2016 Influencer Program

Influencer marketing has become an integral part of the marketing mix, as 86% of marketers across industries are now using influencer programs. According to multiple sources, 52% of marketers are leveraging multiple influencer types (e.g., micro, macro, etc.), and 32% are shifting from one-off campaigns to an “always on” influencer strategy. (Sources: WMI, L2)

In 2016, influencer programs generated 2.1 million impressions and 1.8 million engagements.

At holiday, we included influencer content in our conversion lift study to determine its impact on the business beyond the implied endorsement from the influencer and their own reach and engagement metrics. While the influencer content only accounted for 7% of impressions, it generated a 10.4% lift in revenue per household and a 12% lift in response rate per household, outperforming the brand content.

Sara Hopkins

Influencer Sara Hopkins created this video about dropping hints to receive the perfect gift, which generated 1.4 million impressions (Kay).