Buffer unveils its social media study

Working with influencers means spreading your brand on social networks. Engaging consumers, promoting products or brand image through influencers, creating buzz, are many of the objectives of influence marketing. But how many brands are working with these new celebrities, are these strategies effective ? Nearly 1,800 people were interviewed to answer these questions.

One out of three companies has invested in influence marketing.

As this market becomes more and more mature, 37% of respondents say they have invested in influence marketing. This first third seems to be satisfied with the money invested.

Of the 37% who focused on influence marketing, 68% felt it was effective, to such an extent that 88.4% of those surveyed thought they would continue their investments in the coming year.

However, 63% did not dare to take the step because some grey areas remain, particularly in the R.O.I. of these marketing actions.


An R.O.I. that is not easy to identify.

Indeed, they find it difficult to establish KPIs and measure the return on investment of an influence campaign, which are essential to calibrate future campaigns and the budget allocated to a campaign.

However, KPIs do exist to measure the impact of a nano or microinfluence campaign, for example. The number of people reached online and offline by reach and word of mouth, UGCs (which can be reused later in different marketing strategies) or the rate of commitments generated by posts on social networks, allow to establish performance indicators. Concerning the R.O.I., during a nano-influence campaign for a Jacquet brand product, an IRi study showed that unit sales of the highlighted product increased by 15% thanks to the activation of nano-influence.

If you also want to benefit from our expertise for your future influence campaigns, contact us.

Leave a Reply

Votre adresse de messagerie ne sera pas publiée. Les champs obligatoires sont indiqués avec *