The document summarizes the key findings of a 2015 study on influencer engagement. Some of the main findings include: 84% of marketing professionals planned to use influencer engagement in 2015. While 49% found it somewhat effective, only 5% found it not effective. Identifying the right influencers, engagement tactics, and measuring performance were the top challenges. Popular channels were blogs, Twitter, Facebook and Instagram. Motivations for influencers included growing their audience and creating quality content. Most companies planned to keep their influencer budget stable in 2015 compared to 2014.

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The 2nd annual study into the status and
practice of influencer engagement reflects
that this practice is carving itself a
privileged niche in marketing and
communications plans. But, how effective is
it really? What are the best channels,
content and interaction strategies? How
should businesses get organized to tackle
this new challenge in the best way possible?
You'll find the keys to answer these
questions in this study.
STATE OF
INFLUENCER ENGAGEMENT
2015 REPORT
84%
of marketing and communications
professionals will resort to influencer
engagement in 2015
LEVEL OF ADOPTION
EFFECTIVENESS OF INFLUENCER ENGAGEMENT
49%44%
5%2%
Not effective at all Somewhat ineffective Somewhat effective Very effective
27%48%21%
4%
26%50%20%
4%
raise brand awareness
Generate sales leads
increase customer loyalty
75% 69% 53%
Identify the
right
influencers
Find the right
engagement
tactics
Measure the
performance of
your programs
32 % Keep track of your influencers’ activity
26 % Find budget for your campaigns
26% Automate your engagement process
8% Find / Train qualified staff
MAIN CHALLENGES
SEOSEO
crisis management
SEO
corporate Communications
Organizing events
content Creation
product launch
content Promotion 67%
59%
59%
45%
32%
23%
14%
INFLUENCER ENGAGEMENT USE CASES
24%
ć
42%51%
v
54%
t
68%
MOST FREQUENTLY USED CHANNELS
Twitter Blogs Facebook Media Instagram
69%
44%70%
32%
Webinars /
Hangouts
29%
Whitepapers /
ebooks /
studies
27%
Infographics
26%
Press
releases
2%
Others
Events
Guest posts
Video
MOST EFFECTIVE CONTENT TO LEVERAGE
A COLLABORATION WITH INFLUENCERS
22%
24%
25%
29%
45%
55%
earn money
get perks (discounts, free samples)
live new experiences (trips, events...)
shape their image
create quality contents for their audience
increase their reach / grow their audience
INFLUENCERS’ MOTIVATION
36%
Rarely
33%
Never
22%
Frequently
9%
Always
INFLUENCER REMUNERATION
DO YOU PAY THE INFLUENCERS YOU WORK WITH?
41% 33% 20% 6%
Will increaseWill remains
stable
No budget Will decrease
BUDGET FOR 2015 VS 2014
PR Manager Community Manager CEO
Digital Marketing
Manager
Content Marketing
Manager CMOOthers
28% 17% 17% 11% 11% 9% 7%
OWNER OF THE RELATIONSHIP WITH INFLUENCERS IN THE COMPANY
56%34%
9%
1%
Europe
North America
Latin America
Others
geographic area
32%
27%
41%
Large companies (>1001 employees)
Medium-sized companies (51 to 1000 employees)
SMEs (<50 employees)
size of the company
position held at the company
43%
C Level (CEO, CFO, CTO)
& Senior Management
Middle Management
& Staff
57%
PR
41%
Others
11%
Marketing
48%
specialisation areasANSWERS
PROFILE OF THOSE SURVEYED
603