The overall influencer market is projected to reach $5-10 billion by 2020. Yet in recent years, the influencer marketing industry has struggled to prove the direct impact it has on sales across multiple categories. The struggle is finally over.
Collective Bias has released the first industry report to comprehensively analyze social campaigns at scale across multiple methodologies and product categories. The study shows the effect of online influencers on brick-and-mortar sales metrics and sets a new standard for the industry, focusing on bona fide sales lift not simply Earned Media Value (EMV).
In recent years, companies and agencies have released studies that show influencer marketing drives results for one brand at one time. This is the first industry report to go beyond settling on one particular use case. Using Collective Bias’ proprietary measurement platform, Inmar Analytics, and partner analysis through Nielsen Catalina Solutions and Placed.com, the report directly ties influencer marketing initiatives to increases in metrics such as:
How did we do this?
During 2016 Collective Bias measured sales results for 12 influencer campaigns conducted over an 8- to 12-week period for national brands spanning five CPG categories. The report includes analysis across more than 450 influencers. The research also concludes that there is a wide variance in performance, driven largely by the advertiser category, seasonality, price point, purchase frequency, and budget size. Across categories, influencer content significantly outperformed control groups.
The results are truly amazing.
This landmark study definitively shows the powerful impact of influencer marketing on in-store sales. Now’s your chance to see how.
Click here to receive your free copy of our industry benchmark-defining research study, The Power of Influence: A Window into ROI.