Research finds most effective influencer marketing tactics –

Forget Password?
Learn more
share this!
May 19, 2022
by Matt Schild,
A YouTube personality takes a break from chatting about video games to talk about a web hosting service. An Instagram account devoted to beauty spotlights a new haircare product. A TikToker shouts out a fast-food sandwich to her fans. Anyone who uses social media has almost certainly seen influential figures—commonly referred to as influencers—and the brands that sponsor their posts.

googletag.cmd.push(function() { googletag.display(‘div-gpt-ad-1449240174198-2’); });

The practice of influencer marketing has been in many companies’ advertising mixes for years but quantifying the best path to return on investment has traditionally been difficult, with most data proprietary to and agencies. With “Influencer Marketing Effectiveness,” the marketing department’s Jonathan Zhang and his coauthors leverage a partnership with a large Chinese influencer-marketing agency to gather data about how influencers’ followers interact with sponsored posts. It was one of the first efforts to provide a comprehensive and quantitative investigation at a relatively new form of marketing.
“Influencer marketing is a and brands are throwing tons of money at it,” Zhang said. “We have anecdotes of success here and there, but there’s never been a systematic assessment of what is the return on investment, what investment paid off and which ones were a dud.”
After sorting through countless interactions on social platforms, referencing brands’ spending on individual campaigns and analyzing influencers’ posts, audience and messaging, Zhang examined the characteristics of the influencers, the types of messages they send and the makeup of audience. Using social shares and reposts as a metric of a ‘s success—final sales data was held by advertisers and unavailable to researchers—Zhang and his colleagues hope to shift the discussion away from the charisma-driven, gut-feeling decisions that often drive marketers’ choices.
“We’re trying to cut through the fluff because influencers, by definition, are very good at talking and very good at packaging themselves,” Zhang said. “So as a brand or any kind of sponsor, you look at this space, you’re like, “Everybody looks good, glamorous, and convincing!'”
How to choose the right influencer for a campaign
Zhang and his coauthors find more objective measures than glitz and glamor to help marketers identify influencers who are most likely to deliver results. First, they looked at the influencers themselves, evaluating post frequency, and number of followers. While findings support that partnerships with influencers with more followers see more return on investment than those with fewer, Zhang discovered that post frequency may impact campaign results. Influencers who post infrequently don’t have enough presence on users’ feeds, and conversely, those who post too often also don’t connect with audiences as effectively.
Advertisers looking to maximize the return on investment on an influencer campaign should consider more than just their influencer’s behavior and reach. Digging deeper into the data, Zhang found that subtle differences in an influencer’s content and her audience makeup also impact a campaign’s effectiveness. Unsurprisingly, when goods and services being promoted match an influencer’s theme and audience profile, campaigns perform better than when there’s little affinity between the audience and the content.
Moving past that everyday wisdom, Zhang and his coauthors found that too much affinity between an influencer’s content or audience also reduce return on investment. He theorizes that drop-off in engagement can be chalked up to the difficulty of providing novel information to expert audiences.
“If you choose an influencer whose followers are burly guys who are into outdoors activities, then obviously your cosmetic brand will be a terrible fit—there is no resonance with the audience,” Zhang explained. “But if all of their followers are trendy young ladies who know everything about cosmetics, then they’ll wonder, ‘You know, this influencer is not telling us anything I didn’t already know.'”
The best messaging for social influencer campaigns
A successful influencer campaign requires more than mere carefully selecting a personality that aligns with marketing goals. As with traditional advertising, influencers’ framing of product messaging affects audiences’ reaction to them. Zhang discovered that social media users have different expectations of authenticity when viewing sponsored posts.
Campaigns that performed most successfully featured original content such as text and graphics created by the influencers themselves, rather than repurposing material created by marketers. While Zhang suggests providing key messaging points to influencers, giving them the license to authentically represent their own voice with the piece. That also includes granting influencers the ability to be honest about the product: Gushing, overly positive posts don’t deliver the same return on investment as more balanced and measured approaches that include product critique.
“If you’re an agency that is trying to coach , our work can serve as a playbook on how to design messages,” he explained.
The research also discovered that introducing new products in an influencer campaign was less likely to achieve return on investment than when promoting established products.
Opening the black box
Most of the digital marketing world is guided by proprietary algorithms and internal processes that, by nature, are shielded from scrutiny. Because of this, marketers have had to rely on spotty third-party data or anecdotal evidence when planning influencer campaigns. Often, that led to spending decisions being made by gut instinct—a practice Zhang hopes to eliminate by helping advertisers develop best practices.
“This research is trying to cut straight through the fluff and let the hard numbers speak” Zhang said. “The influencer marketing space is an emerging area and there’s a lot of inefficiency and wasted resources from guesswork. We aim to fix this issue and use numbers to paint a compelling story.”
The research appears in the Journal of Marketing.

Explore further

Celebrities vs influencers: New research determines a winner

More information: Fine F. Leung et al, EXPRESS: Influencer Marketing Effectiveness, Journal of Marketing (2022). DOI: 10.1177/00222429221102889

Journal information: Journal of Marketing

Citation: Research finds most effective influencer marketing tactics (2022, May 19) retrieved 20 September 2022 from
This document is subject to copyright. Apart from any fair dealing for the purpose of private study or research, no part may be reproduced without the written permission. The content is provided for information purposes only.

Explore further
Feedback to editors
12 hours ago
12 hours ago
13 hours ago
Sep 19, 2022
Sep 19, 2022
3 hours ago
4 hours ago
6 hours ago
6 hours ago
7 hours ago
8 hours ago
8 hours ago
Aug 11, 2022
Aug 11, 2022
Aug 11, 2022
Aug 11, 2022
Aug 11, 2022
Aug 11, 2022
More from Physics Forums | Science Articles, Homework Help, Discussion
Jan 17, 2022
Oct 22, 2021
May 06, 2022
Mar 11, 2022
Jan 24, 2022
Apr 05, 2022
10 hours ago
Sep 19, 2022
Sep 19, 2022
Sep 19, 2022
Sep 16, 2022
Sep 15, 2022
Use this form if you have come across a typo, inaccuracy or would like to send an edit request for the content on this page. For general inquiries, please use our contact form. For general feedback, use the public comments section below (please adhere to guidelines).
Please select the most appropriate category to facilitate processing of your request
Thank you for taking time to provide your feedback to the editors.
Your feedback is important to us. However, we do not guarantee individual replies due to the high volume of messages.
Your email address is used only to let the recipient know who sent the email. Neither your address nor the recipient’s address will be used for any other purpose. The information you enter will appear in your e-mail message and is not retained by in any form.

Get weekly and/or daily updates delivered to your inbox. You can unsubscribe at any time and we’ll never share your details to third parties.
More information Privacy policy
Medical research advances and health news
The latest engineering, electronics and technology advances
The most comprehensive sci-tech news coverage on the web
This site uses cookies to assist with navigation, analyse your use of our services, collect data for ads personalisation and provide content from third parties. By using our site, you acknowledge that you have read and understand our Privacy Policy and Terms of Use.


O que você acha?

Deixe um comentário

O seu endereço de e-mail não será publicado.

GIPHY App Key not set. Please check settings