How to boost influencer marketing engagement by 16.6%

Maya Yegorova

To achieve worthwhile partnerships with content creators, brands should take notice of the successful characteristics of influencer posts which drive positive engagement.

Brands can generate a 16.6% spike in influencer marketing engagement by understanding how to optimize their partnerships in this area, a study has found.

The route to achieving this uptick in consumer activity has multiple steps, including working with partners that have:

  • large follower counts;
  • regular posting frequency;
  • an emphasis on original content;
  • a positive tone of voice.

These observations came from a study, entitled “Influencer Marketing Effectiveness,” published in the Journal of Marketing and summarized in the Harvard Business Review.

It was written by Fine F. Leung (Hong Kong Polytechnic University), Flora F....

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