Emplifi's 2024 Influencer Marketing Report Reveals Key Trends for Brands | Martech Edge | Best News on Marketing and Technology
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Emplifi's 2024 Influencer Marketing Report Reveals Key Trends for Brands

customer engagement reports

Emplifi's 2024 Influencer Marketing Report Reveals Key Trends for Brands

Emplifi's 2024 Influencer Marketing Report Reveals Key Trends for Brands

Business Wire

Published on : Oct 15, 2024

Influencer sponsored posts drive the same engagement as non-sponsored posts, and a mix of macro and micro influencers best supports a brand's message

Emplifi, a leading customer engagement platform, has released its 2024 State of Influencer Marketing Report, highlighting critical trends that can help brands optimize their influencer marketing partnerships. According to a recent report by EMARKETER, influencer and creator content drives nearly 49.5% of social shoppers to make a purchase, underscoring the significant impact of influencers on brand eCommerce outcomes.

  1. Influencer Audience Size and Sponsored Content:

    • Emplifi's analysis reveals a direct correlation between an influencer’s audience size and the volume of sponsored content they produce.
    • Influencers with 100,000 followers or more (L and XL influencers) post fewer sponsored posts compared to those with smaller audiences.
    • Micro-influencers (10,000 followers or fewer) post 67% more sponsored content than their larger counterparts.
  2. Content Preferences:

    • XS influencers (10,000 followers or fewer) predominantly share more photos than videos.
    • In contrast, influencers with larger followings have shifted towards video content, with nearly 60% of their posts being videos.
  3. Engagement Levels:

    • There is little to no significant difference in engagement between sponsored and non-sponsored posts on Instagram.
    • Approximately 7% of influencer content on Instagram is sponsored, with slight regional variations.

Insights from Emplifi Leadership

Susan Ganeshan, CMO of Emplifi, noted that macro-influencers (1 million or more followers) are becoming increasingly selective about brand partnerships to maintain authenticity, despite commanding higher fees. This selectivity leads to significant exposure if the content aligns with their audience. Conversely, micro-influencers tend to post more sponsored content and are a strategic choice for marketers looking to maximize their budgets. Their closer relationships with audiences foster authentic brand partnerships, resulting in higher engagement and conversion rates.

Seasonal Trends and Brand Strategies

  • Sponsored-post frequency peaks in the months leading up to the holiday season, though there has been a slight year-over-year decrease in sponsored posts on Instagram, likely due to tightening marketing budgets.
  • Emplifi's analysis shows that smaller brands typically collaborate with three macro-influencers for every micro-influencer, while larger brands may partner with up to 10 micro-influencers for each macro-influencer to maintain a balance between niche targeting and broad visibility.

As the holiday season approaches, brands have a unique opportunity to refine their influencer strategies. By leveraging a balanced mix of influencer sizes, brands can enhance their reach and improve engagement. Combining larger influencers for broad exposure with smaller, niche influencers for deeper engagement can ensure brands maximize their impact without relying on a single strategy.