The Growing Popularity of Influencer Marketing

December 12, 2018

By Joanna Valente

Did you know that one of marketing's biggest strategic trends right now is using influencers to help create authenticity for consumers? Influencer marketing is a term you've probably heard a million times by now. This year, the ANA published a study conducted in 2017 that highlighted how influencer campaigns are measured, compensated, vetted, and utilized.

The study's respondents had an average of 20 years of experience in marketing — and 53 percent focused their marketing on business-to-consumer efforts. Only 11 percent focused on business-to-business marketing, whereas 36 percent worked on both business-to-business and business-to-consumer. In 2016, $81 billion of total brand spend was allocated on influencer marketing, and that number is projected to reach $101 billion by 2020.

Why has influencer marketing become so popular? The growth of social media has definitely changed the way people consume information and products; since many people use social media to keep in touch with friends and trends, it's only natural that bloggers have become a new leading voice within the marketing world. In many ways, influencers add a personal touch to advertising, providing trust and relatability.

Here's a look at some more findings from the study below.


Joanna Valente is a manager of content creation at the ANA.

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