Businesses should analyse influencer behaviour before partnering with them 

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 09, 2022, 10:05 AM GMT+0

Most consumers trust influencer recommendations more, which has helped the global influencer market double in size since 2019.

Before companies partner with influencers, marketers must analyse their needs and the influencer’s ability to connect audiences to the message. They should research potential influencers and verify if they have a proven track record.

Businesses should choose influencers based on more than vanity metrics. Influencers need to offer value by understanding the business’s niche and acting as a spokesperson for the brand. Marketers should incorporate the brand’s content into the influencer’s organic interactions with the audience.

Additionally, businesses also need to understand and offer revenue value to influencers. Influencers can generate revenue through affiliate marketing, display advertising, sponsored content, events, appearances, and co-created product lines, among other options.

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