How ANA Members Are Using Influencer Marketing | Industry Insights | All MKC Content | ANA

How ANA Members Are Using Influencer Marketing

The Association of National Advertisers (ANA) has released new research on how ANA members are using influencer marketing, which revealed that 75 percent of member companies currently employ the discipline, and almost half (43 percent) are planning to increase spending on it in the next 12 months. Additionally, of those respondents not currently using influencer marketing, 27 percent indicated they plan to do so in the next 12 months.

For survey purposes, the term influencer marketing was cited from eMarketer and defined as "marketing that identifies and activates individuals who can sway the brand preferences, buying decisions, and loyalty of the broader population using their own opinions, beliefs, and/or marketing channels. On social platforms, the term typically describes the process in which companies compensate celebrities, social media 'stars,' or industry experts to create and publish content to social channels on behalf of brands or provide endorsements for brands. Successful influencer posts are not about reaching a mass audience, but about targeting the right consumers based on an influencer's followers. In other words, it's about good segmentation."

The survey found that Facebook (86 percent) and Instagram (84 percent) were the overall top social media channels for influencer marketing, with Instagram ranking as the single most important channel (36 percent) followed by Facebook at 20 percent.

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"How ANA Members Are Using Influencer Marketing." ANA, 2018.