Business Intelligence Firm L2 Inc Releases New Research Providing Data-Driven Recommendations for Brands Seeking to Maximize the ROI of Influencer Marketing
NEW YORK, Oct. 10, 2017 /PRNewswire/ -- Digital benchmarking firm L2 Inc releases its 1st annual Intelligence Report: Influencers 2017
The L2 report evaluates the performance of 1,152 consumer brands working with more than 5,000 influencers across the Luxury, Activewear, Beauty, Hospitality, Retail, Auto, Consumer Electronics, Food & Beverages, Personal Care, and Homecare categories. The report provides an analysis of the impact of follower count, competing endorsements, and the perceived authenticity of social media Influencers as it relates to increased brand engagement and added value both online and offline.
"In a relatively short period of time, social media influencers have been able to attract a substantial amount of marketing dollars away from traditional media spend," explained Mike Froggatt, Director of Intelligence Research at L2 Inc. "This, coupled with the lack of available research on the trend inspired our team to develop research focused on data-driven recommendations to help brands understand how to choose the right influencer partnership specific to individual brand budgets and goals."
Key Findings from L2's report include:
Untapped Resources: Seventy percent of tracked brands have influencer partnerships on Instagram. However, 90 percent fail to re-post influencer-created content on their own accounts, indicating a missed opportunity as images featuring influencers have a 17 percent higher engagement rate than those without.
Micro Influencers Flip the Script: While brands mention Celebrity (7M+ followers) and Mega influencers (1M - 7M followers) more frequently than any other class of influencer, Small (25K - 100K) and Micro (5K - 25K) influencers mention brands in their posts approximately three times more frequently than Celebrity or Mega influencers.
Multiple Allegiances: Between June 2016 and July 2017, the average Celebrity influencer was mentioned by 17 brands within 5 verticals. In the same time period, the average Mega influencer was mentioned by 9 brands within 3 verticals. As a result, some of the biggest influencers are likely to promote 3+ brands per vertical.
"Brands eager to work with top influencers must also deal with the hefty price they come with," noted Evan Neufeld, VP of Intelligence at L2 Inc. "Before entering into an influencer partnership, brands should consider whether their goals are to amplify general awareness or to steer brand perception. Micro influencers, for instance, are often much more affordable and are a strong resource for targeted brand-building."
The report features case studies on brands including but not limited to: Coach, DSW, Forever 21, Tarte Cosmetics, Toyota, and more.
To access a complete media-only copy of L2's Intelligence Report: Influencers 2017, contact [email protected]
About L2
L2 benchmarks the digital performance of over 2,200 brands across 12 industries globally. Our proprietary Digital IQ Index is the global standard for measuring digital competence. We analyze 1,250 data points to provide brands with actionable, data driven insights on their digital performance.
SOURCE L2 Inc
Share this article