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13 January 2023
Influencer marketing insights for brands
Brand partnerships
Influencers, Creators, KOLs
Social media audiences
Brands could potentially boost the engagement of influencer marketing programs by 16.6% if they partner with the optimal content creators, a study* has found.
“Influencer Marketing Effectiveness,” published in the Journal of Marketing and recently summarized in the Harvard Business Review, outlined several recommendations for improving performance.
How the study worked
- The study reviewed over 5,800 influencer marketing posts on Weibo, the Chinese microblogging platform.
- In all, 2,412 influencers produced material for 861 brands across 29 categories.
- The study’s authors defined “engagement” as the amount of reposts a piece of content received within its...
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