used Instagram as part of their strategy, 93.22 percent used Twitter, and 86.44 percent used Facebook. Smaller sites like Snapchat and Vine are not to be discounted as 47.46 percent of the survey participants used the former and 15.25 percent used the latter.

Influencers also participate in a number of networks, such as TapInfluence, Collective Bias, and IZEA. 74.55 percent of influencers choose their influencer marketplaces based on the quality of opportunities and brands that participate, so be sure to sign up if your business wants to connect to high quality influencers.

Lastly, influencers want to work with companies and brands that respect their craft. Among the biggest misconceptions that brands have regarding influencers, is that they will work for free, or for products, or that the work they do takes minimal time and effort. 67.8 percent choose to continue working with brands because they believe they’re receiving competitive compensation. When asked what they least liked about partnering with a brand the answer was clear: Low to no compensation, and not valuing the influencer.

Publish date: November 5, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT