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