Influencer Marketing Continues to be a Hot Category for Marketers in 2021

by Kylie Stanley, Public Relations Technician

Influencer marketing is one of the top forms of marketing, especially in 2021. With influencer marketing being in demand, marketers must use it to seek their target audience.

In a recent report from Linqia, “State of Influencer Marketing,” they outline some of their key findings. While this report is focused on enterprise marketers, these broader B2C influencer marketing trends eventually make their way down to the B2B market.

Here are some of the key highlights:

  • Interest in using TikTok in influencer marketing campaigns rose 325% in just one year
  • 90% of enterprise marketers wanted to work with micro-influencers
  • Marketers are working with significantly fewer influencers than three years ago
  • 86% of respondents are already using shoppable links to allow consumers to go from inspiration to purchase instantly
  • 65% of respondents indicated that measuring ROI continues to be the biggest pain point in influencer marketing

It’s no surprise that the top two platforms are TikTok and Instagram as video content is continuing to grow within influencer channels. In fact, one in three marketers said it is extremely important.

Influencers are more than just their audience; they also create compelling content across channels and this is why they’re so effective.

What changes are you making to your Influencer Marketing Program for 2021?

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