6 Charts Showing How Social Media Influencers Work With Brands

6 Charts Showing How Social Media Influencers Work With Brands. But they diverge on compensation, platforms, and the most important metric of success. Even as both marketers and influencers agree authenticity should be at the center of every campaign, influencers said brands most often approach them for sponsored content opportunities, which usually give brands more control of the message than the influencers who are trusted by their audiences [see charts below]. Although influencers aren’t at the top of the travel inspiration food chain — the survey cites recent Nielson data which found 92 percent of consumers trust recommendations from people they know and 70 percent of consumers trust peer experiences posted online. “But influence is not popularity. The remaining 12 percent said they’ve never been asked. Chart 1: Influencers said their personal blogs are their most important platforms, ahead of any social network. Marketer respondents said Facebook is their most important platform, which is influencers’ second most important. Chart 2: Because influencers often don’t have access to a campaign’s analytics, and because they naturally want more eyeballs on their content, influencers said traffic is the most important metric for their influence and success in their work with brands. Chart 5: Authenticity is the most important baseline to influencers and marketers.

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Travel brands want to reach new audiences and regularly use social media influencers with large social media followings to connect with them.

Marketers and influencers alike agree that the authenticity of a social media project should be grounded in every campaign, and that it’s best to work with each other directly rather than going through agencies or other services. But they diverge on compensation, platforms, and the most important metric of success.

That’s according to a survey from TapInfluence, an automated marketing platform company that commissioned research from Altimeter using an anonymous online questionnaire between February 26, 2016 and April 29, 2016.

Some 1,753 global influencers and 102 marketers responded ,and influencers had an average following of 259,000 across various platforms. The study didn’t specifically survey travel brands and travel influencers, but since many influencers — including those part of travel marketing campaigns — work with several industries this is a fair snapshot of sentiments and strategies of the average influencer that would partner with a consumer brand, travel included.

Influencers surveyed said traffic to their platforms is the most important metric for how they measure success, while marketers said engagement with content is how they measure return on investment. Even as both marketers and influencers agree authenticity should be at the center of every campaign, influencers said brands most often approach them for sponsored content opportunities, which usually give brands more control of the message than the influencers who are trusted by their audiences [see charts below].

Although influencers aren’t at the top of the travel inspiration food chain — the survey cites recent Nielson data which found 92 percent of consumers trust recommendations from people they know and 70 percent of consumers trust peer experiences posted online.

TapInfluence’s analysis said as many marketers experiment with influencer marketing they mistake reach and popularity for influence. “Many…

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