Teva, ShopStyle and Dr. Pepper are recent examples of brands and companies leveraging influencers to drive engagement and awareness, and usage isn’t slowing. In a May 2015 study by Schlesinger Associates for Augure, 84% of marketing and communications professionals worldwide expected to launch at least one campaign involving an influencer in the next 12 months. Those who had already done so were happy with the results: 81% said influencer engagement was effective.
Content was a driving force of influencer campaigns. More than two-thirds of marketing and communications professionals cited content promotion as a tactic for which they engaged with influencers—the No. 1 response—and nearly six in 10 said the same about content creation. This put content creation in second place alongside product launches, which fell from the No. 1 spot they grabbed in 2014. Read the rest at eMarketer.