Shannon Roddel | July 30, 2019
Influencer marketing is extremely widespread, yet ineffective. Eighty-six percent of companies use it as part of their social media strategy, but effectiveness remains low. For an influencer on Facebook, the average engagement rate per post is 0.37 percent; on Twitter, it is even lower at 0.05 percent.
New research from the University of Notre Dame provides a framework of strategies to help managers yield larger returns on engagement.
Christian Hughes CropChristian Hughes
“Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns” is forthcoming in the Journal of Marketing from lead author Christian Hughes, assistant professor of marketing in Notre Dame’s Mendoza College of Business.
Hughes, along with her co-authors Vanitha Swaminathan of the University of Pittsburgh and Gillian Brooks from the University of Oxford, collected a data set of 57 sponsored blogging campaigns run by companies including AT&T, Walmart, Procter & Gamble, Chick-fil-A, Listerine, OshKosh B’Gosh, Chef Boyardee and Walmart, between 2012 and 2016. The data came from The Motherhood, a social media influencer marketing agency focused on “mommy bloggers,” and involved 600 blogs and 1,800 posts. The researchers followed up the data analysis with an experiment to replicate their findings.
They noticed multiple factors affected success in generating online engagement (posting comments, liking a brand), depending on the type of platform, blog post content and the goals of the campaign — whether trying to generate awareness for a brand or prompt consumer purchase.
Read more here.