American Express has developed a system for selecting, working with, and measuring the effectiveness of influencers.

Despite growing public cynicism about such online endorsements, Walter Frye, vp/global brand engagement at American Express, said the payments brand continues to believe in the value of this approach.

“Influencer marketing still works because it still breaks through,” he told the Association of National Advertisers’ (ANA) 2019 Digital and Social Media Conference in San Diego.

Walter Frye, vp/global brand engagement, American Express

And he quoted a few statistics, from various studies, in support of this assertion:

  • 63% of consumers trust what influencers say about brands more than what brands say about themselves;
  • 42% of consumers who have looked at influencer content say they’ve tried something an influencer recommended;
  • 26% of consumers have made a purchase based on influencer content.