Not All Influencers Are Created Equal

Opinion: 38 percent of marketers are unable to tell whether influencer activity actually drives sales

The unexpected growth of influencer marketing means that dollars are often spent without a clear sense of return on investment or best practices.

According to a recent survey, 38 percent of marketers are unable to tell whether influencer activity actually drives sales, and 86 percent are unsure how influencer fees should be calculated.

Influencer marketing has been defined by brands deploying pricy deals with A-list celebrities and mega-influencers like Selena Gomez and Amber Rose in a bid to reach the widest audience possible.

However, not every brand can afford premium celebrities.

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