How do brands partner with the right influencers?

Tayla Foster
By Tayla Foster | 17 June 2022
 

Nielsen has released 'Building Better Connections – Using Influencers to Grow Your Brand', a report on social media's growth in recent years due to Millennials and Gen Z looking to engage with content and search for connections.

The report resulted in one burning question: How do brands partner with the right influencers?

Identifying an influencer that fits the brand’s personality and purpose is something that 86% of Nielsen’s clients represent as a challenge.

As brands make major investments in the world of influencer marketing, the ever-growing number of influencers creates a complex landscape for marketers to navigate.

The report indicates that 71% of consumers trust advertising, opinions and product placements from influencers. Because of this, brands plan to increase budgets by 53% in the coming year.

Nielsen's InfluenceScope highlights key trends and insights into the social media influencer landscape as well as the population across three of the platforms most-used by influencers: Instagram, TikTok and YouTube.

According to Nielsen InfluenceScope, 72% of influencers currently use Instagram as a primary content channel, despite many creators having multiple accounts on various digital platforms. TikTok has reached 68% of marketers who have invested in the platform since 2021.

The Influencer tier highlights the difference between Nano and mega influencers that impact brand consumerism. Nano influencers have 1,000-10,000 followers and have high enegagement for local connections.

Micro influencers have 10,000-50,000 followers and promote niche content,

Mid range have strong brand partnerships and have 50,000-100,000 followers.

Macro influencers hold celebrity status with 100,000-1 million followers and Mega influencers are top tier celebrities like Kylie Jenner with more than 1 million followers.

Instagram dominates the Nano tier with 55.2% of total influencers. TikTok has overtaken social media veteran Instagram in popularity for Micro, Mid, Macro and Mega influencers. YouTube attracts fewer influencers in general than other platforms, but its share of Mega influencers (28.7%) is comparable to those of Instagram (34.5%) and TikTok (36.7%)

 

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