Global Influencer Marketing What Platforms to Use, Policies to Follow and the Paths to Purchase Around the World

This article discusses influencer marketing and its successes. One of the key insights provided is that while celebrity (macro) influencers have a better reach than traditional media, micro (smaller) influencers have much more ability to generate sales and interactions. More than 50% of digital purchases have been driven by social media, the article reports. Online celebrities with a small following are trusted more than online celebrities with a large following. In the cosmetic, retail and luxury marketing world, microinfluencers have been shown to have the most effectiveness in sales generation. And while it may be obvious to some, Instagram has now grown to be the most widely used social media platform for following influencers. This article also presents information on country/regional breakdown of influencer marketing, platforms, and effectiveness.

Publication: 
eMarketer
Author: 
Jasmine Enberg
Document Type: 
Research
Paywall: 
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