Aligning marketers and influencers:
Shifting perspectives on influencer marketing across the funnel
The influencer landscape is shifting
When you discover how the perspectives of influencers differ — and align — with marketers, you can create a powerful influencer marketing engine. Read this important new research to find out just what influencers and marketers think about the industry, themselves — and each other.
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“It's working with people who are credible, authentic, and who make the right type of content that we're excited by. It's just so much more powerful to reach out to their audience who they have a really strong and trusted relationship with.”
Michael Flatt, Director of Global Integrated Marketing of Xbox
Four key findings from the research
WARC (World Advertising Research Center) and impact.com surveyed 400 influencers and 400 marketers from around the world to find out what they think about influencer marketing — and each other. Here's a taste of what you'll find in the report:
1
Influencer marketing is seeing increased spending, social media trends, innovation, and cultural shifts — creating new opportunities that other advertising channels can’t.
2
Content creators offer authenticity and deeper connections with consumers. Marketers now support influencer partnerships through direct outreach, platform solutions, and agencies.
3
Marketers approach influencer marketing as a long-standing partnership and notice better conversion rates the longer a brand works with an influencer.
4
Brands should communicate their KPIs to influencers from the start. Aligning influencer compensation to your business goals will ensure optimal results.
impact.com is the leading global partnership management platform and has been transforming the way enterprises manage and optimize all types of partnerships — including affiliates, influencers, commerce content publishers, B2B, and more —since its founding in 2008. Through its integrated end-to-end solution, impact.com accelerates business growth by automating the full partnership life cycle, including discovery, recruitment, contracting, engagement, fraud protection, optimization, and payment processing.
At WARC (World Advertising Research Center), our purpose is to save the world from ineffective marketing by putting evidence at the heart of every marketing decision. We believe that effective marketing is based on facts and not opinions. Since 1985, we’ve brought confidence to marketing decisions through the most trusted research, case studies, best practice, data and inspiration. Today, we help 75,000+ marketers across 100+ countries. Our clients include the world’s leading brands, advertising and media agencies, media owners, research companies and universities — including the top-five largest agency groups and top-five largest advertisers in the world.