The science of using influencers made simpler by data – PRWeek

People have been too quick to sound the death knell of influencer marketing, arguing that public trust in personalities will decline. Gartner, for example, has predicted that “by 2023, CMO budget allocation to influencer marketing will decrease by a third as consumers continue to lose trust in brands and entities they don’t personally know.”

Failures of influencer marketing have garnered plenty of attention, like the disastrous 2017 Fyre Festival, an event that had been touted by social influencers such as Kendall Jenner, but never actually happened.

Yet influencers continue to prosper. BigCommerce recently estimated that 65% of influencer marketing budgets will increase in 2020. That’s the direction this space is headed.

At the high end, personalities can earn hundreds of thousands of dollars for a social update. Influencer marketing may have a lower profile in the b-to-b space, but it’s still a significant business segment, perceived as conveying a brand’s voice with more authenticity than advertising. Of course, b-to-b influencers are more likely to be peers and practitioners than celebrities.

Influencers have a role to play in PR campaigns, just as much as in marketing campaigns. The right influencer can often reach a target audience more effectively than a journalist, especially if their messages are targeted through social channels to followers who are highly likely to be interested in, and responsive to, the message.

It’s almost too obvious to say that finding the right influencers is both difficult and
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