Marketers have seen success with influencers. You know — those people on the internet who can convince others to try a product or service, or take some other action.
Now, data from RhythmOne (formerly Burst Media), shows that influencer effectiveness has continued to rise in 2015.
“The analysis found that the average earned media value (EMV) from U.S. influencer marketing programs was 1.4 times higher in H1 2015 than the overall average in full-year 2014, at $9.60 for every $1 spent, vs. $6.85 last year,” according to eMarketer. “Average EMV was highest in the consumer packaged goods (CPG) food industry, at $14.29, followed by tourist destinations and travel ($12.54) and bath, body, skin and beauty ($12.21).”
In fact, just about every industry saw large leaps in average EMV during the first half of this year vs. full-year 2014. That does, however, exclude retailers and apparel, where the EMV dropped from $10.48 to $4.50.
Instagram had a stronger social amplification rate — user actions out of the total reach on the channel — than any other social network, at 1.77 percent. In fact, this left its competition in the dust. Facebook had an average social amplification of 0.21 percent, Google+ saw a rate of 0.15 percent, and Twitter and Pinterest had respective averages of 0.13 percent and 0.11 percent.
It makes some sense, too, that social amplification rates were highest in the electronics category (0.66 percent) where people think they need more counsel.