A new report from the influencer marketing firm, #Hashoff, details the 2017 State of Influencer Marketing. (Not sure what influencer marketing is? Read this.) If you partner with content creators – or have been thinking about striking up a partnership – you need to at least read our executive summary in the post below. We’ve included a link to download the full report at the bottom of this post for readers who want every last detail.

How much time do you spend on social media?

The majority of influencers spend at least four hours per day on social media. Nearly a third spend four to seven hours per day on social, while one in five spend more than eight hours per day on social media.

Do you have another full- or part-time job?

Most do. Whether they have a full-time job, part-time job, or are a student or homemaker… most influencers have some other source of income (or draw on their time). Only 12.3% of respondents said that being an influencer was their sole form of employment.

How much time does it take you to create your best posts?

Over 75% of respondents say it takes between 10 minutes and three hours for them to create their best content. There’s a surprisingly wide range of timeframes. No matter how long the process takes, one respondent phrased the problem well: “The one thing brands don’t understand about influencer marketing is how much time it really takes to integrate, promote, photograph and engage your audience organically.”

Great social takes time.

What is your #1 platform?

Instagram. Next question?

Seriously, if you want to reach people through influencer marketing, Instagram has a 90% chance of being your channel.

All About Micro-Influencers

“Micro-influencers,” we learn in the report, “tend to drive engagement rates that are 10X those of celebrity sponsored posts.” This is a topic we touched on earlier last year on the BuzzPlant Blog. There are several reasons why a makeup artist with 10,000 Instagram followers may drive better engagement for your brand than Kendall Jenner:

  • More relevant and engaged audiences
  • More intimate connection between the influencer and audience
  • More likely that the influencer engages with their audience beyond the initial post

By the way, just to reinforce the point: the influencer with 10,000 followers isn’t just “better” because it’s what you can afford. These smaller, niche influencers actually deliver significantly more return on your investment. Even if you could afford Kendall, you would likely see better results by splitting her fee between several dozen or hundred micro-influencers.

How much has your social following grown in the past year?

Nearly half of all influencers grew their audience by at least 50% over the past year. Sure, it may be easier when you’re smaller, but growth is still growth!

How long have you been monetizing your audience/content?

Over 40% of influencers have never monetized or have only monetized for fewer than six months. This spells opportunity for brands. Influencer marketing is still a new space. The rules aren’t set. It’s up to you if you want to jump in and try to get a good deal on this alternative to “traditional digital advertising.”

Do you partner with influencers?

If so, we’d love to hear about your experience. Are you an influencer? Let us know! Drop a comment below. Also, you can download the full report here if you’re looking for more insights.

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