A shift in the brand-influencer power dynamic

A significant consumer population now uses influencers to inform their buying, according to study by impact.com and WARC on the brand-influencer dynamic.

Aligning Marketers and Influencers: Shifting Perspectives on Influencer Marketing Across the Funnel reveals influencer and marketer perceptions around influencer marketing, especially given the rapid growth of the influencer market after a wave of investment and innovation on the heels of the COVID-19 pandemic. 

The report, based on global survey responses from more than 400 marketers and 400 influencers across North America, Europe, Asia, and Australia, found that 75% of marketers leverage influencers for brand awareness and 73% for brand engagement. 

From the influencer point of view, 58% say their top reason for working with marketers is to create authentic content, especially in a world where consumers are increasingly skeptical of traditional advertising.  

According to the research, 85% of influencers and 67% of marketers ranked high levels of trust and authenticity as the first and second most significant strengths of influencer marketing, which, over time, creates stronger partnerships. 

David A. Yovanno, CEO of impact.com, said: “Consumers are engaging with social channels like YouTube and TikTok more than ever before, which we expect to continue for the foreseeable future.  

“At the same time, consumers have become distrustful of and annoyed with traditional marketing and advertising channels.  

“Together, these factors have helped give rise to a significant consumer population that looks to influencers to guide their purchase decisions, with an appetite for influencer commerce content that continues to grow.  

“This has created a shift in the brand-influencer power dynamic – for many brands, building partnerships with influencers is now a critical way to reach their target audience.”