Digital Marketing Researches & Reports

The State of Influencer Marketing, 2017 | Linqia

Influencer Marketing | Global

Influencer marketing saw explosive growth in 2016, by a majority of marketers have used the tactic, with the content being the top driver, 94% found it effective.

Below are valuable key insights that can help marketers to inform their 2017 influencer marketing strategy:

  • The 2 top benefits of influencer marketing are creating authentic content about their brand (89%) & drive engagement with their product/brand 77%.
  • Budgets are increasing in 2017 to $50,000 – $100,000 per influencer marketing program.
  • 48% of marketers planning to increase their influencer marketing budgets in 2017 and only 4% planning to decrease their investment in the channel.
  • 78% of marketers think that measuring the ROI of influencer marketing as their top challenge for 2017.
  • Half the marketers reporting that cost-per-click (CPC) (25%) & cost-per-engagement (CPE) (25%) pricing models are the most effective for driving results.
  • Facebook (87%) & Instagram (87%) are the most used social media platforms to their influencer marketing strategy.
The State of Influencer Marketing, 2017 | Linqia 1 | Digital Marketing Community

                                 A Graph Shows the Average Time Used for Managing an Intire Influencer Marketing Program in 2017


This survey was conducted in November 2016 across a variety of industries, including CPG, Food & Beverage, Media, Retail. 170 marketers have participated, half of them (48%) were marketing managers, 19% were directors, 7% were VP/SVP/EVP, and the rest of them were between the C-level and assistant/coordinator.


Linqia combines the science and accountability of online media with award-winning service to deliver guaranteed influencer marketing results for clients. Their AI-driven platform and a team of experts are leading the transformation of influencer marketing into a scalable media channel. The Linqia platform also serves as a social content lab, where marketers can organically test and amplify the best performing influencer content to drive greater ROI from their paid, owned and earned media.

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