Brands are investing more in influencers but there is widespread uncertainty around the impact of the channel on bottom-line returns, according to a survey of marketers from Ebiquity.

Why it matters

Influencer marketing is an area of growing interest and investment – three-fifths of heavy spenders (60%) say they expect to invest more in the future.

However, three-quarters of brands also say they are uncertain about the return on investment. This leaves influencer marketing to be a possible source of wasted budgets.

Takeaways

• Brands that are the heaviest spenders on influencers also report the greatest uncertainty about bottom-line returns, suggesting...