A report by RhythmOne highlights the influencer marketing benchmarks for full-year 2016, finding that influencer marketing is providing high Earned Media Value (EMV).
Earned Media Value is the value of earned media (such as influencers promoting a brand). It is the value given to the impact of the influencer campaigns and is organic, compared to paid media (such as pay per click) or owned media (advertising on your own channels e.g. your own website).
Food and software industries ran the most influencer campaigns whilst health and pharma had the largest average EMV, followed by retail, food and grocers.
With an average of $11.69 influencer marketing is a successful marketing approach, engagement rates average at around 2% according to the report (which is total engagements divided by total exposure). Cost per engagement is coming out at $0.93 average in the research but can be as high as $4.53 and as low as $0.40.
The report provides excellent benchmarks to help you with your influencer campaigns, our influencer outreach guide can also assist with helping plan and deliver an influencer outreach campaign.
By Robert Jones
Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.
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