Influencer marketing has indeed proved to be a valuable tool for marketers. In the health and pharma industry, for instance, it was found that owing to influence marketing programs, marketers received, on average, about 21.25 U.S. dollars of value for every dollar they spent on paid media. The average for all industries stood at 11.69 U.S. dollars for every dollar spent. Some of the leading goals of influencer marketing include: improvement of brand advocacy, expansion of brand awareness, reaching new targeted audiences, and improving sales conversion. About 70 percent of marketing professionals stated that having ongoing ambassadorships for their brands is one of the most effective influence marketing methods, while around 67 percent of them believed product reviews were highly effective as well. In light of the potential of influence marketing, in 2017, about 39 percent of marketers in the U.S. stated they expected to increase their budgets devoted to influencer marketing in the next 12 months.
While user generated content has grown to be a digital resource with the largest shopping influence, social media has also come to be one of the major components of influence marketing. Social messaging is expected to become the social media trend to have the biggest effect on marketing strategies as some of the their perceived benefits include: increased exposure, increased traffic, developing a loyal fan base, generating leads, as well as provision of marketplace insights. In terms of platforms used by social influencers for brand collaboration, the latest focus is placed on Instagram, followed by blogs, YouTube, Facebook, and Pinterest. And so, in 2016, the number of brand sponsored influencer posts on Instagram stood at 9.7 million—and is expected to grow to over 30 million by 2019—and non-live videos were the leading type of branded posts on Facebook as of August 2017. There are approximately 30 million bloggers in the United States and according to a 2017 survey, nearly 96 percent of bloggers worldwide promoted their blog post via social media.