$16.4 billion—that’s how big the global influencer marketing industry was in 2022. The power of influencers has exploded with the popularity of short-form social videos on platforms like TikTok and Instagram.
Today, around 50% of consumers now turn to social media and the influencers they follow for product advice. For some, social media and influencers may replace search as a primary source for product research.
This trend will grow as marketers expand how they leverage influencers and see the results. In fact, Contently client data shows that 14% of customers take action if they come to the brand’s website from a referral page.
Whether you’re just getting started leveraging influencers or you want to refine your approach, consider the following:
Understand your audience and what they want to know.
Get clear about who you want to engage to find the right influencer partner. Your target audience may belong to a particular demographic or behavioral group, or they may do a…