Instagram scored the highest among marketers, who believe that the social media channel is the most effective for influencer campaigns. YouTube videos made a dent in Instagram’s stronghold of the top four best formats.
Overall, marketers MediaKix surveyed favored more engaging channels like Instagram and YouTube to fit with the highly personal format of influencers. Facebook got a lukewarm response among professionals, garnering around 20 percent approval for these types of campaigns. Snapchat, LinkedIn and Twitch were the platforms that people were least interested in for influencers.
Instagram has made serious headway into the marketing space, rolling out its in-app shop feature earlier this year. The platform’s growing user base has also helped win marketers over, an increasing rarity among major social media companies. According to MediaKix, Instagram Stories is growing 15 times faster than feed-based sharing.
Generally, the industry is looking favorably on influencer marketing. Eighty-nine percent of marketers say that the return on investment from influencer marketing is comparable or better than other channels, while two-thirds of marketing professionals are increasing their influencer budgets this year.
A series of new research reports from Juniper Research has found that the total value of global payments conducted via digital ticketing, QR codes, and near-field communication (NFC) will reach $32.2 trillion by 2031.
Consumers are increasingly adopting new technologies to help navigate an increasingly complex global shopping landscape, according to research from NIQ.
New research commissioned by Infobip indicates that while brands are rapidly increasing investment in sports fan engagement, many struggle to demonstrate measurable business impact.
