Celebrity Intelligence hails growth in influencer marketing

Celebrity Intelligence hails growth in influencer marketing

Shock news! A report published by a celebrity and influencer-marketing platform is painting a positive picture of the influencer marketing world.

But the ‘The Age of Influence’ report from Celebrity Intelligence has some useful points to make, based on its survey of brands and agencies.

61% of respondents said they’d worked with digital influencers in the last 12 months, while 57% had worked with musicians and around half with TV actors and models.

Celebrity Intelligence claims that on average, respondents are earning £17.21 for every £1 they spend on these kinds of digital campaigns. 42% of them said they plan to increase their influencer-marketing budgets ‘moderately or significantly’ in 2018.

The survey also found that 8% of brands are using celebrities for long-term contracts, down from 10% in 2016, but that ‘campaign-specific’ contracts are on the rise, with a third of respondents now using them.

“Does this mean the end of traditional celebrity-led campaigns? Quite the opposite! To have a truly long-term and scalable digital marketing strategy, marketers need to blend celebrities with digital influencers to offer deeper layers of engagement for consumers,” said Celebrity Intelligence’s director of product Megan Falconer-Taylor.

“Only then will we close the gap between the worlds of ‘celebrity’ and social talent and understand the true meaning of influence.”

Contributing Editor

Stuart is a freelance journalist and blogger who's been getting paid to write stuff since 1998. In that time, he's focused on topics ranging from Sega's Dreamcast console to robots. That's what you call versatility. (Or a short attention span.)


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