We are finally starting to see a shift in advertising dollars. This is a topic that we have been advocating for some time now. Our products are designed to not only break market segments for our clients but also position them as the influencer within their industries. Social media is long-term investment. One that should be discussed directly with the CFO. Social in a nutshell is an administrative cost, not a marketing expense. - Rod Ponce, CIO
For a strategy once defined by Millennial audiences and consumer-focused brands, influencer marketing has undergone a significant shift in the last year, gaining the trust of marketers across all industries. Recent research has found that 86 percent of marketers used influencer marketing in 2016, and nearly half plan to increase their budgets over the next year.
A number of factors have contributed to this enthusiasm, including consumer distrust of traditional advertising and better tools for measuring influencer marketing ROI. Here are just a few of the reasons we think marketers are right to embrace influencers:
According to a study from Reuters, ad-blocking software is on the rise. Nearly 25 percent of American consumers now use it, but that number reaches 44 percent for ages 18-24, suggesting that the future is largely ad-free. Not only will influencer content bypass ad-blockers, but users will most likely be viewing the content because they actively chose to read it, not because it was an interruption.
As ad-free content becomes the norm, advertisers need ways to attract attention in an organic and genuine manner.