/>
X

What do influencers look for when working with brands?

Using influencers is now a common practice across brands. But what things do influencers look for in order to work with your brand?
eileen-brown.jpg
By Eileen Brown, Contributor on
What do influencers look for when working with brands ZDNet
1 of 7 Mwewering

Why use influencers?

Influencer marketing has become a common across consumer and tech sectors. In the 2018 State of Influencer Marketing report by Launchmetrics, in 2016 two out of three professionals claimed to have worked on influencer campaigns, rising to three out of four (78 percent) in 2017. 

Online bathroom retailers Showerstoyou polled over 600 professionals in the US and UK on their views on influencer marketing. Nine out of ten professionals say influencer marketing campaigns are most effective for generating brand awareness, while almost seven our of ten say influencers are most effective for boosting sales. 

2-bank-money-cash-publicdomainpctures-eileen-brown-zdnet.jpg
2 of 7 Public domain pictures

Monetary Rewards

The survey showed that over a quarter (27 percent) of fashion, luxury and cosmetic industry experts say 'Monetary Rewards' is the main incentive for influencers.

Money may be the main driving force behind collaborations, but there are other incentives to consider. Early access to new products, opportunities for influencers to get together or exclusive events are of great value to an influencer.  

3-view-eyes-looking-geralt-eileen-brown-zdnet.jpg
3 of 7 Geralt

Exposure

The survey highlights what brands should consider before implementing an influencer marketing plan. Nine out of ten brands say influencer marketing is most effective for generating brand awareness.

One in five brands say influencers are motivated by the exposure an effective campaign could offer them.

4-ice-cream-cone-stevepb-eileen-brown-zdnet.jpg
4 of 7 Steve pb

Free Merchandise

Almost one in five (18.08 percent) of professionals reckon that getting free merchandise is a big motivational factor. Other motivational factors include early access to product and other exclusive offers.  

5-morris-mini-show-cars-balbrektsen-eileen-brown-zdnet.jpg
5 of 7 Balbrektsen

Networking with peers

When considering brand to work with influencers say that they want to progress their career and meet other influencers.

Networking with their peers encourages  almost one in ten (8.30 percent) of influencers to collaborate with brands.

6-icebergs-429132-1280-memorycatcher-jpg-eileen-brown-zdnet.jpg
6 of 7 Memory Catcher

New Experiences

Over one in ten influencers want to participate in new experiences, and almost half of brands (46 percent) say they prefer working with micro-influencers – those who have between 10,000 and 100,000 followers.

As the number of micro-influencers increases, brands have a great opportunity to bring more influencers on board.

7-post-it-notes-content-notice-board-eileen-brown-zdnet.jpg
7 of 7 Pexels

Valuable content and information

Product launches are the main reason that over two out of five (42 percent) of professionals start influencer campaigns.

Curating valuable content and information for their communities is a driving factor for one in six influencers (15.70 percent.)

Related Galleries

Cybersecurity flaws, customer experiences, smartphone losses, and more: ZDNet's research roundup
shutterstock-1024665187.jpg

Related Galleries

Cybersecurity flaws, customer experiences, smartphone losses, and more: ZDNet's research roundup

8 Photos
Inside a fake $20 '16TB external M.2 SSD'
Full of promises!

Related Galleries

Inside a fake $20 '16TB external M.2 SSD'

8 Photos
Hybrid working, touchscreen MacBook hopes, cybersecurity concerns, and more: ZDNet's tech research roundup
Asian woman working at a desk in front of a computer and calculator

Related Galleries

Hybrid working, touchscreen MacBook hopes, cybersecurity concerns, and more: ZDNet's tech research roundup

8 Photos
Developer trends, zero-day risks, 5G speeds, and more: Tech research roundup
Person seated at a booth in a cafe looks at their phone and laptop.

Related Galleries

Developer trends, zero-day risks, 5G speeds, and more: Tech research roundup

10 Photos
Drive Electric Day: A dizzying array of EVs in sunny Florida
ca3b4019-26c5-4ce0-a844-5aac39e2c34b.jpg

Related Galleries

Drive Electric Day: A dizzying array of EVs in sunny Florida

16 Photos
Incipio, Kate Spade, and Coach cases for Samsung Galaxy S22 Ultra: hands-on
s22-ultra-incipio-coach-cases-2.jpg

Related Galleries

Incipio, Kate Spade, and Coach cases for Samsung Galaxy S22 Ultra: hands-on

15 Photos
Casetify Impact Crush Galaxy S22 Ultra case hands-on: in pictures
casetify-s22-ultra-3.jpg

Related Galleries

Casetify Impact Crush Galaxy S22 Ultra case hands-on: in pictures

10 Photos