As the latest release of “The State of Influencer Marketing in Fashion, Luxury & Cosmetics” report prepared by LaunchMetrics stated, nearly 80% of brands in fashion work with influencers, out of which 46 percent prefer to work with micro-influencers (10k-100k followers), 34% - with macro-influencers (100k-500k followers), and only 9% and 11% opted for mega-influencers (500k-1.5m followers) and celebrities (>1.5m followers) respectively.
The most important factor to select the right influencer is the quality of the content and engagement rate. For 15% of the brands, the influencer’s niche matters the most. The number of followers is the decisive factor only for 8% of brands.
The leading scenario of attracting an influencer is usually a product launch, since influencing marketing is effective primarily in creating brand awareness and loyalty. Successful campaigns also boost sales. Other scenarios may include event collaborations and content promotion.
The key indicators for the campaign effectiveness are social media engagement, web traffic, and impact on sales.
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