The ROI of influencer marketing

David Ward

As marketers boost their spending on influencers – sometimes at the expense of other digital and social platforms – they want to better understand not just how influencer marketing works, but what can be done to make it more effective.

Though it's been available for the past several years, influencer marketing has shot to the top of the marketing stack for a growing number of savvy brands, especially those in the fashion, beauty, gaming, and lifestyle sectors that are looking to lend more authenticity when they engage their audiences.

This has led to predictions that influencer marketing spending could reach $15 billion annually by 2022, according to Business Insider Intelligence.

The reason for the surge in spending is pretty straightforward: Consumers trust the influencers they follow for brand and product recommendations. "Consumers are frequently discovering new products and...

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