This article suggests that influencer marketing is slated to cross $22 billion in revenues by the end of 2022. With COVID, we have seen large consumer shifts from retail to ecommerce and a rise in mobile app-based sales. The big question is—should brands focus influencer marketing efforts on ROI or building awareness. It is much easier to track ROI these days with all the ad metrics and analytics tools at our disposal, especially as stages of the purchase funnel converge and considerations and purchase often happen within essentially one step. However, awareness is increasingly important with such saturated markets and consumers inherently drawn to the familiar. Consumers often rely on word of mouth and recommendations from friends and family and crave more of the how-to-tutorials than product offers/promotions content. Consumers turn to influencers for guidance and have an appetite for awareness messaging and companies should market accordingly.
https://martechseries.com/analytics/roi-vs-awareness-influencer-marketings-billion-dollar-question/
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