How modern brands are leveraging the power of digital influencers to create content and cultivate new audiences.
It wasn’t that long ago that the word “influencer” was rather vague and hazy. It wasn’t clear if influencers were a marketing tactic to test, let alone roll into the marketing mix. But now, thanks to the success of influencer programs, billions of dollars are being pumped into the campaigns as influencer marketing goes mainstream.
According to a study from ANA and PQ Media, total brand spending on influencer marketing is projected to reach $101 billion by 2020, up from $81 billion last year. When you combine brand spending and operator revenues—includes contracted firms, such as agencies and media companies—$167 billion is expected to be earmarked for influencer programs by 2020, up from $130 billion in 2016.
It may come as no surprise that social media is the fastest growing influencer marketing channel, besting word-of-mouth, PR and customer service and telesales.
Last month, Marriott Rewards introduced a series for the first time on Snapchat, with each of the four “snapisodes” hosted by a top social media influencer. The series, “Six Days, Seven Nights," was developed specifically for the mobile app to educate Millennials about its loyalty program. The first episode debuted March 30 starring Jen Levinson, a notoriously picky eater who sets out to broaden her palate and discover the best food in Berlin. She squirms and tries “not to vomit” when tasting dishes like currywurst and frog legs, but ultimately finds meals she likes, including what she calls “slimy” frog legs.
Source: Chief Marketer