Influencer Trends Report: A Spotlight on the Power of Influence

May 30, 2017

Colleen Vaughan

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The days of “snapshot” metrics are over: these are metrics for influencer campaigns being touted as industry-wide standards despite being a snapshot of one time, one campaign and one category. In reality, influencer campaigns perform differently at different times of the year and differently for each category, retailer, product type and geography.

As shown in our new report, Influencer Trends Report: A Spotlight on the Power of Influence, Collective Bias set out to provide brands with broader and deeper industry benchmarks that took into account how factors like seasonality affect multiple categories. The full report can be found here. 

What we measured

  • 500+ influencer campaigns across 30+ retailers between January and December 2016
  • 17,000 influencer blog posts that generated 42 million+ content views and 9 million+ social engagements
  • Tracked six categories: food, consumables, consumer electronics, healthy & beauty, pet
  • Tracked across retailer types: multi-retailer channels, drug, convenience, club, national, grocery

How we measured these factors

Any metric that mattered across every blog post in every product category and retailer channel was measured. Index values were calculated using the standard index formula: (Value / Average) * 100. (Any outliers were removed to maintain a clean and managed dataset and right tail outliers greater than 3 standard deviations from the average were removed as anomalous values.)

We then grouped content into a distinct category list: Food & Beverage, Health & Beauty, Consumables, Pet, Electronics, Retail Experience.

All of our influencer content contains a call out to a specific retailer and each one includes photography of the product they are writing about in-store. So we also looked at the impact of influencer content by Retailer Channels. Retailer Channels were grouped based on the retailer type: Mass Merchandiser, Grocery, National, Miscellaneous, Club, Multi-Channel (campaigns with multiple store initiatives) and Drug Stores.

Think of retailer channels like multi-lane highways. Influencers, according to our data, perform differently across each lane. Brands need to understand the dynamics the retail channel plays.

What we uncovered in the data

Three major trends were found from this wide analysis. Below is the first key trend.

Influencers and their followers have their finger on the pulse of category trends:

  • Viewership of content mirrors category sales by season and reflects sales performance in the marketplace
  • Perennial favorites like Food & Beverage are sometimes outperformed by the Health and Beauty Aid (HBA) and Pet

Our new report, Influencer Trends Report: A Spotlight on the Power of Influence, takes a deep dive into the three crucial trends and what they reveal about the relationship between influencer content and shopper behavior. The report includes:

  • Why time spent on influencer content is exponentially higher than digital display ads.  
  • The benefit of multi-channel campaigns

See for yourself! Receive your free copy of the full report here! 

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