INFLUENCER MARKETING'S IMPACT CONTINUES TO BE LARGELY UNPROVEN

Summary from the TLDR Marketing newsletter

Brands are investing more in influencer strategies without fully measuring the long-term impact. Half of marketers say they cannot prove ROI from influencer campaigns, and 44% admit to running campaigns without KPIs. About 48% say they do not know how to drive sales through influencer content, while 60% struggle to identify influencers that fit their brand. Although 54% of marketers plan to increase influencer budgets and 60% believe it will grow in importance, 80% of global brands do not factor influencer marketing into their marketing mix modeling.